Search results for "push-pull-mooring model"

Investigating switching intention of e-commerce live streaming users.

2022

As a new way of shopping, e-commerce live streaming (ELS) has gained unprecedented growth and popularity in the past years, especially in China. Because of the considerable rivalry in the ELS market, users frequently switch between ELS platforms. However, the switching intention of ELS users is yet to be explored for gaining new knowledge and practical insights. This study aims to improve the understanding of ELS users' switching intentions by developing an extended Push-Pull-Mooring (PPM) model. Using structural equation modeling, the study model was examined based on 443 valid responses from an online survey questionnaire. SmartPLS 3.3.2 was used to validate the causal model, and most of …