Switching Intention Research Articles

Examining switching intention in professional sport: a push-pull-mooring perspective

PurposeDrawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan.Design/methodology/approachUsing a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan. Our data included three push factors (quality, satisfaction, and perceived value of the current favorite team), a pull factor (alternative team attractiveness), a mooring factor (team identification), and behavioral loyalty and switching intention to the alternative team. We used structural equation modeling to test our hypotheses.FindingsA mediation analysis revealed that perceived value of an individual’s current favorite team was negatively associated with behavioral loyalty to an alternative team, whereas attractiveness of the alternative team was positively associated with behavioral loyalty, which, in turn, resulted in fans’ switching intention. Latent moderated structural equation modeling further revealed the negative moderating effect of team identification with the current team on the relationship between behavioral loyalty and switching intention.Originality/valueThe findings provide new evidence about the role of behavioral loyalty in understanding sport consumers’ switching intention and highlight the importance of team identification that can foster a sustainable and long-term relationship between fans and their favorite sport teams.

Exploring Chinese passenger switching intentions toward airline self-service technology from a push–pull–mooring perspective

PurposeAirline self-service technology (SST) has attracted attention from both the academic and aviation sectors. As the use of SST can reduce airlines’ operating costs, investigating SST usage at airports is particularly important for the aviation sector. The extant literature has explored users’ SST usage intention, but users’ switching intentions from traditional manual counter services to SST is still limited. Therefore, to address this issue, we used the push–pull–mooring (PPM) theoretical framework to develop a research model to explore user switching intention.Design/methodology/approachWe utilized a mixed-methods approach. A qualitative approach (i.e., semistructured interviews) was first employed to recognize and choose the candidate factors. Then, we collected 450 valid responses through an online survey to test the model. The partial least squares method was used for data analysis.FindingsWe found that several push (perceived dissatisfaction and perceived inconvenience), pull (perceived ease of use, perceived usefulness and service process fit), and mooring (personal innovativeness and inertia) factors significantly influence switching intention. Additionally, mooring factors exert contextual effects on the relationships between push and switching intentions and between pull factors and switching intentions.Originality/valueThis study contributes to the literature by further increasing our understanding of user switching intentions regarding SSTs from the PPM perspective and offering guidance for the aviation sector to attract and retain customers.

To stay or to switch: the mediation effect of scepticism on switching intention to halal cosmetics from the perspective of the pull-push-mooring theory

PurposeThe purpose of this paper is to extend the Push-Pull-Mooring (PPM) theory to identify the factors influencing Muslim customers’ switching intention to halal-certified cosmetics.Design/methodology/approachA snowballing sampling method was used to distribute an online questionnaire via social media platforms. Of 403 questionnaires, only 363 were usable. SmartPLS 4 was used to analyse the data using a structural equation modelling approach.FindingsThe findings of this paper confirmed that social influence and scepticism have a positive effect on the switching intention to halal cosmetics. However, compatibility with current cosmetic products has a negative effect on the switching intention to halal cosmetics. On the other hand, negative side effects and negative past experiences have a positive effect on scepticism. Scepticism was also found to mediate the relationship between negative side effects and negative past experiences toward the switching intention to halal cosmetics.Practical implicationsThe findings of this study primarily benefit cosmetics manufacturers, whether halal-certified or otherwise.Originality/valueThis study extends the PPM theory with negative side effects and negative past experiences. Moreover, this study also introduces new relationships and untested relationships between scepticism and switching intention. This study shows the mediating effects of scepticism on the relationship between negative side effects and negative past experiences toward switching intention.

Evaluating the determinants on students’ switching intentions towards distance learning: an extension of the theory of planned behavior

Evaluating the determinants on students’ switching intentions towards distance learning: an extension of the theory of planned behavior

상위 OTT 서비스(넷플릭스와 티빙) 간 구독 전환 의도에 영향을 미치는 요인 연구 : PPM 모델의 적용

상위 OTT 서비스(넷플릭스와 티빙) 간 구독 전환 의도에 영향을 미치는 요인 연구 : PPM 모델의 적용

Switching Intention in Halal Cosmetics Products

The purpose of this research is to examine the switching intention towards Wardah Cosmetics products using the push-pull-mooring theory. The push factors tested in this study are dissatisfaction with the brand image factor, and the mooring factor is switching cost The technique used in this study is purposive sampling. 120 samples of non-Wardah users were obtained through an online questionnaire. The data analysis method uses multiple linear regression modelling. This study found that there is an influence of push factors and pull factors on switching intention. The mooring factor in this study (switching cost) was found to have no significant effect on switching intention. The results of this study can be used to understand the switching intention in cosmetics products with the help of the push-pull-mooring theory.

