An empirical study of consumer switching behaviour towards mobile shopping: a Push-Pull-Mooring model

Abstract: This study attempts to investigate the factors infl uencing consumer switching behaviour towards mobile shopping. The Push-Pull-Mooring is extrapolated to delineate consumer switching behaviours towards mobil ...

Abstract: This study attempts to investigate the factors infl uencing consumer switching behaviour towards mobile shopping. The Push-Pull-Mooring is extrapolated to delineate consumer switching behaviours towards mobile shopping. Our fi ndings 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 infl uence on switching intentions are stronger than those of push forces such as inconvenience. These fi ndings will aid mobile service providers, online marketers and companies in understanding what factors affect consumer behavioural intention to switch to mobile shopping. Keywords: mobile shopping, switching behaviour, Push-Pull-Mooring Reference to this paper should be made as follows: Lai, J-Y., Debbarma, S. and Ulhas, K.R. (2012) ‘An empirical study of consumer switching behaviour towards mobile shopping: a Push-Pull-Mooring model, Int. J. Mobile Communications, Vol. 10, No. 4, pp.386–404. Biographical notes: Jung-Yu Lai is a faculty member of the Institute of Technology Management at the National Chung Hsing University (NCHU) in Taiwan. His current research interests include enterprise resource planning, e-business, e-learning, service quality management, technology management and knowledge management. He has publications in Computers in Human behaviour, Electronic Library, Information & Management, Information Systems Frontiers, International Journal of Human-Computer Studies, Industrial Marketing Management, International Journal of Mobile Communications, Journal of Systems & Software, Journal of the American Society for Information Science and Technology, Online Information Review and Technovation. Sutapa Debbarma has acquired her MBA from National Chung Hsing University (NCHU), Taiwan. She has received her Bachelor’s and Master’s degree in Electronics and telecommunication engineering at Pune University, India. Her current research interests include technology marketing, international marketing and telecommunication engineering