What Happens When Satisfied Customers Need Variety? –Effects Of Purchase Decision Involvement and Product Category on Chinese Consumers' Brand-Switching Behavior
What Happens When Satisfied Customers Need Variety? –Effects Of Purchase Decision Involvement and Product Category on Chinese Consumers' Brand-Switching Behavior
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DOI：
10.1080/08961530.2018.1423662
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发表时间：
2018-03
影响因子：
3.3
通讯作者：
Hui Sang;Fei Xue;Jinling Zhao
中科院分区：
文献类型：
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作者：
Hui Sang;Fei Xue;Jinling Zhao
摘要本研究考察了顾客满意度和多样化需求对中国消费者品牌转换意愿的影响，以及购买决策参与的调节作用。结果发现，享乐特征的产品显着影响这些效果。对于高享乐功能的产品，客户满意度和品种需求的主要影响被发现，无论购买决策参与的水平。对于低享乐特征的产品，只有顾客满意度的主效应被观察到，他们被调节购买决策参与。可能的解释进行了讨论，并为今后的研究方向提出了建议。
ABSTRACT The current research examined the effects of customer satisfaction and need for variety on brand-switching intention among Chinese consumers, as well as the moderating role of purchasing-decision involvement. It was found that hedonic characteristics of a product significantly influenced these effects. For products with high hedonistic features, main effects of customer satisfaction and need for variety were found, regardless of the level of purchasing decision involvement. For products with low hedonistic features, only main effects of customer satisfaction were observed and they were moderated by purchasing decision involvement. Possible explanations were discussed and directions for future research were suggested.