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Antecedents of smartphone brand switching: a push–pull–mooring framework

Junyun Liao (Department of Marketing, School of Management, Jinan University, Guangzhou, China)
Muhua Li (Department of Marketing, School of Management, Jinan University, Guangzhou, China)
Haiying Wei (Department of Marketing, School of Management, Jinan University, Guangzhou, China)
Zelin Tong (School of Economics and Management, Hainan University, Haikou, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 11 January 2021

Issue publication date: 30 June 2021

2465

Abstract

Purpose

Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.

Design/methodology/approach

Based on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.

Findings

Results show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.

Originality/value

This study enriches the brand switching literature and offers significant implications for customer retention.

Keywords

Acknowledgements

The authors gratefully acknowledge financial support from the National Natural Science Foundation of China (NSFC) (no. 71802097, 71772077, 71772003 and 71962007). This project is also partially supported by the Jinan University Management School Funding Program (no. GY18004), the Institute for Enterprise Development, Jinan University, Guangdong Province (2020CP03 and 2019GBAZD06).

Citation

Liao, J., Li, M., Wei, H. and Tong, Z. (2021), "Antecedents of smartphone brand switching: a push–pull–mooring framework", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 7, pp. 1596-1614. https://doi.org/10.1108/APJML-06-2020-0397

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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