Extension of Switching Costs Antecedents Based on Customers＇ Social Ties

The effects of customers' social ties on switching costs have recently attracted researchers' attention.This study formally included customers' social ties as a new antecedent to supplement those elucidated by Burnham in 2003.Through empirical research,this study successfully verified the reliability and validity of items created to measure social ties,and it demonstrated the facilitating effects of social ties as an antecedent on customers' procedural and relational switching costs.Finally,the study lists managerial implications aimed at retaining customers through knowledge of this added antecedent.

Evaluating the moderated-mediation effects of switchingcosts in the link between social capital and NPD performance

In this study,we explore the causes and performance outcomes of switching costs in the context of new product development(NPD)from both the supplier and customer perspectives,and discuss the role that switching costs play as moderators and mediators in the relationship between social capital and NPD performance.Based on data from 214 Chinese manufacturers,we employ the structural equation model to test our conceptual model and hypotheses.The results indicate that relationship quality and customer involvement positively and negatively affect switching costs,respectively,and that switching costs negatively affect NPD performance.Switching costs mediate and moderate the relationship between social capital and NPD performance.Furthermore,switching costs significantly and positively moderate the relationship between relationship quality and NPD performance.On the other hand,switching costs insignificantly and negatively moderate the relationship between customer involvement and NPD performance.The theoretical and managerial implications of the findings are discussed.

Optimization of Supplier Switching with Asymmetric Information

The buyer-supplier relationship plays a great role in most economic systems. The buying firm usually tries to find a new supplier who provides products with satisfying quality and lower price. A broad branch of literature deals with the development of buyer-supplier relationships, but limited research is on the circumstances under which a buyer should terminate such a relationship and switch to a new supplier. In this paper, the incentive compatibility constraint (IC) which induces the entrant supplier to report his true cost is considered, and the participation constraint (PC) which ensures the entrant supplier to get at least reservation profit is taken into account. Then the supplier switching model is set up to minimize the buying firm's total procurement cost which includes the transfer payment to the incumbent supplier, the payment to the entrant supplier and the switching cost, and the buying firm's switching cost is considered as a function of the switching quantity. With the theoretical analysis of IC, PC and the proposed model, the optimal supplier switching strategy can be obtained. Finally, a numerical example is given to illustrate the effectiveness of the proposed model and the switching strategy.

An Integrated Model for Sport Consumer Repurchase Intention:A Case in the Commercial Martial Arts Schools

The retention of customers is fundamental to the success of sport organizations for a variety of reasons,not the least of which is it is less expensive for an organization to keep a current customer than to gain a new one.Since customer repurchase intention is an important indicator to predict repurchase behavior,exploring the factors that influence this behavior has important theoretical and practical implications in the commercial martial arts school market.Although previous research provides a foundation for the factors that influence a customer's repurchase intention,additional empirical work is warranted.This study was designed to integrate the findings of previous studies and examine how utilitarian factors(perceived value and switching cost),a hedonic factor(perceived enjoyment),and social/psychological factors(confirmation and satisfaction)directly or indirectly influenced consumers'repurchase intentions in the context of commercial martial arts schools.The results indicated that customer satisfaction had the strongest impact on customer repurchase intention,followed by perceived enjoyment,switching costs,confirmation,and perceived value.

Language-Switch of a Parity Judgment Task in Multilinguals

This study attempts to explore a possible mode of language switching process of multilinguals （Russian-English-Chinese） from the perspectives of language-switching cost based on event- related potentials （ERP）. Thirty Belarusians studying Chinese in China participated in this experiment. Behavioral results show under three-language-switching-conditions, the mean response time for switch trials is shorter than non-switch trials. Switching cost between Russian and English, Russian and Chinese is symmetric, while English and Chinese is asymmetric. ERP results indicate a negative deflection peaking around 320 ms is observed under conditions of L2-L1 and L3-L1 switching over the entire bilateral frontal sites. The study proposes a processing mode based on the idea of conflict discovery and resolution to contribute to a further understanding of language switching mechanisms.

The Role of Preparation Time Length in Asymmetrical Switch Cost:An ERP Study Based on Overt Picture Naming

With unbalanced Chinese-English bilinguals as the subjects and the experiment of overt picture naming, this research aims to find out the answer to the question whether there is switch cost in the case of switch between languages belonging to different language families and to define the switch cost pattern in that case if the answer to the above question is affirmative. Results show that the length of preparation time has influence on the symmetry of switch cost. The analysis of ERP （Event Related Potentials） data shows that N2 effect exists both in language switch responses and language repeat responses.

Endogenous language control in Chinese-English switching: an event-related potentials study

The neural basis of language switching, especially endogenous language control, remains largely unclear. We used a cue-stimulus paradigm and measured behavioral indices and scalp event-related potentials to investigate the endogenous control of switching between Chinese and English. In the experiment, unbalanced Chinese （L1） - English （L2） speakers named pictures in L1 or L2 according to an auditory cue presented 700 ms （cue-stimulus interval） before the picture onset. The reaction time （RT） was longer in the switch condition and the switch cost （difference of RTs between switch and repeat conditions） of L1 （L2→L1） was greater than L2 （L1→L2）. P2 component elicited by the cue onset showed the neural switch cost of L1 at the frontocentral regions, with a leftward distribution, but not the switch cost of L2. The greater switch cost of L1 in behavioral responses and neural activity suggests that the frontocentral areas play an important role in endogenous language control, and switching back to the native language might require more endogenous control.