Understanding users’ switching from online stores to mobile stores

Abstract

Compared to online stores, mobile stores as an emerging application have received less adoption among users. This may be for the reason that they are locked into the relationship with online stores and are unwilling to switch from online stores to mobile stores. From a dual perspective of enablers and inhibitors, this research examined user switching from online stores to mobile stores. Enablers include trust transfer and flow, whereas the inhibitor is switching barrier. The results indicate that user switching receives a dual influence from both enablers and inhibitors. Among them, trust transfer has the largest effect on switching intention. These results imply that service providers need to be concerned with both aspects of enablers and inhibitors in order to facilitate user switching from online stores to mobile stores.

Keywords

online stores mobile stores switching costs trust transfer.

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