Understanding switching intentions towards renewable energy technologies using push-pull-mooring framework

Due to climate change threats, governments worldwide are taking measures to move towards cleaner technologies. One such alternative in the energy sector is Renewable Energy Technologies (RET). Due to its merit over conventional technology, RET is being promoted in the industry and households. However, residential consumers switching from incumbent technologies to RET is still low. To fill this gap, this study builds on the Push-Pull-Mooring (PPM) framework to uncover the key factors affecting the switching intention of residential consumers toward RET. We adopted a sequential explanatory mixed-methods approach that involved a quantitative investigation followed by a qualitative study. In the quantitative phase, we used structural equation modeling techniques to analyze survey data from 291 participants to test our conceptual model. Subsequently, in the qualitative phase, in-depth interviews with 25 participants were conducted to gain deeper insights and validate the relationships identified in the quantitative analysis. The results indicate that environmental concern (push factor), economic benefit, and independence benefit (pull factor) have a positive association with switching intention. However, switching cost (mooring factor) was found to have a negative association with switching intention. Further, switching cost was also found to moderate the association between economic benefit and switching intention. The qualitative study provided further insights into the results of the quantitative investigation. It was clarified from the qualitative study that neighbor experiences and societal preferences of the causes may mitigate the influence of subjective norms on switching intention. Lastly, implications were drawn for academicians, marketers, and public policymakers. Marketers can utilize these findings to develop appropriate marketing strategies for this untapped market, which has huge potential.

Determinants of Switching Intention: Empirical Evidence from Sharia Bank Mergers in Indonesia

This study examines the factors that affect customers switching intention after three state-owned Indonesian banks merge. The risk of losing customers in mergers and acquisitions (M&A) is very high because during the integration phase, management often focuses on internal issues, leaving aside important customer-related tasks. Therefore, a deeper understanding of the concept of M&A in the disciplines of marketing and consumer behavior is clearly needed for the benefit of academic knowledge and marketing practice. A total of one hundred and fifty respondents are selected using the quantitative method as sources of data collection. The questionnaires are distributed using a purposive sampling method in Surakarta, Indonesia. The software used for analysis is SEM-PLS. The results of this study state that inconvenience and religious motivation influence customer switching intentions. However, attitude and availability of suitable banks as a moderating variable did not influence customer switching intentions.

Customer switching intention from home delivery to smart locker delivery: Evidence from Vietnam

The purpose of this study is to uncover evidence on the factors influencing switching intention from home delivery to smart lockers in the last-mile delivery service. The research model is constructed based on the Pull-Push-Mooring Theory and the Customer Perceived Value Theory using structural equation modelling to analyze data collected from 557 smart locker users in Vietnam. The results indicated a significantly positive influence of pull factors (convenience, environmental friendliness, and security) and push factors (delivery failure experience and risk), and confirmed that mooring factors (habit and switching cost) negatively impacted customers’ intention to switch from home delivery to smart lockers. The study also revealed that mooring factors moderate the relationship between pull factors and the intention to switch. Moreover, gender, age and frequency of shopping online are significant to switching intention, and usefulness mediates between them and switching intention. Several managerial implications were suggested for stakeholders in order to enhance customers’ switching intentions to use smart lockers, thereby improving the quality, efficiency, and sustainability of the last-mile delivery service in the future.

