Path Analysis on Customer Switching Behavior of Cyber Showcase Shopping: Empirical Research of Cyber Bookstore

Customer switching has become the critical success factor for company. The analysis and empirical research focus on behavior of showcase shopping of cyber prospects and verify the cyber transaction costs affecting customer behavior, and summarize the effective solution to transferring showcase shopping behavior into real cyber buying behavior of prospects. On term of transaction cost, the study is aiming to interpret why "non-coherence" behavior of online visiting and offline buying exist simultaneously, and the factors affecting cyber transaction cost and its magnitude; this article will provide theory reference for cyber buying and boost the switching rates of cyber shopping of business website.