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

Authors:
Fang-Mei Tseng;Chiu-Yen Wang
Affiliations:
-;-
Venue:
Computers in Human Behavior
Year:
2013

Citing 7
Cited 0

User acceptance of information technology: system characteristics, user perceptions and behavioral impacts

International Journal of Man-Machine Studies
Measuring user participation, user involvement, and user attitude

MIS Quarterly
Post-Adoption Behaviors of E-Service Customers: The Interplay of Cognition and Emotion

International Journal of Electronic Commerce
Cross-validation of reliability, convergent and discriminant validity for the problematic online game use scale

Computers in Human Behavior
Customization, immersion satisfaction, and online gamer loyalty

Computers in Human Behavior
Falling in love with online games: The uses and gratifications perspective

Computers in Human Behavior
Understanding information systems continuance: an expectation-confirmation model

MIS Quarterly

Quantified Score

Hi-index	0.00

Visualization

Abstract

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.