Figure 2
The vertical axis is labeled with the factors listed from top to bottom as follows: “Switching Costs”, “Alternative Attractiveness”, “Dissatisfaction”, “Habit”, “Subjective Norm”, “Service Quality”, “Inertia”, “Perceived Usefulness”, “Perceived Risk”, and “Trust”. Each of these labels has horizontal bars extending to the right. The bars are shaded according to the legend on the right side, where black represents “Mooring”, dark grey represents “Pull”, and white represents “Push”. The data for the bars shown in the chart are as follows: Switching Costs: Push: 0, Pull: 0, and Mooring: 85. Alternative Attractiveness: Push: 0, Pull: 66.8, Mooring: 0. Dissatisfaction: Push: 52.8, Pull: 0, Mooring: 0. Habit: Push: 0, Pull: 0, Mooring: 27.2. Subjective Norm: Push: 0, Pull: 7.96, Mooring: 17.84. Service Quality: Push: 23, Pull: 2.2, Mooring: 0. Inertia: Push: 0, Pull: 0, Mooring: 20. Perceived Usefulness: Push: 1.1, Pull: 17.93, Mooring: 0. Perceived Risk: Push: 13.27, Pull: 0.63, Mooring: 5.13. Trust: Push: 7.08, Pull: 2.88, Mooring: 7.08. Note: All numerical data values are approximated.Most frequently used PPM variables