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Cognitive Lock‐In Effects on Consumer Purchase Intentions in the Context of B 2 C W eb Sites
Author(s) -
Shih HungPin
Publication year - 2012
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20560
Subject(s) - cognition , context (archaeology) , value (mathematics) , product (mathematics) , lock (firearm) , perspective (graphical) , psychology , consumer behaviour , marketing , database transaction , advertising , business , social psychology , computer science , mechanical engineering , paleontology , geometry , mathematics , machine learning , neuroscience , artificial intelligence , engineering , biology , programming language
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 ( B 2 C ) W eb 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 B 2 C W eb site are used to examine the proposed model. Implications of cognitive lock‐in and product cues for increasing purchase intentions are also discussed.