TY - JOUR
T1 - Online consumers' switching behavior
T2 - A buyer-seller relationship perspective
AU - Li, Dahui
AU - Browne, Glenn J.
AU - Wetherbe, James C.
PY - 2007
Y1 - 2007
N2 - Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is important to understand the differences in relationship orientations between people who have the propensity to stick to particular Web sites ("stayers") and people who have the propensity to switch to alternative Web sites ("switchers"). This study proposes a relationship-based classification schema consisting of five dimensions: that is, commitment, trust, satisfaction, comparison level of the alternatives, and nonretrievable investment. Data were collected from 299 college students who had experience with e-commerce Web sites. Using discriminating analysis, we found that stayers and switchers were significantly different along the five research dimensions. Satisfaction with the current Web site was the most important discriminant factor, followed by trust, commitment, comparison level of alternative Web sites, and nonretrievable investment in the current Web site. Implications of the findings for researchers and practitioners are discussed.
AB - Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is important to understand the differences in relationship orientations between people who have the propensity to stick to particular Web sites ("stayers") and people who have the propensity to switch to alternative Web sites ("switchers"). This study proposes a relationship-based classification schema consisting of five dimensions: that is, commitment, trust, satisfaction, comparison level of the alternatives, and nonretrievable investment. Data were collected from 299 college students who had experience with e-commerce Web sites. Using discriminating analysis, we found that stayers and switchers were significantly different along the five research dimensions. Satisfaction with the current Web site was the most important discriminant factor, followed by trust, commitment, comparison level of alternative Web sites, and nonretrievable investment in the current Web site. Implications of the findings for researchers and practitioners are discussed.
KW - Brand loyalty
KW - Buyer/seller markets
KW - Commitment
KW - Consumer-Web site interaction
KW - Customer relations
KW - Satisfaction
KW - Trust
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U2 - 10.4018/jeco.2007010102
DO - 10.4018/jeco.2007010102
M3 - Article
AN - SCOPUS:34047218284
SN - 1539-2937
VL - 5
SP - 30
EP - 42
JO - Journal of Electronic Commerce in Organizations
JF - Journal of Electronic Commerce in Organizations
IS - 1
ER -