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

Author

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  • Yi-Mu Chen

    (National Pingtung University)

  • Tseng-Lung Huang

    (National Taipei University of Technology)

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.

Suggested Citation

  • Yi-Mu Chen & Tseng-Lung Huang, 2025. "Exploring consumers’ stick-or-switch behaviors in omnichannel retailing service: self-determination theory perspectives," Service Business, Springer;Pan-Pacific Business Association, vol. 19(2), pages 1-28, June.
    • Handle: RePEc:spr:svcbiz:v:19:y:2025:i:2:d:10.1007_s11628-025-00588-0
    DOI: 10.1007/s11628-025-00588-0
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