Differences in Consumer Behavior by Online Mall Type based on SET: Integrating the Concept of ‘Emotional Switching Cost’ using Pet Attachment

This study, using Social Exchange Theory(SET) as a framework, comparatively analyzes the factors influencing the repurchase intention of users of both specialized and general online pet product malls. The study surveyed 636 consumers with experience purchasing pet products online (318 from specialized malls and 318 from general malls). Using a structural equation model, it empirically tested the effects of perceived usefulness, relationship investment, service quality, and perceived ease of use on quality experience evaluation and emotional loyalty, and subsequently, the impact of these factors on repurchase intention. Furthermore, this study analyzed whether pet attachment moderates the relationship between emotional loyalty and repurchase intention. The results revealed that only for the specialized mall user group did pet attachment significantly strengthen the positive relationship between loyalty and repurchase intention. This finding suggests that the concept of switching costs in SET can be expanded to an emotional dimension, indicating that within the relational exchange context of a specialized mall, a consumer's pet attachment functions as a psychological switching cost. In contrast, for general mall users, perceived usefulness had a more significant influence on repurchase intention than pet attachment did. These findings confirm the need for specialized malls to adopt "familiar-based" strategies, such as customized services and emotional marketing that leverage owner's attachment, while general malls should implement "utility-based" strategies that prioritize usefulness to enhance customer satisfaction. The results of this study demonstrate that the values consumers pursue differ by shopping mall type, reflecting the emerging consumption paradigm of customization, emotion, and experience.