Do Customers Pay Attention to Motivations and Switching Costs When They Terminate Their Relationships?

Research on some key boundary conditions and outcomes of consumers’ relationship termination in the online environment is scare. We examine how four categories (e.g., upkeep, time, benefits, and personal loss) of avoiding relationships affect customers’ relationship termination. We also consider both the motivation (hedonic vs. utilitarian) and switching costs when customers evaluate whether to exit from or stay in a relationship. Results show...