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Determinants of switching intention from web-based stores to retail apps: Habit as a moderator
Affiliation:1. School of Business and Law, Edith Cowan University, Joondalup, WA, 6027, Australia;2. Graduate School of Business, Universiti Sains Malaysia, 11800, USM, Malaysia;3. School of Arts and Humanities, Edith Cowan University, Joondalup, WA, 6027, Australia;4. Faculty of Business, Sohar University, Sohar P.O. Box: 44, P. Code 311, Sohar, Oman;5. Department of International Business Administration, I-Shou University, Kaohsiung, Taiwan;1. National University of Singapore, 15 Kent Ridge Drive, Singapore 119245, Singapore;2. China Europe International Business School, Shanghai, China;3. Nelson Mandela Metropolitan University, South Africa;4. Regents’ Professor Emeritus, Georgia Institute of Technology, USA;1. School of Management, Fudan University, China, 670 Guoshun Road, Shanghai 200433, China;2. Institute of High Performance Computing (IHPC), Agency for Science, Technology and Research (A*STAR), Singapore, 1 Fusionopolis Way, #16-16 Connexis, Singapore 138632, Singapore;3. Global Enterprise Mobility, Singapore Telecommunications Limited (SingTel), 31 Exeter Road, #12-00, Comcentre, Singapore 239732, Singapore;4. Department of Information Systems, National University of Singapore, Computing 1, 13 Computing Drive, Singapore 117417, Singapore;1. Department of Information Management, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan, ROC;2. Department of Information Management, National University of Kaohsiung, 700, Kaohsiung University Rd., Nanzih District, Kaohsiung 811, Taiwan, ROC;3. Department of Information Engineering, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan, ROC;4. Extension Education Center, I-Shou University, No. 1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan, ROC;1. School of International Business and Marketing, University of Economics Ho Chi Minh City (UEH), 59C Nguyen Dinh Chieu, Ho Chi Minh City, Viet Nam;2. Business Administration Department, National Central University, No. 300, Chung-Ta Rd, Chung Li District, Taoyuan City, 32001, Taiwan, ROC;3. School of Management, University of Economics Ho Chi Minh City (UEH), 59C Nguyen Dinh Chieu, Ho Chi Minh City, Viet Nam;1. Indian Institute of Management Shillong, India;2. University of Puerto Rico, San Juan, USA;3. Norwich Business School, University of East Anglia, UK;4. College of Engineering, Effat University, Jeddah, Saudi Arabia;5. King Abdulaziz University, Jeddah, Saudi Arabia;6. University of Reading Henley Business School, UK;1. College of Business, Mississippi State University, Mississippi State, MS 39762, United States;2. Orfalea College of Business, California Polytechnic State University, San Luis Obispo, CA 93407, United States
Abstract:Online retailers seek to motivate their customers to switch from web-based stores to retail apps as using the latter as a shopping channel has many benefits for retailers compared to web-based stores. This study aims to examine the drivers of customers' intention to switch from web-based stores to retail apps by applying the Stimulus-Organism-Response (S–O-R) model. The moderating role of habit was investigated. Data were collected from 389 Malaysian individuals through an online survey and analysed using the partial least squares technique. The results indicated that performance expectancy has a significant influence on switching intention and is driven by mobile characteristics. Furthermore, effort expectancy has a positive effect on both performance expectancy and switching intention and is triggered by visual complexity and aesthetic quality. The moderating effects of habit on the associations between performance expectancy, effort expectancy and switching intention were not supported. The findings extend the literature on retail apps by exploring the switching intention drivers and testing the moderating effect of culture, which have received less attention. The results enable retail apps' developers and marketers to strategise retail apps development and marketing activities in a way that encourages current web-based stores’ customers to use retail apps as a better alternative.
Keywords:Web-based store  Retail app  Switching intention  Habit  Mobile characteristics  Retail app characteristics  Stimulus-organism-response (S–O-R) model
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