Factors Affecting User Intention to Switch to a Digital Bank Using the Push-Pull Mooring Theory

The banking industry is experiencing rapid transformation due to technological advancements, resulting in an increase in digital banking services. Despite this trend, traditional banks still dominate the market, creating a need to understand the factors influencing customers’ intentions to transition to digital banking. This study, therefore, aims to address this knowledge gap by using the Push-Pull Mooring (PPM) framework to develop a theoretical model that explains the drivers of switching behavior from traditional to digital banks. Data from 417 respondents in Indonesia showed that dissatisfaction with traditional banks, perceived attractiveness of digital banks, digital bank brand image, habits, and subjective norms influence customers’ intention to switch. Age moderates the relationship between perceived risk and subjective norms on switching intention, emphasizing the importance of service attractiveness and social support in encouraging customers to switch to digital banks. This research offers a new perspective on the key factors involved in adopting digital financial services in Indonesia, which have not been comprehensively examined by prior research, making this study a novel contribution.