The Antecedents of Consumer Commitment and Inertia and Their Impact on Loyalty – Using “BRAND’S Essence of Chicken” as an Example
Date Issued
2009
Date
2009
Author(s)
Huang, Chih-Cheng
Abstract
Consumer inertia is usually derived from habitual buying behavior. Inertial customers are usually show low involvement interest and decrease their research in product information. To achieve our goal, the product of “BRAND’S Essence of Chicken” is chosen as an example for our detail analysis to draw up the relationship between consumer inertia and consumer behavioral loyalty. Moreover, in order to develop the relationship derived from inertia, our study also research the interaction between three components of customer commitment related to inertia and their respective antecedents. As far as health food industry is concerned, keeping old customers does not only increase their repurchase intention, but also attract new customer through their positive word-of-mouth effect. So how to keep loyal customers is important for health food companies and it will be the key in their future development.ur study intends to explore the antecedents of consumer commitment and inertia and their impact on loyalty. We incorporate three components of customer commitment related to consumer inertia (normative commitment, continuance commitment, affective commitment) and cross-buying drivers into our model ,and then link consumer inertia with three behavioral loyalty measures: repurchase intention (relationship length), increased usage (relationship depth), and cross-buying intention (relationship breadth). Structural equation modeling is used to test the model based on the data of 225 “BRAND’S Essence of Chicken” users’ samples. The result shows the links between three components of customer commitment related to comsumer inertia and their respective antecedents. Cross-buying drivers (“the extent or varieties of BRAND’S Products”, “the extent of image conflicts”, “payment equity”, “complementarity” and “customization” in BRAND’S Products) positively influence cross-buying intention. The result also shows significant links between two components of commitment (continuance commitment and affective commitment) and consumer inertia. Finally, consumer inertia positively influences repurchase intention an increased usage to BRAND’S Essence of Chicken.
Subjects
Customer inertia
Switching Cost
Customer Commitment
Cross-buying
Behavioral Loyalty
Structural Equation Modeling
SDGs
Type
thesis
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