Abstract
This study investigated the relationship between religious affiliation and level of religiosity and consumer productโ and storeโswitching behavior among South Korean consumers. Comparisons in switching behavior are reported for three different denominational groups prevalent in South Korea (Buddhism, Catholicism, and Protestantism), nonโreligious affiliated respondents, and among persons exhibiting different levels of religiosity. Religious affiliation, including nonโaffiliation, was not found to be significantly related to switching behavior. However, consumers reporting high levels of religiosity were found to be significantly less likely to engage in product purchaseโ and storeโswitching behaviors than those reporting lower levels of religiosity. Consumers reporting high levels of religiosity are also less likely to engage in product purchase switching behavior than nonโreligious affiliated consumers (i.e., no religiosity consumers). This pattern held across denominations. Statistically significant differences in switching behavior were not obtained between consumers reporting low levels of religiosity and those respondents who expressed no religious affiliation.
Copyright ยฉ 2009 John Wiley & Sons, Ltd.