...Jianming Wang; Tan Vo-Thanh; Yi-Hung Liu; Thac Dang-Van; Ninh Nguyen Purpose On the basis of the approach-avoidance motivation theory, this study aims to examine the role of information confusion in influencing consumer switching intention among social commerce platforms, with the mediating effect...

... to paid subscription platforms. Design/methodology/approach This study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method...

... to reveal how latecomers in the SNSs circuit can win the hearts of users. Design/methodology/approach This study proposes an SNS switching framework that is adapted from the demographic Push-Pull (PP) migration model to investigate users’ switching intention. Structural equation modeling was applied...

... of this paper is to examine three categories of antecedents for hotels consumers’ switching intention: push (i.e. satiation), pull (i.e. perceived value) and mooring (i.e. optimal stimulation level) factors using push–pull–mooring (PPM) model. Design/methodology/approach Airbnb was chosen as the research...