Abstract Based on the impulsive/reflective model, the research constructs a dual process model to investigate the influence of purchase habit on the new product choice behavior. Through two field studies，we found that ① purchase habit is like a double-edged sword. Specifically, in light of the impulsive system, habitual consumers are inclined to follow inertia mechanism, producing negative effect on the choice without the mediation of the intention. In the reflective system, the purchase habit tends to be in accord with flexible mechanism, and positively influencing their new products choice. ②Deliberative level plays a moderating role in the dual process mechanisms. ③In impulsive system, behavior schemata is the full mediator between purchase habit and new product choice behavior. In reflective system, satiation mediates partly between purchase habit and new product choice behavior. Theoretically, the research contributes to redefining the special role of purchase habit in the process of consumer decision.
2017, Vol. 14 
