Business Commons^™

만족도와 재구매 간 관계에 있어서 상황적 영향의 조절효과에 관한 연구, Min Hoon Lee, Young Won Ha

Asia Marketing Journal

Although there have been many studies regarding the inconsistency between consumers` attitudes and behavior, prior research has almost exclusively focused on the relationship between the attitude before behavior and the initial behavior. Relatively little research has been conducted on consumer satisfaction after purchase and post-purchase behavior. This research proposed that the relationship between satisfaction and post-purchase behavior is moderated by consumers` psychological characteristics such as need for cognitive closure(NCC) and temporal self-construal(SC). The need for cognitive closure refers to individuals` desire for a firm answer to a question and an aversion toward ambiguity. We assumed the need for cognitive closure …