Religion or Religiosity: Which Is the Culprit for Consumer Switching Behavior?

Youngtae Choi, Antony Paulraj, Jongkuk Shin

Research output: Journal PublicationArticlepeer-review

29 Citations (Scopus)


This research investigates how religion (i.e., religious affiliation) and religiosity affect consumer switching behaviors in Korea and the U.S. Data were collected from Korea (Buddhists, Catholics, Protestants, and nonreligious consumers) and the U.S. (Catholics, Protestants, and nonreligious consumers). ANOVA and structural equation modeling using LISREL were employed to test the hypotheses regarding consumer switching behaviors. The findings suggest that religiosity, expressed as the importance of religious beliefs in one's life, can be a trigger that influences consumer switching behaviors and that religious affiliation is not a good predictor of consumer switching behaviors. The relationships between religion, religiosity, and control variables were also examined using MANOVA.

Original languageEnglish
Pages (from-to)262-280
Number of pages19
JournalJournal of International Consumer Marketing
Issue number4
Publication statusPublished - Jul 2013
Externally publishedYes


  • Consumer switching behavior
  • Korea
  • U.S.
  • religion
  • religiosity
  • religious affiliation

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing


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