Journal Of Consumer Behaviour J Consumer

Topics: Effect size, Validity, Interaction Pages: 15 (10150 words) Published: November 30, 2014
Journal of Consumer Behaviour, J. Consumer Behav. 11: 391–405 (2012) Published online 23 May 2012 in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.1384

Satisfaction strength and intention to purchase a new product ANA ALINA TUDORAN1*, SVEIN OTTAR OLSEN2 and DOMINGO C. DOPICO3 1
Aarhus University, Business and Social Sciences, Aarhus, Denmark 2
Tromsø Business School, Tromsø, Norway
3
University of Coruña, Coruña, Spain
ABSTRACT
This study examines the role of satisfaction strength on the correspondence between reported satisfaction and intention to purchase a new product. The market testing underlying this study analyzes the market opportunities for a novel prototype. The research was conducted at a central location with 239 randomly selected consumers. Results indicate that (un)certainty, ambivalence, and importance cognitions and feelings significantly moderate the relationship between reported satisfaction and individuals’ intention to purchase. For example, the association between consumers’ reported satisfaction level and purchasing intention of the new product is weaker as uncertainty increases. Significant moderated-mediation and mediated-moderation effects were also found with Structural Equation Modelling. Judgments of ambivalence moderate the satisfaction–purchasing intention relationship through the mediating effect of importance. (Un)certainty fully mediates the moderating effect of importance on the satisfaction–purchasing intention link. The research validates the usefulness of assessing the satisfaction strength concept and illustrates its potential as a better predictor of intentions than satisfaction level alone. The study argues on the nomological validity of the satisfaction construct and reveals that assessment of satisfaction strength should support the management goal of identifying truly satisfied customers. Copyright © 2012 John Wiley & Sons, Ltd.

INTRODUCTION
The consumer experience measurement should be at the
forefront when launching a new product. Satisfaction is
the most common construct used for measuring consumers’
experience (Tzokas et al., 2004). Satisfaction is fundamental to predicting purchasing intention and maintaining loyalty
(Oliver, 2010). One of the challenges the organizations and
private businesses face however is to measure consumers’
satisfaction in a consistent way, to thoroughly anticipate
consumers’ purchase intentions and market acceptance of
the new product (Luan and Sudhir, 2010). The evidence
suggests that many consumers who report that they are very
satisfied during a product or service evaluation subsequently reconsider this opinion (Krosnick and Smith, 1994). Indeed,
numerous consumers evaluate favorably certain products or
services and thus express high satisfaction and then show
no purchasing intention or behave unfavorable towards the
products/services they initially liked.
The key issue is that consumer satisfaction assessment is
far more complex than the majority of previous research
studies ever investigated. A favorable orientation towards
the object exerts an influence on individuals’ intentions, contingent on the strength with which individuals hold that
orientation (Krosnick and Smith, 1994). Satisfaction has an
impact on purchasing intentions or behavior depending on
the strength with which consumers hold that satisfaction.
Whereas psychology literature (Krosnick and Smith, 1994;
Petty et al., 2007) has devoted considerable theoretical attention to the study of attitude strength, empirical applications of attitude strength theory to business practice are among the
*Correspondence to: Ana Alina Tudoran, Aarhus University, Business and Social Sciences, Haslegaardsvej 10, DK-8210 Aarhus, Denmark. E-mail: anat@asb.dk

Copyright © 2012 John Wiley & Sons, Ltd.

recent research topics in business literature. Chandrashekaran et al. (2007) focus on the role of certainty surrounding
customer’s satisfaction in a...

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