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.
Go to Source
- Miscrosoft customers in Africa get Office365 on free trial for 120 days
- Enabling collaborative innovation – knowledge protection for knowledge sharing
- How high-growth firms can reshape the economy
- Expo seeks to foster science literacy among young South Africans
- 2012 Global Information Technology Report prepared by INSEAD and the World Ecomomic Forum
- Keep searching and you’ll find: what do we know about variety creation through firms’ search activities for innovation?
Subscribe to our stories
- SL Crowd Green Solutions September 21, 2020
- Digital transformation in the banking sector: surveys exploration and analytics August 3, 2020
- Why Let Others Disrupt You? Take the Smart Self-Disruption Journey! August 3, 2020
- 5 Tips for Crowdfunding During the Pandemic August 3, 2020
- innovation + africa; +639 new citations August 3, 2020