Logging off to Shop? Digital Fatigue and the Return to Physical Stores

Sammanfattning

This study examines how digital fatigue influences consumers’ intentions to switch from onlineto physical stores in the context of Swedish residents and apparel and personal care products. Byapplying the push-pull-mooring (PPM) framework, this study extends existing research onswitching intentions by introducing digital fatigue as a push factor. An online survey of 192Swedish residents is analysed using PLS-SEM to explore relationships among 8 variables. Theresults show that digital fatigue and need for touch are significant predictors of switchingintentions while dissatisfaction with online stores is not. Furthermore, the results indicate thatonline shopping habits moderates the relationship between digital fatigue and switchingintentions, such that it is weakened for habitual online shoppers. The results of the study offerpractical implications through both a theoretical and managerial lens. The implications canfurther be applied to both online and physical retailers.