Factors Influence MSME’s Switching Behavior in Digital Marketing Channel: Evidence from Indonesia

In realizing digital-based services and the application of people's economy, the Surabaya, Indonesia. The government has launched a website called E-Peken. It is hoped that the presence of digital marketing infrastructure can help MSME actors increase their business potential by expanding the marketing reach of their superior products. This study aims to determine the desire to switch to e-commerce regarding the failure of e-commerce services and the experience of using the E-Peken website. The research method used was quantitative with data collection through observation and questionnaires on 346 MSMEs in Surabaya City who were recorded as users of the E-Peken website. The results obtained show that the failure of e-commerce services has proven to affect switching intentions; usage experience is proven to affect switching intentions and switching intentions are proven to affect switching behavior from E-Peken to other e-commerce. In this manner, it is suggested that assist investigation include mediating or moderating variables. Managerial suggestions that can be submitted to the Surabaya Government as the E-Peken site service provider are to make strides in administrations on a progressing premise and continuously react to the desires of MSME’s players as users.

Role of Product Quality, Need for Variety, Customer Satisfaction, and Switching Cost on Switching Behavior on Male Skincare Product

Purpose — This study examines and analyses the influence of product quality, need for variety, customer satisfaction, and switching costs on customer switching intention in the men's skincare industry. Design/methodology/approach—Descriptive associative research was utilized to test the hypotheses. Data were collected via an online survey, where samples were chosen using a purposive technique involving male skin care and grooming product customers in various major cities in Indonesia. A valid 418 responses were analyzed using PLS-SEM. Findings — This study validated the significant effect of the need for variety, product quality, and customer satisfaction on customers switching intention. However, switching costs failed to moderate the relationship between customer satisfaction and switching intention. Practical implications—Producers of men’s skincare products must satisfy their target customers by offering more product variety, ensuring their products meet customers’ requirements, and maintaining their product quality. They must also keep innovating to produce new products, as customers tend to switch to other brands offering a new variety of products. Originality/value — It is one of a few studies focusing on the purchasing behaviour of men, particularly in emerging economies, despite the growing concerns of men about their appearance. Paper type — Research Paper

Understanding students’ switching intentions from cash payment to mobile payment in education sector

PurposeThe study intends to evaluate students’ intention to shift from cash payment to mobile payment system for academic fee payments through push, pull and mooring framework. Push factors comprise risk and service-related factors, pull factors consist of subjective and aspect-based factors and mooring factors include cost and cognitive factors.Design/methodology/approachSample of the study consists of around 296 undergraduate and postgraduate students from different higher educational institutions located in India. The questionnaire for data collection comprises 21 Likert scale-based items distributed among seven constructs. Partial least square structural equation modeling is used to identify the significant factors influencing students’ intentions.FindingsFive of the factors, namely, risk, service, subjective, aspect and cognitive significantly influence student’s intention to switch to mobile payment system for academic fee payments. Moderation analysis indicates that the impact of the push and pull factors on switching intention towards mobile payments has a more positive influence among male students.Originality/valueThis study is probably the only study that tested the specific push, pull and mooring factors influencing intention to switch to mobile payment from cash payment in the Indian education system based on the incentive, Fogg behavior and status quo bias theory for academic fee payment.

Switching Intention of Potential Smart Home Users: The Co-action of Innovation Diffusion Theory and Switching Costs

This study proposed a comprehensive model based on Innovation Diffusion Theory (IDT) and switching costs theory, which theorized and verified how the dimensions of innovation attributes and switching costs of the smart home affect the switching intention of potential smart home users and captured both positive and negative factors that affect switching intention. To empirically test the switching intention of potential smart home users, this study conducted an online survey on 407 potential smart home users and analyzed the data using Partial least squares (PLS). The results showed that relative advantage and compatibility have significant negative effects on procedural switching costs, but complexity has no statistical significance on procedural switching costs. Complexity has a significant positive impact on financial switching costs, while compatibility has a significant negative impact on financial switching costs. Both the innovation attributes and the switching costs perceived by potential users have significant positive or negative effects on the switching intention, which validated our hypotheses. In addition, in terms of the results from testing of mediation effects, except for procedural switching costs, which do not have a mediating role between complexity and switching intention, all others play a significant mediating role.

