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Building committed online shoppers through shopping goals and switching cost

Author

Listed:
  • Ernest Emeka Izogo

    (Ebonyi State University)

  • Chanaka Jayawardhena

    (University of Hull Business School)

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.

Suggested Citation

  • Ernest Emeka Izogo & Chanaka Jayawardhena, 2019. "Building committed online shoppers through shopping goals and switching cost," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 127-140, September.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:3:d:10.1057_s41270-019-00051-w
    DOI: 10.1057/s41270-019-00051-w
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    References listed on IDEAS

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