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 MoreFeatured
Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents
Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München
Featured
Born to Shop? A Genetic Component of Deal Proneness
Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University
Featured
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA