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Ambivalence and involvement in the satisfaction–repurchase loyalty relationship

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  • Tuu, Ho Huy
  • Olsen, Svein Ottar

Abstract

This study tests the different and combined roles of involvement and ambivalence in the satisfaction–repurchase loyalty relationship. The study analyses survey data from 922 Vietnamese consumers. The study uses structural equation modelling for testing mediator and moderator effects. The results indicate that satisfaction has both positive direct and indirect effects on repurchase loyalty via involvement. Ambivalence has negative direct effects on both satisfaction and involvement, but does not directly influence repurchase loyalty. Empirical evidence also reveals that ambivalence and involvement are both moderators in the satisfaction–repurchase loyalty relationship. However, the moderating mechanisms of the two constructs in this relationship are different. While involvement moderates positively the direct effect of satisfaction on repurchase loyalty, ambivalence moderates negatively the indirect effect of satisfaction on repurchase loyalty via involvement. This result means that the indirect effect of satisfaction on repurchase loyalty through involvement is weaker under high ambivalence than low ambivalence. The results of this study indicate that ambivalence and involvement, as well as the combined role of these constructs, are important to understanding and explaining the relationship between satisfaction and repurchase loyalty.

Suggested Citation

  • Tuu, Ho Huy & Olsen, Svein Ottar, 2010. "Ambivalence and involvement in the satisfaction–repurchase loyalty relationship," Australasian marketing journal, Elsevier, vol. 18(3), pages 151-158.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:151-158
    DOI: 10.1016/j.ausmj.2010.03.002
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    References listed on IDEAS

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    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. Michael W. Browne & Robert Cudeck, 1992. "Alternative Ways of Assessing Model Fit," Sociological Methods & Research, , vol. 21(2), pages 230-258, November.
    3. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    4. Richins, Marsha L. & Bloch, Peter H., 1991. "Post-purchase product satisfaction: Incorporating the effects of involvement and time," Journal of Business Research, Elsevier, vol. 23(2), pages 145-158, September.
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    Cited by:

    1. Melnyk, Valentyna, 2014. "Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative," Australasian marketing journal, Elsevier, vol. 22(4), pages 335-341.
    2. Youshi He & Jingyan Wu & Min Wang, 2022. "Causes and Behavioral Evolution of Negative Electronic Word-of-Mouth Communication: Considering the Mediating Role of User Involvement and the Moderating Role of User Self-Construal," Sustainability, MDPI, vol. 15(1), pages 1-18, December.

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