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

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.