Do digital platform's unethical behaviors influence users' trust and intention to use alternative platforms?

초록

This study elucidates factors associated with consumers' continued engagement with digital platforms despite declining trust related to unethical behavior. The influence of platforms' unethical behavior on consumers' trust and their intention to use alternative platforms were assessed using a survey. Unethical behavior by CEOs or management was found to negatively affect consumer trust in platforms, with CEO misconduct exerting a more pronounced negative effect. Switching costs moderated trust's influence on alternative platform usage intentions, with higher perceived learning and relationship costs weakening the negative effect of consumer trust on alternative platform usage intentions. Theoretical significance was underscored by introducing switching costs as a potential moderator between consumer trust and alternative platform usage intentions. Furthermore, the significance of effectively managing learning and relationship switching costs was highlighted. This study offers practical implications and indicates that failure to manage these costs may result in consumers switching to competitors due to unethical behavior.

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