The Impact of “Feature Fatigue” on Consumers' Repurchase Behavior and Word of Mouth Activity
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- Haruhiko Kanda
- University of Tsukuba
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- Chizuru Nishio
- University of Tsukuba
Bibliographic Information
- Other Title
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- 機能疲労がリピート購買行動とクチコミ行動に及ぼす影響
Abstract
<p>Consumers tend to choose products with too many features at the time of purchase that they later find difficult to use. Such the reverse phenomenon of preferences has been called “Feature Fatigue”. Previous research has implied that “Feature Fatigue” usually results in switching or negative word of mouth activity.</p><p>In this study in order to demonstrate the effect of “Feature Fatigue”, two surveys were conducted on the digital camera's repurchase behavior. An analytical model based on the hypothesis demonstrates that “Feature Fatigue” has a negative impact on the actual repurchase behavior. In addition, “Feature Fatigue” can cause negative word of mouth activity, decline in positive word of mouth activity, and weaken the effect of brand commitments which suppress negative word of mouth activity.</p>
Journal
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- Advances in Consumer Studies
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Advances in Consumer Studies 21 (1_2), 1_2_1-1_2_24, 2015
Japan Association for Consumer Studies
