AbstractsLaw & Legal Studies

Recently, some consumers change their shopping channel from surrogate shopper to foreign shopping website gradually. However, more than half consumers still adopt surrogate shopper. Our research purposes are exploring the effect of inertia on switching from surrogate to direct shopping and finding the factors that influence consumersâ switch intention base on Push-Pull-Mooing framework. We find out eight factors to influence switch intention according to literature review. Pull factors include inconvenience, low transaction utility, low service quality, dissatisfaction with surrogate shopper. The push factor is exactly the reverse. Itâs relative advantage of direct purchasing. In addition, mooring factor is entry barriers to direct purchasing Entry barrier is divided by communication barrier, transaction barrier and distribution barriers. Additionally, inertia is also a second-order constructs, it include behavioral-based, affective-based and cognitive-based. We use on-line survey to collect data. The valid responses were 370. The results suggest that (1) relative advantage of direct purchasing is the most important factor on switch intention, then dissatisfaction with surrogate shopper and inertia; (2) For push factors, low service quality has high impact on dissatisfaction; (3) Relative advantage of direct purchasing and dissatisfaction with surrogate shopper are negatively associated with inertia. Entry barrier is positively associated with inertia. In addition, behavioral-based is a principal cause of inertia; (4) Transaction barrier is a main point of entry barrier.