Exploring consumers’ stick-or-switch behaviors in omnichannel retailing service: self-determination theory perspectives

Yi-Mu Chen () and Tseng-Lung Huang ()
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Yi-Mu Chen: National Pingtung University
Tseng-Lung Huang: National Taipei University of Technology

Service Business, 2025, vol. 19, issue 2, No 4, 28 pages

Abstract: Abstract This study aims to explore consumers’ stick-or-switch behaviors in omnichannel retailing with showrooming effects. A mixed-method approach is conducted. Study 1 utilizes a systematic literature review to understand the self-determination theory (SDT) research stream and confirms that service encounters can trigger SDT motivations and further predict behaviors. Study 2 examines the proposed model, personnel interaction and the store’s atmosphere, which drive consumers’ SDT motivations and lead to consumers’ stick-or-switch behaviors. The study conducted face-to-face surveys in shopping malls and department stores and employed a structural equations model to analyze survey data from 208 consumers with omnichannel experience. The research findings can enhance consumer loyalty and discourage switch behavior in omnichannel retailing.

Keywords: Omnichannel; Showrooming; Service encounter; Stick-or-switch-behavior; Systematic literature review (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11628-025-00588-0

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