Conceptualising and Measuring Online Switching Costs

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.



Citation:

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.

Authors

Ezlika Ghazali, Warwick Business School, UK
David Arnott, Warwick Business School, UK
Dilip Mutum, Warwick Business School, UK



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance

Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

Read More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.