The Role of Switching Costs in O2O Platforms: Antecedents and Consequences

被引：8
|
作者：
Gao, Yiwen [1 ]
Kang, Minghui [2 ]
Wang, Tao [1 ]
Wang, Meng [1 ]
机构：
[1] Southwestern Univ Finance & Econ, Sch Econ Informat Engn, Chengdu, Peoples R China
[2] Southwest Jiaotong Univ, Sch Econ Management, Chengdu, Peoples R China
来源：
2014 INTERNATIONAL CONFERENCE ON MANAGEMENT OF E-COMMERCE AND E-GOVERNMENT (ICMECG) | 2014年
关键词：
O2O platform; switching cost; e-loyalty; inertia;
D O I：
10.1109/ICMeCG.2014.81
中图分类号：
TM [电工技术]; TN [电子技术、通信技术];
学科分类号：
0808 ; 0809 ;
摘要：
Online to offline is a new business mode combining the online shopping and the front line transactions. No previous studies have simultaneously examined these variables as antecedents of e-loyalty intention or the possible relationships among them within O2O platform. Our paper has examined the effects of inertia, perceived ease of use, customization and quality of offering on the consumer's switching costs. These findings provide a theoretical foundation for academics and also practical guidelines for service providers in dealing with the promotion of loyalty at O2O platforms.
引用
收藏
页码：371 / 378
页数：8
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