Analyzing variety seeking behavior using panel data

Past research into variety seeking has provided a growing body of research evidence on the significance of both intrinsic and extrinsic motivation factors as determinants of variety-seeking behavior. However, few of the many studies have addressed the role of product-specific characteristics on variety-seeking behavior across different product categories. This study presents the results of a field-based study that uses consumer panel data of Hong Kong consumers for analyzing variety-seeking behavior across six product categories: (1) packaged rice, (2) liquid milk, (3) instant noodle, (4) toilet tissue, (5) toothpaste, and (6) liquid soap. Specifically, the postulated influential power of both intrinsically (i.e., need for variety) and extrinsically motivated factors (i.e., product-category level characteristics) are assessed in terms of their relative degree of influence on variety-seeking behavior. Results show that need for variety, gender, type of product, purchase history, and number of available alternatives are significant predictors of consumer variety-seeking behavior.