Abstract
Numerous studies show that switching costs have an impact on customer loyalty as an important factor, so the customer switching cost has become a hot spot. Many scholars had depth research on the role of switching costs and customer loyalty, and few people are concerned about the antecedents influence factors of switching costs. The research is based on the background of the Internet-online shopping, using multiple regression analysis and empirical analysis, research results showed that the factors that affect the switching costs is product complexity, irreplaceable, online empathy and credibility. And different factors influence on the different levels of switching costs. Through the effective control of these pre-factors, we can help enterprises to improve the customer switching costs, ultimately to maintain the customer loyalty.
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