Status quo bias and shoppers’ mobile website purchasing resistance
Purpose: Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to purchase products (mobile website purchasing). Therefore, using status quo bias theory, this study aims to investigate mobile website purchasing resistance of those customers using only desktop website purchasing. Design/methodology/approach: To test the conceptual model an online questionnaire was used to collect data from customers purchasing products using only the desktop website on a computer (n = 484) and not the retailer’s mobile website. Findings: Due to cognitive dissonance, customers using only desktop purchasing trivialize mobile website purchasing perceived attractiveness while perceiving more cognitive effort in mobile website purchasing to maintain consonance with their inertia. Further, relative advantage perceptions of mobile website purchasing lead to more trivialization of mobile website purchasing attractiveness perceptions. Desktop purchasing inertia enhances resistance through alternative attractiveness and cognitive effort perceptions, respectively, and cognitive effort and alternative attractiveness perceptions in serial. Desktop purchasing habit has the strongest positive influence on desktop purchasing inertia. Research limitations/implications: This study was conducted in a high-involvement product context. Replication in a low-involvement product context is necessary to confirm the robustness of the results. Practical implications: Retailers can use the findings to develop strategies to lower mobile website purchasing resistance in an online-mobile concurrent channel environment. Originality/value: The study provides novel insights into mobile website purchasing resistance in an online-mobile concurrent channel environment. Further, the study addresses the gap in research on inertia and switching costs in the adoption of concurrent channels.
Year of publication: |
2020
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Authors: | Nel, Jacques ; Boshoff, Christo |
Published in: |
European Journal of Marketing. - Emerald, ISSN 0309-0566, ZDB-ID 2002936-6. - Vol. 54.2020, 6 (19.05.), p. 1433-1466
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Publisher: |
Emerald |
Saved in:
Online Resource
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