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

Authors: Wasim Ahmad; Kay Hooi Keoy; Wang Xiaoqin; Wang Yuqiao; Abdul Waheed; Muhammad Akib Warraich

Addresses: UCSI Graduate Business School, UCSI University, Malaysia ' UCSI Graduate Business School, UCSI University, Malaysia ' UCSI Graduate Business School, UCSI University, Malaysia ' UCSI Graduate Business School, UCSI University, Malaysia; Jiaxing Nanhu University, Zhejiang, China ' Dr. Hasan Murad School of Management, University of Management and Technology, Lahore, C-II Johar Town Lahore, Pakistan ' Rennes School of Business, 2 Rue Robert d'Arbrissel, 35000 Rennes, France

Abstract: 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.

Keywords: switching intention; social commerce; SmartPLS; push-pull-mooring framework; structural equation modelling.

DOI: 10.1504/IJECRM.2025.148916

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.3, pp.199 - 221

Received: 03 Oct 2024
Accepted: 14 Jul 2025
Published online: 02 Oct 2025 *

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