Determinants of customer switching intentions on social commerce sites: a push-pull-mooring framework

This research uses the push-pull-mooring paradigm to examine how push, pull, and mooring influence customer intentions to switch on social commerce platforms. A questionnaire survey was carried out by targeting Chinese users who recently switched to social commerce platforms. The measurement and structural models were evaluated using SmartPLS. Therefore, the empirical findings indicate that low e-service quality, low satisfaction, and low social presence drive users to leave their existing social commerce platforms. Inversely, hedonic motivation, perceived herd behaviour, and social support fascinate the customers. Additionally, the mooring effect, which includes conformance and self-efficacy, eventually increases customers' desire to switch brands. Furthermore, it was discovered that the two mooring factors moderated the effects of service quality, satisfaction, social presence, perceived herd behaviour, and hedonic motivation on the customer's inclination to switch services.