Service for specialized and digitalized: Consumer switching perceptions of E-commerce in specialty retail

This study explored factors influencing customers' perceptions and behaviors under the fact of low e-commerce adoption rate in specialty retail. This research uses e-commerce service and switching costs to determine customer behaviors in the e-commerce of specialty retail. The results showed that e-commerce client interface and technology have no effects on customers' acceptance of the new business relationship online, e-commerce client interface increases customers' acceptance of setup costs, and also, e-commerce technology increases customers' acceptance of setup costs and learning costs in specialty retail. This study found important factors affecting customers' perceptions and behaviors in the e-commerce of specialty retail.