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http://dx.doi.org/10.5392/JKCA.2013.13.10.452

Moderating Effects of Switching Cost on the IT Service Switching Intention  

Kim, Soo-Hyun (배재대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.13, no.10, 2013 , pp. 452-460 More about this Journal
Abstract
Nowadays IT service users meet various new IT services and are considering a switch into a new IT service. IT service providers are also developing the strategies to retain and expand their customer base. Studies on switching intention have been one of the most interesting topics in the on-line and off-line markets. In this paper we investigate the factors influencing the IT service switching intention. Our research model includes the relationship between 'switching intention' and 'habit', 'alternative attractiveness', 'present service satisfaction'. In addition, we try to find the effect that 'habit' and 'alternative attractiveness' give to 'switching intention' through 'present service satisfaction'. Finally, the moderating effects of 'switching cost' are examined. This empirical paper proves that 'habit' and 'present service satisfaction' give effects to 'switching intention', and 'alternative attractiveness' give the indirect effects to 'switching intention'. In addition, 'switching cost' has the moderating effects between 'switching intention' and 'habit'.
Keywords
IT Service; Switching Intention; Habit; Service Satisfaction; Alternative Attractiveness; Switching Cost;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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