An Empirical Research Of The Effect Of Switching Costs On Online Customer Behavior Intention

With the development of economy and the popularity of Internet,the scale of netizens in China expands rapidly.A variety of e-commerce website emerged just like mushrooms and the online shopping as a new shopping patterns develops rapidly. E-commerce consumer market becomes more competitive and costs of attracting new customers are increasingly higher, customer loyalty has become the main source of long-term profits. Internet enterprises, cultivating loyal customers is more important. Creating excellent customer satisfaction and seting a higher switching costs have been the two primary means of obtaining loyal customers. Many scholars in the research on customer loyalty prove that customer satisfaction is an important influence factor of customer loyalty, but these studies can not explain why satisfied customers switch or dissatisfied customers still repeat purchase. Customer switching costs as barriers to prevent customers leaving the enterprise have been another important factor of customer loyalty and have caused widespread concern in academia and corporate practice. How to use the switching costs to promote the online shopping customers to repeat purchase and positive word of mouth, has become an urgent problem of domestic e-commerce site.This study is based on online consumer perspective and choose customer’s behavioral intentions in the network environment as the object of study, according to the nature of switching barrier, costs are divided into positive and negative switching costs,with consumer sentiment for the intermediate variables.Through literature research and depth interviews for the preparation of the relevant variables scale, the questionnaire design and online shopping behavior research.Using SPSS17.0, AMOS17.0software for data processing and statistical analysis to build the driving mechanism of the switching costs to customer behavior intention in the context of online shopping and provide theoretical guidance for the corporate marketing practice.In network background, relational, financial switching costs and the risks costs have significantly positive effects on affective commitment, and then directly or through the positive emotions have a positive impact on repeat purchase intention, but the affective commitment and positive emotions did not significantly impact negative word of mouth; procedural switching costs significantly affect the calculative commitment and then has a direct positive impact on repurchase intention, negative word of mouth,or through negative emotions,has a positive impact on negative word of mouth, but the reverse influence on repurchase intention. The empirical results suggest that companies should be cautious and rational use of switching costs and emotional management and guidance.