Understanding consumer switching intention of peer-to-peer accommodation: A push-pull-mooring framework

Abstract

Peer-to-peer (P2P) accommodations research has favored positive aspects, overlooking consumer loss. We used the push-pull-mooring (PPM) model of migration theory to understand why consumers abandon P2P accommodations and return to traditional accommodations, namely, hotels. We examined online survey data from Chinese consumers to determine the usefulness of the PPM model and found that push factors (perceived risks consisting of performance/time-loss/environmental/safety/privacy risks) and pull factors (perceived standardization consisting of standard service, perceived control, and reliability) significantly influenced switching intention. Additionally, gender moderated the relationships between push and pull factors and switching intention. These findings could help practitioners in P2P accommodations or hotels devise strategies to retain and attract customers.