Reexamining the antecedents of customers' switching intention in the social commerce market using the quantile regression approach

Abstract

The purpose of this study is to test the effect of the antecedent variables including the push factor, pull factor, and switching costs on switching intentions. Further, this study aims to compare two alternative analysis methods for specifying a process by which the effect of determinant variables vary depending on the levels of switching intentions. Data for the study were obtained from the social commerce customers who have experience in purchasing tourism-related products or services, such as restaurant-eating tickets, accommodation checks, or any other type of travel-related products. Ordinary Least Squares (OLS) regression and Quantile regression were used to test the proposed research model. The OLS regression results depicted a significant effect of push and pull factors on switching intentions, while no significant effect of switching costs was identified. Unlike OLS regression, the results of the quantile regression suggested that economic costs, in addition to push and pull factors, had a significant effect and all antecedents that identified their effects were differently correlated across different levels of switching intentions. © 2015 International Information Institute.