earticle

영어

The research aimed to explore the relationship between consumer inertia and purchase intention through subjective product knowledge. Consumer inertia and purchase intention were analyzed as independent and dependent variables respectively whereas subjective product knowledge was observed as a moderator. This research was quantitative in nature. Data were collected from smartphone users through questionnaire. Convenient sampling technique was used to conduct the survey. Hierarchical regression analysis was applied to test the hypotheses. The results showed that there was a positive relationship between consumer inertia and purchase intention and through moderating role of subjective product knowledge it became stronger. Findings of this research suggested the subjective product knowledge as a good moderator of purchase intention. Additionally, subjective product knowledge was included as a moderator between the relationship of consumer inertia and purchase intention.