| Abstract: | The purpose of our study was to extend and verify a consumer’s cross-buying intention model. A questionnaire was constructed and data were collected from 431 customers of banks in Taiwan. Factor analysis and regression techniques were then applied to test the hypotheses.
This research examine the relationships among customer satisfaction, switching cost, brand awareness, one stop shopping convenience, trust, inertia and cross-buying intention, and the mediating effects of trust and inertia. With regard to research method, we employ factor analysis and regression analysis to test the data. First, factor analysis was used to extract 7 factors, such as customer satisfaction, switching cost, brand awareness, one stop shopping convenience, trust, inertia and cross-buying intention. Second, we use regression analysis to test the main and mediating effects of related variables. Emperical results show that switching cost, brand preference, one stop shopping convenience, trust and inertia all have positive effects on customer’s cross-buying intention. In addition, trust and inertia will mediate the effect of brand awareness and one stop shopping convenience on customer’s cross-buying intention. |
