Ambivalence and involvement in the satisfaction–repurchase loyalty relationship

This study tests the different and combined roles of involvement and ambivalence in the satisfaction–repurchase loyalty relationship. The study analyses survey data from 922 Vietnamese consumers. The study uses structural equation modelling for testing mediator and moderator effects. The results indicate that satisfaction has both positive direct and indirect effects on repurchase loyalty via involvement. Ambivalence has negative direct effects on both satisfaction and involvement, but does not directly influence repurchase loyalty. Empirical evidence also reveals that ambivalence and involvement are both moderators in the satisfaction–repurchase loyalty relationship. However, the moderating mechanisms of the two constructs in this relationship are different. While involvement moderates positively the direct effect of satisfaction on repurchase loyalty, ambivalence moderates negatively the indirect effect of satisfaction on repurchase loyalty via involvement. This result means that the indirect effect of satisfaction on repurchase loyalty through involvement is weaker under high ambivalence than low ambivalence. The results of this study indicate that ambivalence and involvement, as well as the combined role of these constructs, are important to understanding and explaining the relationship between satisfaction and repurchase loyalty.