An empirical investigation of users' switching intention to public service robots: From the perspective of PPM framework

In recent years, the application of artificial intelligence (AI) technology has become increasingly common in the public sector. Users have been switching their experiences in handling businesses from interactions with human staff to those with robots. Prior studies have focused on investigating the key factors that influence users' adoption of public service robots; however, only a few have considered users' switching behaviors from traditional human services to robotic ones. This study employs a push–pull–mooring (PPM) framework derived from the human migration field to understand the factors that affect users' switching intentions in the context of public service robot applications. The research model was tested with 419 valid responses among users who had experienced both human services and public service robots in Chinese government service halls. The structural equation modeling (SEM) method was applied to quantitatively analyze the data. This study sheds new light on the key determinants of users' switching intentions toward public service robots from the perspectives of push, pull, and mooring effects. The results can help practitioners and managers understand users' intentions for such switches and make scientific decisions to encourage citizens' positive responses to service robots.

Understanding user switch of information seeking: From search engines to generative AI

Generative AI products such as ChatGPT have changed the way people seek and obtain information. Users may gradually switch from search engines to generative AI for information seeking. This may lead to their defection from search services. Based on the push-pull-mooring (PPM) model, this research examined user switch intention from search engines to generative AI. The results indicated that low information-task fit and information overload lead to user dissatisfaction, whereas AI generated content (AIGC) information quality and perceived interactivity affect perceived value. Dissatisfaction, perceived value, and social influence determine user switch intention. The fsQCA identified three configurations leading to switch intention. The results suggest that search service providers need to enhance information-task fit and reduce information overload in order to retain users and achieve a sustainable development.

Revisiting consumer responses in situational animosity: a reference group perspective

PurposeThis study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction styles (acquisitive and protective) when confronted with normative pressures and their subsequent impact on consumers’ purchase behavior in the context of situational animosity.Design/methodology/approachThree studies were conducted in China to empirically examine the proposed research model. The US–China Chip War of 2022 was used as the research context for situational animosity, while the Japan–China relationship representing a stable animosity condition was used for contrast.FindingsThis study establishes the mediating role of perceived normative pressure in linking animosity attitudes to purchase avoidance in situational animosity. It also validates that consumers’ social reaction styles (acquisitive and protective) help predict distinct behavioral outcomes, holding significant implications for advancing research in the field of product and brand consumption.Originality/valueThis research provides a novel perspective by exploring consumers’ social reaction styles when dealing with normative pressure in situational animosity. The distinction between acquisitive and protective reaction styles adds depth and originality to the study. Moreover, this study examines consumer behavior in two distinct consumption contexts: switching intentions to local products and purchase intentions for products from offending countries in hidden consumption situations. This dual perspective offers a comprehensive exploration of consumers’ purchase behavior under normative pressure, contributing to the novelty of this research.

Exploring Restaurant Patronage Behaviour in Pakistan: The Influence of Satiation, Alternative Attractiveness, and Word of Mouth with Place Attachment as a Moderator

This study investigates the interplay of satiation, alternative attractiveness, and place attachment on restaurant switching intentions in Pakistan, with a focus on the moderating role of place attachment. Additionally, it examines how switching intentions impact word-of-mouth and patronage behaviour. Data from 239 restaurant customers were collected via online surveys and analysed using SPSS 27.0 and Smart PLS 4.0 through Covariance-based Structural Equation Modelling (CB-SEM). Findings indicate that customer satiation significantly heightens switching intentions, while alternative attractiveness has a non-significant effect. Place attachment moderates these relationships, attenuating the positive impact of satiation on switching intentions and mitigating the negative impact of alternative attractiveness. Moreover, switching intentions positively influence word-of-mouth but do not significantly affect patronage behaviour. Implications for the Pakistani restaurant industry include enhancing customer satiation, exploring alternative attractiveness, fostering place attachment, leveraging word-of-mouth for promotion, and understanding the disconnect between switching intentions and patronage behaviour. Limitations pertain to the study's generalizability across cultures, suggesting future research directions focusing on diverse samples, cross-cultural settings, mixed-methods approaches, specific intervention strategies, and the influence of external variables such as economic conditions or public health emergencies on customer behaviour. This study contributes novel insights into the moderating role of place attachment and the complex dynamics among switching intentions, word-of-mouth, and patronage behaviour within the context of Pakistani restaurants.

