Related Experiment Video
Updated: Aug 23, 2025
09:17
Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
11.4K
Investigating switching intention of e-commerce live streaming users
Dingyu Ye1, Fufan Liu2, Dongmin Cho3
1Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeollabuk-do, Republic of Korea.
Heliyon
|October 27, 2022
Summary
E-commerce live streaming (ELS) users switch platforms due to dissatisfaction and platform attractiveness. Mooring effects, like switching costs, moderate this intention, while pull effects did not significantly influence switching.
Area of Science:
- Business and Economics
- Information Systems
- Consumer Behavior
Background:
- E-commerce live streaming (ELS) is a rapidly growing shopping method, particularly in China.
- High competition in the ELS market leads to frequent user platform switching.
- Understanding user switching intentions is crucial for ELS platform retention.
Purpose of the Study:
- To investigate the factors influencing user switching intentions in e-commerce live streaming.
- To extend the Push-Pull-Mooring (PPM) model for analyzing ELS user behavior.
- To provide practical insights for ELS providers to reduce user churn.
Main Methods:
- Development and validation of an extended Push-Pull-Mooring (PPM) model.
- Structural equation modeling (SEM) applied to data from 443 online survey responses.
- SmartPLS 3.3.2 used for causal model validation.
Main Results:
- Push effects (dissatisfaction, privacy concerns, perceived negative value) significantly drive switching intentions.
- Mooring effects (switching costs, social influence, inertia) also significantly influence switching.
- Mooring effects were found to moderate the relationship between push effects and switching intention; pull effects did not significantly impact switching intention.
Conclusions:
- The extended PPM model effectively explains ELS user switching intentions.
- ELS providers should focus on mitigating push factors and leveraging mooring factors to enhance user loyalty.
- Findings offer theoretical contributions and practical guidance for the ELS industry.
