A Theoretical Framework for Consumers' Switching Intentions: A Benefit Exchange Approach

Abstract

This study expanded the switching behavior framework proposed by earlier scholars to establish a consumer switching intention (SI) model based on social exchange theory (SET). We investigated the applicability of combining the social exchange theory with consumer switching intention. Then, we developed three propositions from the antecedents influencing consumers' SI and the reasoning in studies of SET to serve as theoretical foundations for constructing an SI functional, social, psychological (FSP) model. The results indicate that consumer intentions to switch service providers increase as the negative relationship between the functional and psychological benefits in the exchange process intensifies. Regarding social benefits, SI is lower when consumers recognize positive relationship benefits. This study analyzed the correlation of SET and consumer switching behavior from the logical discourse in previous studies to establish an integrated FSP theoretical framework. This framework facilitates understanding the relationship between consumer SI, behavior, and benefit exchange. Additionally, it provides directions for future studies on post-purchase behavior.