This article formulates and empirically tests a conceptual framework that considers the antecedents of switching barriers and overall satisfaction, and their roles as drivers of customer retention in on‐line settings. To test the proposed hypotheses, structural equation modeling based on data obtained from a large on‐line retailing store in Taiwan is used. The results suggest that perceived switching costs and community building exert the greatest impact on repurchase intentions through switching barriers and overall satisfaction. Furthermore, relational orientations significantly moderate the link between switching barriers and repurchase intentions. Finally, the theoretical and practical implications of the findings are discussed. © 2006 Wiley Periodicals, Inc.
Psychology & Marketing – Wiley
Published: May 1, 2006
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