Title

What Happens When Satisfied Customers Need Variety?: Effects of Purchase Decision Involvement and Product Category on Chinese Consumers' Brand-Switching Behavior

Document Type

Article

Publication Date

3-20-2018

Department

Mass Communication and Journalism

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.

Publication Title

Journal of International Consumer Marketing

Volume

30

Issue

3

First Page

148

Last Page

157

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