Conceptualizing and measuring online switching costs
Ghazali , Ezlika , Arnott, David C. and Mutum, Dilip S. (2011) Conceptualizing and measuring online switching costs. In: 2010 European Conference of the Association for Consumer Research, Royal Holloway, University of London, 30 Jun - 3 Jul 2010. Published in: E - European Advances in Consumer Research, Volume 9 pp. 151-157.Full text not available from this repository.
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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.
|Item Type:||Conference Item (Paper)|
|Subjects:||H Social Sciences > H Social Sciences (General)|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Journal or Publication Title:||E - European Advances in Consumer Research|
|Publisher:||Association for Consumer Research|
|Page Range:||pp. 151-157|
|Access rights to Published version:||Open Access|
|Adapted As:||Ghazali, E., Arnott, DC, & Mutum, D. (2011). Conceptualizing and measuring online switching costs. European Advances In Consumer Research Conference, Royal Holloway, University of London, 2010.|
|Conference Paper Type:||Paper|
|Title of Event:||2010 European Conference of the Association for Consumer Research|
|Type of Event:||Conference|
|Location of Event:||Royal Holloway, University of London|
|Date(s) of Event:||30 Jun - 3 Jul 2010|
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