顧客轉換行為之研究朝向以移動裝置購買: PPM 模型方法

Abstract

Due to novelty and infancy of mobile commerce, literature directly related with consumers’ behavioral intention to switching towards mobile shopping is less readily available and hence this study attempts to investigate the factors influencing consumers’ switching behavior towards mobile shopping. Push-Pull-Mooring (PPM), a model evolved from migration literature had been extrapolated to delineate consumers switching behavior towards mobile shopping by examining structural relationships among push, pull, mooring factors on switching intentions and in turn on switching behavior. Also, moderating effects of mooring factors on switching intentions were investigated thereby it comprehends switching intentions more precisely. Data for the survey was collected from the Taiwanese students having mobile shopping experience. Structural equation modeling approach was used to analyze data. It appears that, pull forces have strongest effect than push forces on switching intentions. Mooring forces have a least, however significant effect on switching intentions. This study provides comprehensive PPM framework that would be valuable for mobile service providers, savvy online marketers and companies to understand significant factors effecting on consumers’ behavioral intention to switch towards mobile shopping instead pinpointing on explicit cues.