Research on the Influence of Consumer Inertia and Switching Costs on Repeat Purchase Intention and Countermeasures

This paper takes the food category of Tik Tok e-commerce in China as the research object to explore the influence of consumers' inertia and switching cost on their repeat purchase intention, and puts forward corresponding countermeasures. The study analyses the mechanism of consumer behavioural inertia, cognitive inertia, emotional inertia and switching costs (including procedural, financial, and relational) on the repeat purchase intention of food categories on the Tik Tok e-commerce platform by introducing the ICD (Consumer Inertia, Switching Costs, Decision Delay) model. It is found that consumer inertia and switching cost play a significant mediating and moderating role in repeat purchase intention through decision delay. Based on this, this paper proposes countermeasures such as reducing switching costs and optimising the decision-making process on the Tik Tok e-commerce platform.

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