| This research examined the role of moderating variables in satisfaction research. It tested the role of prior plant knowledge on repurchase intention. Knowledge level was proposed to be a potential moderating variable of the relationship between satisfaction and repurchase intention as well as delight and repurchase intention. An Internet survey was conducted to examine an actual purchase experience, in this case the initial purchase and the actual performance of the plant following purchase. Structural equation modeling was used to test hypotheses. The results showed that knowledge level did not have a moderating effect on the delight to repurchase intention path, nor did it moderate the satisfaction to repurchase intention path. The delight to repurchase intention path, however, had a significant impact on repurchase intention. Results were consistent with existing literature, indicating that greater emphasis should be placed on delighting the consumer, rather than just satisfying them. |
