Earticle

초록

영어

Internet vendors are gradually realizing the importance of "locking-in" online customers in order to ensure profitability. Erection of switching barriers increases customers’lock-in and in turn may result in their willingness to pay price-premium for the same service. However, raising customer lock-in online is difficult because search costs are very low. Therefore, this study examines the effect of switching barriers (customer satisfaction, perceived value and relative advantage) on switching costs and the effect of switching costs on customer’s willingness to pay more. Since switching costs and consequent relationships may depend upon the type of product therefore the research model in this study is examined for both search products and experience products. Data is collected through an online survey from two websites (one each for search product and experience product). The empirical results show the key role of switching costs in customers’ willingness to pay more and the relationships among the four constructs. The theoretical and practical implications of this study are also discussed.

목차

Abstract
 Ⅰ. Introduction
 Ⅱ. Conceptual Background
  2.1 Dedication-based and Constraint-based Relationship Building
  2.2 Switching Cost
  2.3 Relative Attractiveness
  2.4 Satisfaction
  2.5 Perceived Value
  2.6 Willingness to Pay More
 Ⅲ. Research Model and Hypotheses
 Ⅳ. Research Methodology
 Ⅴ. Data Analysis and Results
 Ⅵ. Discussion
 Ⅶ. Conclusion and Implications
 References
  Measurement Items

저자

• Hee-Woong Kim [ Graduate School of Information, Yonsei University, Seoul Korea ]
• Sumeet Gupta [ Indian Institute of Management Raipur, India ]
• So-Hyun Lee [ Graduate School of Information, Yonsei University, Seoul Korea ]

참고문헌