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An empirical study of consumer switching behaviour towards mobile shopping: a Push-Pull-Mooring model
July 25, 2012 Editor 0
This study attempts to investigate the factors influencing consumer switching behaviour towards mobile shopping. The Push-Pull-Mooring is extrapolated to delineate consumer switching behaviours towards mobile shopping. Our findings indicate that mooring forces, trust, privacy and security and switching cost, have the strongest effect on switching intentions. However, the effects of pull forces such as alternative attractiveness and peer influence on switching intentions are stronger than those of push forces such as inconvenience. These findings will aid mobile service providers, online marketers and companies in understanding what factors affect consumer behavioural intention to switch to mobile shopping.
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