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NTU Management Review Vol. 33 No. 3 Dec. 2023

Table 1 The Variables Used in Past Research
Study Research Variables Theory/Model Technology
Bhattacherjee Relative advantage, Satisfaction with UTAUT Web browser
et al. (2012) prior IT, Personal innovativeness, Habit
Fan and Suh Dissatisfaction, Disconfirmation, Expectation- Mobile devices
(2014) Expectation, Financial switching cost, Disconfirmation
Procedural switching cost Theory (EDT)
Lee et al. Health stress, Epistemic value, Context/ mHealth Apps
(2017) Usefulness, Enjoyment, Convenience, Contents
Reassurance Values Model
Hou and Shiau Socializing, Enjoyment, System quality, Push-Pull Social
(2020) Satisfaction, Attractiveness of the Mooring Model networking
alternative, Peer influence, Critical (PPM) sites
mass
Wong et al. Functional value, Emotional value, The Smartphone
(2019) Social value, Epistemic value, Consumption
Functional benefit, Social benefit, Value Theory
Confidence benefit, Special treatment
benefit
Chong et al. Anxiety, Attitude, Effort expectancy, TAM, UTAUT Healthcare
(2022) Enjoyment, Facilitating conditions, information
Habit, Image, Task relevance, Output technologies
quality, Performance expectancy,
Result demonstrability, Self-efficacy,
Social norms, Usage behavior, Usage
intention, Value

original manufacturer is able to provide more attractive solutions, customers will stay with
the original manufacturer (Wathne, Biong, and Heide, 2001). In addition, Keaveney (1995)
refers to the factors behind switching between competitors as “competitive issues.” It can

be seen that in a competitive environment, even when customers have high satisfaction,
it may still lead to a high willingness to change in the face of attractive promotional
programs or more attractive services or quality. Such willingness to change may occur
particularly when competition between businesses is fierce. Therefore, industry players
apply various marketing tools to attract customers’ attention, such as customized pages,

design hierarchy, community competition or rewards, etc. The above marketing methods
show that in order to retain customers in a highly competitive environment, it may be
necessary to increase customer barriers to lock-in customers and think about how to

prevent other attractive alternatives.

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