An empirical study of consumer switching behaviour towards mobile shopping: a Push–Pull–Mooring model. (25th July 2012)

• Record Type: Journal Article
• Authors: Lai, Jung–Yu; Debbarma, Sutapa; Ulhas, Khire Rushikesh
• Is Part Of: International journal of mobile communications. Volume 10:Number 4(2012)
• Page Start: 386
• Page End: 404
• Publication Date: 2012-07-25
• Subjects: mobile shopping -- m–shopping -- online shopping -- switching behaviour -- push–pull–mooring -- consumer behaviour -- mooring forces -- trust -- privacy -- security -- switching cost -- push pull; Mobile communication systems -- Periodicals; Wireless communication systems -- Periodicals; 384.53
• Languages: English
• ISSNs: 1470-949X

Abstract

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.