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

Authors: Ilias P. Vlachos; Kyriaki Ourgantzoglou

Addresses: Excelia Business School, Excelia Group, 102 Rue de Coureilles, 17000 La Rochelle, France ' Department of Social Sciences, Hellenic Open University, Evdoxou 5, Patra 263 31, Greece

Abstract: 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.

Keywords: online switching behaviour; pull-push-mooring model; PPM model; e-commerce; survey; COVID-19; pandemic; Greece.

DOI: 10.1504/IJTTC.2025.145568

International Journal of Technology Transfer and Commercialisation, 2025 Vol.21 No.2, pp.135 - 168

Received: 12 Feb 2024
Accepted: 18 Aug 2024
Published online: 04 Apr 2025 *

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