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<p>This study aims to explore consumers’ stick-or-switch behaviors in omnichannel retailing with showrooming effects. A mixed-method approach is conducted. Study 1 utilizes a systematic literature review to understand the self-determination theory (SDT) research stream and confirms that service encounters can trigger SDT motivations and further predict behaviors. Study 2 examines the proposed model, personnel interaction and the store’s atmosphere, which drive consumers’ SDT motivations and lead to consumers’ stick-or-switch behaviors. The study conducted face-to-face surveys in shopping malls and department stores and employed a structural equations model to analyze survey data from 208 consumers with omnichannel experience. The research findings can enhance consumer loyalty and discourage switch behavior in omnichannel retailing.</p>

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Exploring consumers’ stick-or-switch behaviors in omnichannel retailing service: self-determination theory perspectives

  • 期刊论文

  • 发表日期：

    2025年6月7日

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  • Yi-Mu Chen,
  • Tseng-Lung Huang

摘要

This study aims to explore consumers’ stick-or-switch behaviors in omnichannel retailing with showrooming effects. A mixed-method approach is conducted. Study 1 utilizes a systematic literature review to understand the self-determination theory (SDT) research stream and confirms that service encounters can trigger SDT motivations and further predict behaviors. Study 2 examines the proposed model, personnel interaction and the store’s atmosphere, which drive consumers’ SDT motivations and lead to consumers’ stick-or-switch behaviors. The study conducted face-to-face surveys in shopping malls and department stores and employed a structural equations model to analyze survey data from 208 consumers with omnichannel experience. The research findings can enhance consumer loyalty and discourage switch behavior in omnichannel retailing.