Customer continuance in the context of multi-channels: An internal transfer perspective

In the IS literature, the extant customer continuance related studies mainly focused on continued use, repeated use in the context of a single product or a single channel. Little research has found from the multi-product and multi-channel perspective. In this paper, by a careful review of the research on multi-generation products upgrades, internal usage transfer, multi-channel migration, we classified eight types of customer continuance related internal transfer process (ITP). Based on the self-perception theory and trust transfer theory, we proposed a theoretical ground model of the Multi-channel migration ITP. This study advances our theoretical understanding of customers multi-channel behaviors and may offer several practical implications for implement of Multi-channel migration. We also provided important insights on understanding the dynamic internal transfer process.