Review of Research on Online Users’ Switching Behavior

Abstract

This paper reviews the researches of online users switching behavior and emphases the importance of online users’ switching behavior. By reviewing the literature, we find that satisfaction, alternatives attractiveness and switching costs are the main factors affecting the user switching intention, and we also analyze different theoretical models. Finally, this study summarizes the facilitation factors and inhibition factors, which are able to influence online users’ switching intention. Practical implications and theoretical contributions are given.