Religious doctrinal commitment: the search for influences on brand and store switching behaviors in South Korea

Abstract

This paper introduces the new concept of religious doctrinal commitment: the degree to which individuals are committed to upholding the religious rules governing conduct in society and life. The study found that there are significant positive relationships between religiosity and religious doctrinal commitment, and that there is a significant positive relationship between individuals with high religious doctrinal commitment and the use of the same religious group members as socialization agents. Also discovered are significant negative relationships between individuals who highly use the same religious group members as socialization agents and their decreased likelihood of switching stores and brands. Further, it was discovered that positive family dispute resolution is significantly and positively influenced by religious doctrinal commitment, but fails to have a negative influence on brand and store switching behavior. In the light of this study, it can be shown that people's religious doctrinal commitment plays a role in the ways in which a marketer should attempt to reach out to its target market to either persuade or dissuade consumers in regard to switching behavior. Religious consumers depend upon like-minded believers when searching for information about a product and when making their final purchase decisions.

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