Online switching behaviour: an empirical investigation using the pull-push-mooring model during the pandemic

The motivation of this study was to understand the online switching consumer behaviour using the pull-push-mooring theory (PPM) of migration, which has not been applied before in the pandemic context. Based on a comprehensive literature review, the study developed hypotheses that PPM factors positively affect switching intention to e-commerce. Then, using a survey of 158 consumers, it assesses the effects of these PPM factors on consumer switching using hierarchical regression analysis. The results showed that consumers are moderately influenced by factors in the push, pull, and mooring categories, with no significant differences based on demographic characteristics. Principal factors are related to ease of use, product quality concerns, attitude/prior switching behaviour, and variety seeking. Perceived risk, perceived cost, and social influence have a moderate effect on purchase intention. Most consumers bought clothes or shoes, health and beauty products and technology products through e-commerce during the pandemic. The study discusses managerial implications, presents limitations, and makes specific recommendations for future research.