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Göteborgs universitets publikationer

Consumer switching inertia in a fictitious electricity market

Författare och institution:
Tommy Gärling (Psykologiska institutionen); Amelie Gamble (Psykologiska institutionen & Centrum för konsumtionsvetenskap (CFK)); Asgeir Juliusson (Psykologiska institutionen)
Publicerad i:
International Journal of Consumer Studies, 32 s. 613-618
Artikel, refereegranskad vetenskaplig
Sammanfattning (abstract):
Consumers in the deregulated Swedish electricity market do not switch from their incumbent supplier to the extent that would be economically beneficial. To examine potential causes for this switching inertia, a mail survey was administered to 540 Swedish electricity consumers who were randomly assigned to four experimental conditions and a control condition. Survey participants in the experimental conditions first made a choice of a supplier, then they made choices between this alternative (their “incumbent supplier”) and other alternatives that differed from the incumbent supplier on price, quality of information, market share, and availability of “green” electricity. The results showed that lower price, higher quality of information, medium large market share, and availability of green electricity increased switching to the alternatives to the incumbent supplier. A remaining general preference for choosing the incumbent supplier was reduced by instructions that removed feelings of loyalty and informed about the economic benefits for all consumers of switching.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
consumer switching; switching inertia; electricity market; survey experiment
Postens nummer:
Posten skapad:
2008-10-13 14:02
Posten ändrad:
2008-10-14 09:30

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