CI influences consumption behavior significantly, and this
standpoint can be seen from the studies of Im et al. (2003) and Chen (2011) who show that the
purchase of new products is greatly affected by CI. According to Chang (2007) and Lassar
et al. (2005), the acceptability of market innovation, namely, online shopping and cyber bank,
is enormously influenced by CI. Further study from Liu and Su (2010) shows the influence of
CI on the development of an enterprise brand. However, literature about the influence of CI
on GC behavior remains unavailable.