Building committed online shoppers through shopping goals and switching cost

Ernest Emeka Izogo () and Chanaka Jayawardhena ()
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Ernest Emeka Izogo: Ebonyi State University
Chanaka Jayawardhena: University of Hull Business School

Journal of Marketing Analytics, 2019, vol. 7, issue 3, No 2, 127-140

Abstract: Abstract This paper examines the effect of shopping goals and switching cost on customer commitment from the notional lens of the self-determination theory (SDT) through a survey-based data retrieved from Nigerian online shoppers. Findings indicate that (i) utilitarian shopping goal influences hedonic shopping goal; (ii) utilitarian and hedonic shopping goals influence shoppers’ commitment to online shopping; and (iii) switching cost moderates the effect of utilitarian shopping goal on customer commitment. Thus, this paper provides an extended understanding of online shopping acceptance from the viewpoint of the SDT by demonstrating how intrinsic and extrinsic motivators influence shoppers’ commitment to online shopping. We also extend the SDT by illustrating the moderating role of switching cost in the link between utilitarian shopping goal and customer commitment.

Keywords: Customer commitment; Online shopping acceptance; Self-determination theory; Shopping goals; Switching cost (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1057/s41270-019-00051-w

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