THE IMPACT OF E-COMMERCE ATTRIBUTES TOWARD CUSTOMER’S SWITCHING BARRIER AND ITS IMPLICATION ON BEHAVIORAL LOYALTY ( A CASE OF LAZADA.CO.ID)

Abstract

Now days there are many comers in e-commerce, start from the new e-commerce until the offline retailers also try to adopt the e-commerce model. This issue can created tight competition among them. Some innovation will be created to attract the customers and create customers switching intention. In this study the switching barrier factors is really importance to lock in the customers of to anticipate the customers switching intention. So researcher decides to do the research about the impact of e-commerce attribute toward customers switching intention and implication on behavioral loyalty: A case of Lazada.co.id. The switching barrier is the mediating factor. This research use quantitative method and use the 303 of respondents. The respondent that the researcher uses is the people that already do the transaction in Lazada.co.id for 3 times. The data that researcher have will be analyze by using factors analysis and structural equation model (SEM). The results of this research are the e-commerce attributes significantly influence the customers switching barrier and the customers switching barrier significantly impact to behavioral loyalty.