The effect of switching costs to shopping web customers stay

• Main Author: 蔡榮生
• Other Authors: 陶蓓麗
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/36431284539702908424

碩士 === 國立嘉義大學 === 資訊管理學系碩士班 === 94 === As the rapid growth of the Internet, on-line shopping has expanded markedly. Today, the Internet has become an important part of people’s daily lives. The usage of on-line shopping has gradually developed. Among the previous marketing researches, Switching cost has been recognized as an essential driver of customer stay. When the Switching Cost increases, customers tend to continue the relationship with the present supplier. In the physical market, there are various researches focusing on the effects from switching costs. On the contrary, very few researchers notice the influences of switching costs upon on-line market. This study attempts to answer following questions: 1. Among the shopping websites, do the varied switching costs exist? 2. How do the varied switching costs affect customer stay? 3. Does the switching costs affect the relationship between customer satisfaction and customer retention? The findings show that customer satisfaction is a main factor of customer stayand continuous purchase. Among the cyber-bookstores, the switching costs of relationships affect customers’ intention to stay. Among the travel websites, the switching costs of relationships and finance influence customer retention. Moreover, the switching costs of relationships and finance also affect the customer retention.