2015 Volume 21 Issue 1_2 Pages 1_2_1-1_2_24
Consumers tend to choose products with too many features at the time of purchase that they later find difficult to use. Such the reverse phenomenon of preferences has been called “Feature Fatigue”. Previous research has implied that “Feature Fatigue” usually results in switching or negative word of mouth activity.
In this study in order to demonstrate the effect of “Feature Fatigue”, two surveys were conducted on the digital camera's repurchase behavior. An analytical model based on the hypothesis demonstrates that “Feature Fatigue” has a negative impact on the actual repurchase behavior. In addition, “Feature Fatigue” can cause negative word of mouth activity, decline in positive word of mouth activity, and weaken the effect of brand commitments which suppress negative word of mouth activity.