The Moderating Effect of Switching Costs on Buyer Loyalty Formation: An Empirical Study of B2B e-Marketplace

The purpose of this study was to identify switching costs and examine the moderating effect of switching costs on buyer loyalty model in the B2B e-marketplace. Then a questionnaire was constructed and data were collected from 649 buyers of a Chinese B2B e-marketplace in 114 countries all over the world. Multi-group analysis was applied to examine the moderating effect of switching costs. Finally, the results indicated that switching costs moderate the relationship between perceived quality and user satisfaction. In light of the major findings, the study provided managerial implications for B2B e-marketplace to enhance buyer loyalty through the management of switching costs.