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

Abstract

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