The resistance strategy in the e-commerce environment is mainly to establish a barrier to website customer loss in order to increase the cost of website customer loss. The following two measures are mainly proposed here.
1) Increase the cost of website customer switching and reduce opportunity cost
Switching cost is an issue that both website customers and the website itself need to consider. As a website user, if you easily switch to a target website, the time, energy invested, and a series of favorable policies for the original website members will be lost. Based on this, the website can take some member discounts, points exchange gifts, after-sales service extension and other activities to make customers unwilling to change websites. The switching cost usually increases over time, and the barrier to loss will become higher and higher.
Opportunity cost is also another issue that website customers and the website itself need to consider. Opportunity cost can be understood as the benefits that can be brought by choosing all other methods when choosing one method. Users choosing to shop online means that they have given up shopping in physical stores, and the various benefits enjoyed in shopping in physical stores constitute the opportunity cost of the user’s shopping, such as being able to directly contact the product, clearly knowing the quality of the product, and a series of preferential activities provided. Therefore, reducing the opportunity cost of users’ shopping is also a factor that must be considered in increasing the churn barrier. The website can provide users with abundant website links and provide more care to customers, so that customers can feel satisfied before, during and after purchase.
2) Increase the psychological churn cost of website customers
The so-called psychological cost is the cost perception caused by emotional factors, such as the expected gains and losses of unknown products, attitudes towards risks, etc. Psychological cost is a subjective variable, which is generally difficult to measure and cannot be compared. Therefore, different users may show different churn cost reactions for the same transaction. From the perspective of the structural relationship established between the website and users, long-term users are more valuable, which increases the psychological cost of users losing to competitors, thereby limiting their loss to a certain extent.