From Local to Global: A Push–Pull–Mooring Perspective on Chinese Consumer Switching-to-Purchase in Cross-Border E-Commerce

Cross-border e-commerce (CBEC) is reshaping how consumers engage with global markets. While most prior studies focus on CBEC purchase or repurchase intentions, little is known about the factors that drive consumers to switch from domestic e-commerce platforms to CBEC platforms. To address this gap, this study employs the push–pull–mooring (PPM) framework to investigate the factors underlying consumers’ switching intention toward CBEC. A mixed-methods approach was used. First, qualitative interviews helped identify relevant constructs. Subsequently, a quantitative survey that received 727 valid responses was used to empirically test the proposed model. A partial least squares (PLS) analysis was conducted, and the results revealed that push factors (perceived high domestic prices), pull factors (product uniqueness, pricing competitiveness, CBEC platform reputation, the general country image of the CBEC platform, and consumer informedness), and mooring factors (perceived behavioral control and variety seeking) significantly drive consumers’ intentions to switch to CBEC platforms. Furthermore, mooring factors moderately influence the relationship between push factors and switching intentions and the relationship between pull factors and switching intentions. This research deepens our understanding of the factors influencing consumers’ switching intentions toward CBEC platforms. Additionally, the findings of this research offer practical guidance that can help CBEC managers and practitioners develop strategies that effectively attract and retain more consumers.