Resumen
This study is an early attempt to deal with the issue of the long-term performance of smartphones in the Thai market by focusing on the construct of the repeat purchase of these products. The adult users of smartphones are interviewed. The results from the multiple regression analysis reveal that brand reputation, aesthetic value or the beauty of the design, and economic value or fair price, are positively correlated with the repurchase of smartphones, whereas learning about new technologies such as smartphones is negatively correlated with smartphone repurchase.