| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === With the increasingly intensive establishment of online stores, consumers’ shopping selection is getting more diversified. There are significant differences between physical stores and online stores and they compete and cooperate (coopetite) with each other. If online stores can not provide a satisfactory shopping quality, consumers are very likely to switch purchasing from online stores to physical stores; therefore, exploring the reasons of why shoppers switch to purchase in physical stores has become the issue which online stores first need to understand for keeping customers stay. This study is based on Theory of Planed Behavior to explore the determinants of affecting online shoppers’ switching to purchase in physical stores. Through using printed and online questionnaires to survey consumers who has actually purchased in real and virtual channels, a total of 283 valid questionnaires were collected. After adopted structural equation model to validate research hypotheses, the results revealed: (1) the process quality disconfirmation of online stores has a significant effect on consumers’ switching intention; (2) the service recovery disconfirmation of online stores has a significant effect on consumers’ switching attitude; (3) service recovery disconfirmation affect consumers’ switching intention through switching attitude; (4) switching cost reversely affects consumers’ switching intention; (5) neither Internet word of mouth nor interpersonal word of mouth will affect consumers’ switching intention. According to abovementioned findings, this study provides practical recommendations for references of e-commerce industry on improving service quality to keep customers stay.
Keywords: switching intention; switching attitude; switching cost; service quality
disconfirmation,Internet word of mouth; service recovery disconfirmation
|
|---|
