An Empirical Study on Credibility Information and Product Involvement's Influence on Consumers' Brand Switching Intention

摘要

This paper discussed the three factors' influence on consumers' brand switching intention, including characteristics of credibility information sources, the level of consumers' product involvement and the different aspect of product involvement. The study has found out that both the characteristics of credibility information and the level of consumers' product involvement have distinct positive influence on consumers' brand switching intention, while the influence of different product involvement aspects varies.