Service for specialized and digitalized: Consumer switching perceptions of E‐commerce in specialty retail

Abstract

This study explored factors influencing customers' perceptions and behaviors under the fact of low e‐commerce adoption rate in specialty retail. This research uses e‐commerce service and switching costs to determine customer behaviors in the e‐commerce of specialty retail. The results showed that e‐commerce client interface and technology have no effects on customers' acceptance of the new business relationship online, e‐commerce client interface increases customers' acceptance of setup costs, and also, e‐commerce technology increases customers' acceptance of setup costs and learning costs in specialty retail. This study found important factors affecting customers' perceptions and behaviors in the e‐commerce of specialty retail.