Understanding switching intentions between traditional banks and Internet-only banks among Generation X and Generation Z

PurposeThis study aims to understand the reasons for individuals switching from traditional banks to Internet-only banks and examine how switching intentions differ between Generation X and Generation Z. Notably, Generation Z, being digital natives, exhibits distinct characteristics compared to Generation X, who often referred to as digital immigrants. Given the technology-driven nature of Internet-only banks, a multi-group analysis between these two generations was conducted.Design/methodology/approachThis study utilizes Bansal’s push–pull–mooring model as a framework to analyze switching intention. The study collected survey data from 383 Korean participants, consisting of 198 participants from Generation Z and 185 participants from Generation X.FindingsThe findings indicate that low satisfaction and discomfort are factors that push people to leave traditional banks. Specifically, Generation Z shows a significantly higher inclination to leave traditional banks due to discomfort. On the other hand, relative advantage, compatibility, observability and trialability are factors that pull people to switch to Internet-only banks. Generation X is more likely to consider adopting Internet-only banks when compatibility is high and complexity is low.Originality/valueThis study is the first to explore unique motivators for Generation Z, such as their discomfort with interpersonal interactions in the retail banking sector. These findings challenge earlier research emphasizing human interaction’s importance in technology adoption, offering insights into their future adoption of contactless services.

An Empirical Evaluation of a Generative Artificial Intelligence Technology Adoption Model from Entrepreneurs’ Perspectives

Technologies, such as Chat Generative Pre-Trained Transformer (ChatGPT), are prime examples of Generative Artificial Intelligence (AI), which is a constantly evolving area. SMEs, particularly startups, can obtain a competitive edge, innovate their business models, gain business value, and undergo a digital transformation by implementing these technologies. Continuous but gradual experimentation with these technologies is the foundation for their adoption. The experience that comes from trying new technologies can help entrepreneurs adopt new technologies more strategically and experiment more with them. The urgent need for an in-depth investigation is highlighted by the paucity of previous research on ChatGPT uptake in the startup context, particularly from an entrepreneurial perspective. The objective of this research study is to empirically validate the Generative AI technology adoption model to establish the direction and strength of the correlations among the adoption factors from the perspectives of the entrepreneurs. The data are collected from 482 entrepreneurs who exhibit great diversity in their genders, the countries in which their startups are located, the industries their startups serve, their age, their educational levels, their work experience as entrepreneurs, and the length of time the startups have been on the market. Collected data are analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, which results in a statistical examination of the relationships between the adoption model’s factors. The results indicate that social influence, domain experience, technology familiarity, system quality, training and support, interaction convenience, and anthropomorphism are the factors that impact the pre-perception and perception phase of adoption. These factors motivate entrepreneurs to experiment more with the technology, thereby building perceptions of its usefulness, perceived ease of use, and perceived enjoyment, three factors that in turn affect emotions toward the technology and, finally, switching intentions. Control variables like age, gender, and educational attainment have no appreciable effect on switching intentions to alternatives of the Generative AI technology. Rather, the experience factor of running businesses shows itself to be a crucial one. The results have practical implications for entrepreneurs and other innovation ecosystem actors, including, for instance, technology providers, libraries, and policymakers. This research study enriches the Generative AI technology acceptance theory and extends the existing literature by introducing new adoption variables and stages specific to entrepreneurship.

SWITCHING TO CASHLESS? EXPLORING COSTS OF SWITCHING INTENTION IN MOBILE PAYMENT SERVICES

ABSTRACT The concept of a cashless society has received increasing attention due to the prevalence of cashless transactions and the circulation of digital currency. The benefit of a cashless society is that mobile payment allows efficient, convenient, transparent, and traceable transactions. This study examined the influence of switching costs on customer satisfaction, stickiness, and intention to switch to mobile payment services. We also studied the effect of financial literacy on mobile payment services. Self-efficacy is irrelevant for experienced mobile payment users in terms of customer satisfaction and stickiness. Financial switching costs and self-efficacy (procedural switching costs) have no influence on user satisfaction and stickiness toward mobile payment services, whereas risk tolerance (procedural switching costs) and social influence (relational switching costs) positively influence these two factors. User stickiness partially mediates the relationship between user satisfaction and users’ switching intention toward mobile payment services. Our findings can help mobile payment enterprises focus on operational strategies and enhance the reputation of social networks to increase user satisfaction.