Abstract
Mobile map services (MMS) have become regarded as one of the most successful applications of location-based services in recent years, especially in China. Users frequently switch between MMS because of the intense MMS market competition. However, the switching intention of MMS users is yet to be explored to gain new knowledge and practical suggestions. The push-pull-mooring (PPM) model has been widely used to explain and predict switching decisions in various IT contexts. This study contributes a theoretical extension of the use of PPM model to empirically examine the moderating effect of regulatory focus on MMS users' switching intention in China. Results from a field survey suggest that the push, pull, and mooring dimensions all have a significant direct impact on switching intention of MMS. The moderating role of the mooring factors was found in the relationship between push and switching intention, but it was not found in the relationship between pull and switching intention. Moreover, prevention-focus positively moderates the impact of push factors on switching intention, while promotion-focus positively moderates the impacts of mooring factors and pull factor on switching intention.
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