Why do not satisfied consumers show reuse behavior? The context of online games

摘要

Empirical studies have consistently identified consumer satisfaction as a key antecedent to reuse behavior. Business has focused on consumer satisfaction as a way to improve consumer loyalty. However, it remains unknown why there are so many satisfied consumers who do not show reuse behavior. Therefore, the present study examined the potential factors moderating the association between consumer satisfaction and reuse behavior. A literature review and focus groups were used to explore moderating variables, and hierarchical regression analysis was used to test their influence. Results from a study of 490 online gamers in Taiwan showed that the relationship between consumer satisfaction and reuse behavior is contingent upon the moderating effects of customer involvement and perceived specific/upgrading activities. In particular, the relationship between consumer satisfaction and reuse behavior is more sensitive when customer involvement is lower.