Abstract: In the catering industry, the vast majority of customers have the long-term consumption behavior of intermittent repeated consumption in multi-loyal restaurants and continuous new-restaurant-seeking. This study introduces awareness and satiety as mediating variables to explore the influencing factors and psychological mechanisms of the fusion behavior. The results show that the resource endowment of catering industry, as evidenced by wide variety, great attractiveness of substitutes, low conversion cost and so on, can significantly raise catering customers' awareness of the repeated consumption times in the same or similar stores. Such awareness will soon make them feel sated and willing to adopt fusion behaviors (including switch among loyal stores and seeking new stores). At the same time, such awareness and fusion behaviors are significantly and positively affected by exploration tendency and consumption frequency. From the perspective of multi-loyalty store switching and new store seeking, this study establishes a new dimension of variety seeking, verifies the mediating effect of awareness and satiety between resource endowment and the fusion behaviors, establishes the internal relationship between multi-loyalty and variety seeking, and reveals the psychologic root of customers' fusion behaviors.

Key words: customer multi-loyalty, new-restaurant-seeking, fusion behaviors, resource endowment