The effects of commitment and identification on consumption

Previous work has demonstrated relationships among consumers' perceptions of a service organization's characteristics, their affiliation history with the organization, their consumption of the organization's products and services, and their identification with the organization. Other work has examined similar sets of variables, but using commitment in lieu of identification. This study uses structural equation modeling to test whether affiliation characteristics and perceptions of the organization affect consumption, and whether identification and commitment mediate the effect. The rival hypothesis that consumption affects identification is also tested. The pathway from organizational characteristics to consumption is found to be mediated by commitment and identification. Affiliation characteristics have a direct effect on consumption.