Status quo bias and shoppers’ mobile website purchasing resistance
ISSN: 0309-0566
Article publication date: 19 May 2020
Issue publication date: 10 June 2020
Abstract
Purpose
Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to purchase products (mobile website purchasing). Therefore, using status quo bias theory, this study aims to investigate mobile website purchasing resistance of those customers using only desktop website purchasing.
Design/methodology/approach
To test the conceptual model an online questionnaire was used to collect data from customers purchasing products using only the desktop website on a computer (n = 484) and not the retailer’s mobile website.
Findings
Due to cognitive dissonance, customers using only desktop purchasing trivialize mobile website purchasing perceived attractiveness while perceiving more cognitive effort in mobile website purchasing to maintain consonance with their inertia. Further, relative advantage perceptions of mobile website purchasing lead to more trivialization of mobile website purchasing attractiveness perceptions. Desktop purchasing inertia enhances resistance through alternative attractiveness and cognitive effort perceptions, respectively, and cognitive effort and alternative attractiveness perceptions in serial. Desktop purchasing habit has the strongest positive influence on desktop purchasing inertia.
Research limitations/implications
This study was conducted in a high-involvement product context. Replication in a low-involvement product context is necessary to confirm the robustness of the results.
Practical implications
Retailers can use the findings to develop strategies to lower mobile website purchasing resistance in an online-mobile concurrent channel environment.
Originality/value
The study provides novel insights into mobile website purchasing resistance in an online-mobile concurrent channel environment. Further, the study addresses the gap in research on inertia and switching costs in the adoption of concurrent channels.
Keywords
Acknowledgements
This work is based on the research supported in part by the “National Research Foundation” of South Africa for the grant, Unique Grant No. 87881.
Citation
Nel, J. and Boshoff, C. (2020), "Status quo bias and shoppers’ mobile website purchasing resistance", European Journal of Marketing, Vol. 54 No. 6, pp. 1433-1466. https://doi.org/10.1108/EJM-02-2018-0144
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited