The author would like to thank the anonymous referees and Professor Nataraajan for their valuable comments and suggestions on the early version of this paper. This research received financial support from the Taiwan National Science Council, NSC 100–2410-H-364–003.
Cognitive Lock-In Effects on Consumer Purchase Intentions in the Context of B2C Web Sites
Article first published online: 11 SEP 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 10, pages 738–751, October 2012
How to Cite
Shih, H.-P. (2012), Cognitive Lock-In Effects on Consumer Purchase Intentions in the Context of B2C Web Sites. Psychol. Mark., 29: 738–751. doi: 10.1002/mar.20560
- Issue published online: 11 SEP 2012
- Article first published online: 11 SEP 2012
- Taiwan National Science Council. Grant Number: NSC 100–2410-H-364–003
The perspective of power law of practice and human capital model asserts that cognitive search costs, cognitive transaction costs, and cognitive switching costs are three lock-in mechanisms that a business-to-consumer (B2C) Web site holds to retain customers. Whether the ability of customer value or the lock-in mechanism is more dominant for retaining online shoppers has received recent attention, but remains unresolved in the literature. This study sheds light on perceived value and cognitive lock-in to develop a research model to predict consumer purchase intentions. Empirical results obtained from a survey of customers of a B2C Web site are used to examine the proposed model. Implications of cognitive lock-in and product cues for increasing purchase intentions are also discussed.