A research on the effects of involvement on loyalty - the mediating role of perceived risk and knowledge

Authors

  • Tamás Gyulavári BCE Marketing és Média Intézet
  • Krisztina Dörnyei BCE Marketing és Média Intézet

Keywords:

vásárlói hűség, lojalitás, márkahűség, érdekeltég, involvement, észlelt tudás, észlelt kockázat, élelmiszer

Abstract

Our research aimed to reveal the effects that can be observed during the buying process of food products and can influence the decisions of the customers. We focused on the role of enduring involvement in customers’ behavioural loyalty, that is, the repurchase of food brands. To
understand this relationship in a more sophisticated way, we involved two mediating constructs in our conceptual model: perceived risk and perceived knowledge of food products. The data collection was carried out among undergraduate students in frame of an online survey, and we used SPSS/AMOS software to test the model. The results only partly supported our hypothesis, although the involvement effects on loyalty and the two mediating constructs were strong enough, loyalty couldn’t be explained well by perceived risk and knowledge. The roles of further mediating/moderating variables should be determined and investigated in the next section of the research series.

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Published

2019-10-07

How to Cite

Gyulavári, T. and Dörnyei, K. (2019) “A research on the effects of involvement on loyalty - the mediating role of perceived risk and knowledge”, The Hungarian Journal of Marketing and Management, 46(1-2), pp. 64–76. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/404 (Accessed: 28 November 2024).

Issue

Vol. 46 No. 1-2 (2012)

Section

Consumer Research

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