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Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective

Author

Listed:
  • Dahui Li

    (University of Minnesota Duluth, USA)

  • Glenn J. Browne

    (Texas Tech University, USA)

  • James C. Wetherbe

    (Texas Tech University, USA)

Abstract

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.

Suggested Citation

  • Dahui Li & Glenn J. Browne & James C. Wetherbe, 2007. "Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 5(1), pages 30-42, January.
    • Handle: RePEc:igg:jeco00:v:5:y:2007:i:1:p:30-42
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    Cited by:

    1. Chang Hee Han & Swati Tyagi & Namgyu Kim & Byounggu Choi, 2016. "Understanding Internet service switching behaviour based on the stage model," Information Systems and e-Business Management, Springer, vol. 14(3), pages 665-689, August.
    2. MinJae Lee & JinKyu Lee, 2012. "The impact of information security failure on customer behaviors: A study on a large-scale hacking incident on the internet," Information Systems Frontiers, Springer, vol. 14(2), pages 375-393, April.
    3. Mutum, Dilip & Mohd Ghazali, Ezlika & Nguyen, Bang & Arnott, David, 2014. "Online loyalty and its interaction with switching barriers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 942-949.

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