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The highly competitive and rapidly changing market for online services is becoming increasingly effective at locking users in through the coercive effects of switching costs. Although the information systems field increasingly recognizes that switching costs plays a big part in enforcing loyalty, little is known about what factors users regard as switching costs or why they perceive these costs. Consequently, it is hard for online services to know what lock-in strategies to use and when to apply them. We address this problem by first developing a theory-driven structure of online users' perceived switching costs that distinguishes between vendor-related and user-related factors. We then propose that important antecedent influences on switching costs from economic value, technical self-efficacy, and past investments are more complex and intertwined than previously thought. We empirically validated the proposed model …