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Research on the Influence of Consumer Inertia and Switching Costs on Repeat Purchase Intention and Countermeasures: Take the Tik Tok E-Commerce Food Category in China as an Example
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Author(s): Guang Yang (“Silk Road” International University of Tourism and Cultural Heritage, Uzbekistan), Zhendi Mu (“Silk Road” International University of Tourism and Cultural Heritage, Uzbekistan), Jie Zheng (“Silk Road” International University of Tourism and Cultural Heritage, Uzbekistan)and Qianqian Wang (“Silk Road” International University of Tourism and Cultural Heritage, Uzbekistan)
Copyright: 2025
Pages: 20
Source title:
Innovative Trends Shaping Food Marketing and Consumption
Source Author(s)/Editor(s): Zahid Hussain (KASB Institute of Technology, Karachi, Pakistan), Ahmad Albattat (Management and Science University, Malaysia), Fatima Zahra Fakir (Department of Economics and Business Sciences 'Marco Fanno', University of Padua, Italy)and Zhao Yi (Academy of Culture and Tourism, Beijing International Studies University, China & Hebei Oriental University, China)
DOI: 10.4018/979-8-3693-8542-5.ch021
Purchase
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Abstract
This paper takes the food category of Tik Tok e-commerce in China as the research object to explore the influence of consumers' inertia and switching cost on their repeat purchase intention, and puts forward corresponding countermeasures. The study analyses the mechanism of consumer behavioural inertia, cognitive inertia, emotional inertia and switching costs (including procedural, financial, and relational) on the repeat purchase intention of food categories on the Tik Tok e-commerce platform by introducing the ICD (Consumer Inertia, Switching Costs, Decision Delay) model. It is found that consumer inertia and switching cost play a significant mediating and moderating role in repeat purchase intention through decision delay. Based on this, this paper proposes countermeasures such as reducing switching costs and optimising the decision-making process on the Tik Tok e-commerce platform.
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