Conceptualising and Measuring Online Switching Costs

Ezlika Ghazali, Warwick Business School, UK
David Arnott, Warwick Business School, UK
Dilip Mutum, Warwick Business School, UK
In this paper, we explore the conceptualisation and measurement of perceived online switching costs. Through a combination of exploratory and confirmatory factor analyses, the measurement items of each construct were submitted to tests evaluating dimensionality, convergent validity, reliability and discriminant validity. The results indicate five distinctive dimensions; namely, artificial cost, learning cost, uncertainty cost, search and evaluation cost and brand relationship cost. The measurement purification and validation processes were carried out using two samples from the same population comprising internet purchasers in the UK.
[ to cite ]:
Ezlika Ghazali, David Arnott, and Dilip Mutum (2011) ,"Conceptualising and Measuring Online Switching Costs", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 151-157.