Customers' online channel switching behavior: The moderating role of switching cost

Zahra Pourabedin*, Yeoh Sok Foon, Rajat Subhra Chatterjee, Jessica Sze Yin Ho

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


Mobile applications offer retailers a new distribution channel. Because of some extra functions, mobile applications provide unique benefits in comparison with websites, creating extra value for customers. There are few researches about online channel switching behavior within retail industry. This study, aims to investigate channel switching behavior in two internet retail channels: sites and mobile applications, along with the moderating role of switching cost. A conceptual model was developed to (1) identify the possible values that customers perceive in using mobile applications and test the effect of these identified values on attitude toward channel-switching and channel switching intention, (2) investigate the moderating role of switching cost. Findings from this study indicated that utilitarian and epistemic values were generally associated with attitude toward channel-switching; and switching cost had a significant moderating impact. Hence, attitude toward channel-switching influenced channel-switching intention. The results from this study will be useful for retail marketers in planning digital interaction with customers.

Original languageEnglish
Pages (from-to)2961-2970
Number of pages10
JournalInformation - An International Interdisciplinary Journal in English, Japanese and Chinese
Issue number7B
Publication statusPublished - Jul 2016


  • Channel switching
  • Mobile application
  • Mobile marketing
  • Retail industry
  • Switching cost

ASJC Scopus subject areas

  • Information Systems


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