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Exploring customers' switching from native to lightweight apps: a push–pull–mooring framework perspective

Yuan Chen (University of Science and Technology of China, Hefei, China) (Nanjing Xiaozhuang University, Nanjing, China)
Xiaodong Li (School of Economics and Management, Anhui Polytechnic University, Wuhu, China)
Qi Li (School of Business, State University of New York, New Paltz, New York, USA)
Wenjie Li (University of Science and Technology of China, Hefei, China)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 8 September 2022

Issue publication date: 16 November 2022

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Abstract

Purpose

Lightweight apps such as WeChat mini programs (WMPs) are an emerging mobile channel (m-channel) touchpoint that have gained remarkable popularity among consumers. Despite the focus of migration research on traditional m-channel touchpoints (e.g. native apps and mobile websites), but few researchers have examined why consumers switch from native to lightweight apps. Drawing on the push-pull-mooring framework, this study aims to identify the key factors influencing consumers' switching related to lightweight apps.

Design/methodology/approach

The data were collected using a questionnaire survey of 416 WMP consumers and the proposed model was analyzed through structural equation modeling.

Findings

The results show that the push effect, specifically, high privacy concern, nudges consumers away from native apps, whereas the pull effects, including relative ease of use, convenience of access and exit and socially-oriented interaction, entice consumers to lightweight apps. Further, consumer switching intention is influenced by habit and perceived technology control, both of which reflect the mooring effects. Switching intention also stands as an important precedent of actual behavior.

Originality/value

This study is among the first theoretical explorations of consumer switching across m-channel touchpoints in the context of mobile commerce. For information system practice, these findings provide new insights for both incumbent providers and newcomers on how to retain existing shoppers as well as attract potential shoppers effectively.

Keywords

Acknowledgements

The work was substantially supported by the Anhui Philosophy and Social Science Planning Project (No. AHSKY2017D24), the National Natural Science Foundation of China (No. 71701002) and the Industry-school Cooperative Education Program of Ministry of Education (No. 202102629049).

Citation

Chen, Y., Li, X., Li, Q. and Li, W. (2022), "Exploring customers' switching from native to lightweight apps: a push–pull–mooring framework perspective", Industrial Management & Data Systems, Vol. 122 No. 12, pp. 2633-2656. https://doi.org/10.1108/IMDS-04-2022-0234

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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