The influence of inertia on repurchase intention of hypermarket customers

Purpose: The purpose of this study was to explore the impact of inertia on consumer repurchase intention and to explore the key factors that influence inertia. This study combined satisfaction, switching barriers, competitor attraction and inertia in order to establish a repurchase intention regression model. Design/methodology/approach: Data were collected using self-administered questionnaires, which were designed by the researchers who referred to the relevant literature. The questionnaires focused on consumers from the top three hypermarkets in north Taiwan; namely, Carrefour, RT-mart and Amart. A total of 1,080 questionnaires were distributed and there were 848 valid returns, with a return rate of 77%. This study applied t test, ANOVA analysis and linear regression analysis in order to explore the relationships among satisfaction, repurchase intention and inertia. Findings: The results showed that inertia has a direct effect on the relationships between switching barriers, competitor attraction, satisfaction and repurchase intention. Moreover, inertia does not have significant moderating effect on satisfaction and repurchase intention. The study also identified that convenience, reasonable price and consumption frequency influence inertia both significantly and directly. Originality/value: Inertia does not reduce the effect of satisfaction on repurchase intention for hypermarket services; however, inertia can improve the effect of switching barriers to repurchase intention in hypermarket services, as well as act as a barrier to competitor attraction to repurchase intention in the moderating relationship model. In addition, hypermarket operators ought to identify the important factors that affect inertia.