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Tham khảo tài liệu 'contemporary research in e-marketing volume 2 by sandeep krishnamurthy_13', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 328 Del Giudice and Polski costs learning costs sunk costs . In the next section we will describe how to shift from a classical view of switching costs to a digital environment. Empirical Results The Model s Hypotheses In a precedent study Del Giudice Del Giudice 2003 we hypothesized six dimensions of possible source of switching costs on the Internet quite similar to the classic switching costs known from off-line markets 12 cookie costs13 digital continuity costs interface tools costs14 digital continuity costs Web searching costs15 digital learning costs interface learning costs16 digital learning costs profile setup costs17 digital learning costs sunk costs.18 Table 1. Switching costs pattern definition in a digital environment Del Giudice Del Giudice 2003 CATEGORIES E-SWITCHING COSTS A i g a i e-Continuity costs Cookie costs Customer s perception of the benefits involved in Customer s purchase pattern cookie being lost on switching Interface tools costs Customer s perception of the likelihood of lower performance when switching e.g. all the filtering tools that help the Web crawler to recognise in the Website a powerful business tool e-Learning costs Web searching costs Perception of the time and effort of gathering and evaluating information prior to switching Interface learning costs Perception of the time and effort of learning a new Web site interface and routine subsequent to switching Profile setup costs Perception of the time effort and expenses required to set up a new profile with an e-business Sunk costs Psychological costs Perception of investments and costs already incurred in establishing and maintaining a business relationship Copyright 2006 Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Locked In By Services 329 In Table 1 results of the e-switching costs analysis have been summed up. Thus we hypothesize the following H1 Each switching cost dimension relates .