Predicting students’ transfer intention to other universities using the push–pull–mooring model

Abstract

ABSTRACT This study aims to explore the factors influencing transfer intention to other universities among undergraduate students by utilizing the push–pull–mooring (PPM) model. Previous studies have applied the PPM model to various services; however, limited research has examined its use in studying the transfer behavior of undergraduate students in higher education institutions. This study surveyed 208 undergraduate students in Taiwan and conducted structural equation modeling (SEM) to test the hypotheses. The results showed that push and pull effects positively affect transfer intention, with the impact of the push effect being greater than that of the pull effect. Moreover, switching costs have a moderating effect, with students who perceived high switching costs having less of an impact on the relationship between push-and-pull effects and transfer intention. This study advanced the extant knowledge on the PPM model in the context of higher education.