Examining online switching costs over search product and experience product contexts

Hee Woong Kim, Sujin Choi, Ki Ho Kim

Research output: Contribution to conferencePaper

2 Citations (Scopus)

Abstract

Many Internet vendors have realized the importance of "locking- in" online customers in order to ensure their profitability. For this reason, many researchers have paid attention to the formation of switching costs which acting as a barrier that prevent customers from easily changing from one vendor to another. Erection of switching barriers will represent an important strategy for locking in customers and increasing their willingness to pay price premium. This study aims to examine the relationships among customer satisfaction, perceived value, relative advantage, and switching costs. This study further examines the effect of switching costs on customer's willingness to pay more. This study collects data and test the research model over two contexts, search product context and experience product context. The empirical results show the key role of switching costs in leading to willingness to pay more and the relationships among the four constructs. The theoretical and practical implications of this study are then discussed.

Original languageEnglish
Pages260-271
Number of pages12
Publication statusPublished - 2010
Event14th Pacific Asia Conference on Information Systems, PACIS 2010 - Taipei, Taiwan, Province of China
Duration: 2010 Jul 92010 Jul 12

Other

Other14th Pacific Asia Conference on Information Systems, PACIS 2010
CountryTaiwan, Province of China
CityTaipei
Period10/7/910/7/12

All Science Journal Classification (ASJC) codes

  • Information Systems

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    Kim, H. W., Choi, S., & Kim, K. H. (2010). Examining online switching costs over search product and experience product contexts. 260-271. Paper presented at 14th Pacific Asia Conference on Information Systems, PACIS 2010, Taipei, Taiwan, Province of China.