| Abstract: | Through a historical analysis of the concept of inertia about its origination, definitions, and interpretations in the marketing context, this article presents the disagreements and debates on consumer inertia. In response, the authors redefine it by proposing clear definitions for two types of consumer inertia (CI1 and CI2). The reconceptualization clarifies the scope of consumer inertia and the role it plays in repeat purchase behavior. The conceptual models indicate the determinant and moderating factors of CI1 and CI2. The sequential development conceptual model of CI2 based on four dimensions (Cognitive Inertia, Affective Inertia, Conative Inertia, Action Inertia) deconstructs its mechanism. As for its relationship with loyalty, while type one inertia (CI1) leads to Spurious Loyalty, type two consumer inertia (CI2) can lead to either Loyalty, Latent Loyalty, Spurious Loyalty or No Loyalty. This study contributes to a better understanding of how consumer inertia works in repeat purchase behavior and provides some implications for future research and marketing practice. |
