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Most previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or service and remain “non-users.” This study aims to understand free platform users' intention to switch to paid subscription platforms.

This study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method. A total of 446 free users were collected from Facebook and Line for data analysis.

Results show that perceived intrusiveness is the push factor and alternative attractiveness is the pull factor and that both have a positive impact on the switching intention of non-subscribers. Habit represents the mooring factor and negative affects switching intention. Perceived convenience and perceived enjoyment are shown to be two significant habitual antecedents. Furthermore, habit is revealed to moderate the effect of users' perceived advertisement intrusion and alternative attractiveness on switching intention to strengthen positive impact when the habit is strong.

This study is one of the pioneering studies to consider free-to-paid switching behavior on media services using PPM's structural equation model. Contrary to previous research, the study found that, in the context of the free-to-paid transition, highly accustomed users' perception of pull factors and push factors were strengthened, thus generating the tendency to switch platforms.

The digital transformation in the banking industry has brought about complexity and competitiveness which has made differentiation challenging for banks. Complemented by consumer empowerment through high accessibility of information on the internet, this has led to a phenomenon known as switching behavior. The purpose of this review is to examine the determinants governing switching behavior among bank customers. This review highlights the importance of research which looks beyond pre-adoption behavior by examining post-adoption behavior; what happens after initial technology acceptance.

This review examines 44 journal articles researching switching behavior published between 1995 and 2022 in top journals. From a synthesis of literature, a conceptual framework for analysis and understanding switching behavior is presented.

Although various scholars have investigated switching behavior among bank customers, there are few studies which provide a comprehensive review and research classifications in this area. This review classifies key determinants of switching behavior into socio-demographic factors, situational triggers, influential triggers and reactional triggers. Structural equation modelling is the most common research methodology utilized in reviewed articles. The literature review reveals that mediators and moderators are less commonly deployed compared to determinants. Findings also indicate switching behavior studies still lack theory-driven conceptual frameworks.

This paper is the first systematic literature review on switching behavior research among bank customers spanning across 28 years in top academic journals. It integrates insights from 44 relevant research papers through publication trends. This review identifies key research gaps and provides future research directions.

The choices that international students make regarding abroad study destination selection or leave the host country after graduation are influenced by a variety of factors that are both related to positive and negative aspects of the host country.

This study builds on the push-pull factor theory and examines the factors that influence international students' decision to choose abroad study destination (Finland) or leave the country after their graduations. The data were collected through an online survey of 195 international students currently studying in Finland and were analysed using partial least squares structural equation modelling (PLS-SEM) technique. This method offers a flexible and robust approach to test relationships, particularly in situations where sample size and the conceptual model are small and complex.

The results show that international students' choice of study destination (Finland) is influenced by the host country's quality of life, academic excellence and economic factors such as salary and benefits. Unfamiliarity with the culture and language barriers have a negative impact on their decisions to stay in the host country after graduation.

By utilising a comprehensive analysis of both push and pull factors in relation to the host country, this study unveils a novel perspective in the field of international student mobility. The results provide insights to the institutional leaders and policymakers into how to attract and retain international students by focusing on the factors that matter most to international students. To attract more international students, higher education institutions (HEIs) should include career development activities, e.g. job fairs, language training, scholarships and internships in their curriculum. Moreover, it provides recommendations on how to create a welcoming and supportive environment that promotes academic excellence and career development.

This study explores the factors that promote university teachers' switching intention from a traditional classroom to a smart classroom based on the push–pull–mooring (PPM) framework to enrich the theoretical research on the smart classroom and provide a reference for smart classroom promotion.

The proposed conceptual framework was developed from a comprehensive review of the related literature. This study tested and validated the proposed framework using a partial least square structural equation model based on 269 valid questionnaires.

(1) Perceived inefficiency, inquiry-based learning, future expectation and technical self-efficacy had significant effects on switching intention, while low participation, perceived usefulness and habit had no significant effects on university teachers’ switching intention in the smart classroom. (2) In the process of decision-making, the course category significantly moderates the impact of perceived inefficiency and technical self-efficacy on switching intention, while the user experience of smart classrooms significantly moderates the impact of perceived inefficiency on switching intention.

This study explains university teachers' switching intention from a traditional classroom to the smart classroom, which enriches the application area of the PPM framework.

Social media platforms are currently facing the challenge of declining user activity. Building on the push–pull–mooring (PPM) framework, the current study developed a research model to evaluate factors that affect Facebook discontinuance.

The proposed research model assessed how push factors (e.g. Facebook fatigue and dissatisfaction), a pull factor (e.g. alternative attractiveness) and mooring factors (e.g. personal norms and habit of using Facebook) affected the discontinued usage behavior regarding Facebook. The proposed research model was validated using empirical data (n = 412) collected from Facebook users.

Facebook fatigue, dissatisfaction and alternative attractiveness significantly and positively affected discontinued Facebook usage. Personal norms and habit of using Facebook had a converse influence in this regard. Dissatisfaction had a stronger positive impact than Facebook fatigue and alternative attractiveness on the discontinued usage behavior regarding Facebook. Habits of using Facebook had a greater negative effect than personal norms of using Facebook on the discontinued usage behavior regarding Facebook by users.

This study extends extant literature on social media discontinuance to identify the antecedents of discontinuous usage behavior in social media. This study enriches the literature on social media discontinuance by shedding light on the different degrees of effect of the push, pull and mooring factors on discontinuous social media usage behavior.

This study aims to examine the interactive effect of the push factor from the conventional bank, the pull factor from the Islamic bank and the internal mooring factor of the customers in influencing the switching behavior of two types of customer account holders, the conventional only and the mixed (conventional and Islamic bank) account holders, from the services marketing mix perspective.

This study applied an explanatory research design. The data were collected via an online survey from 1,171 Muslim participants; participants consisted of conventional only account holders, Islamic bank only account holders and mixed (conventional and Islamic bank) account holders. The data were mainly analyzed using structural equation modeling.

Based on the account, the results showed that the three types of customers differ significantly in terms of the effect of the push, pull and mooring factors. The study also showed that the mooring factor, which is internal to the customer, is the most significant factor that inhibits customers from migrating to Islamic banks. The effect was observed for both conventional customers and those who hold mixed accounts.

The study was conducted via an online survey, which reduces the representativeness of the sample. In addition, most respondents were urban dwellers and well educated, which might not represent the banking behaviour of Indonesian Muslim customers in general.

The study implies that to attract the conventional only account holder, Islamic banks should first weaken the mooring factors (the internal characteristics of the customers) that inhibit customers from switching to an Islamic bank.

The main contribution of the study is that it simultaneously identifies the push, pull and mooring factors that have the most significant impacts on Muslim customers' switching behavior from a conventional to an Islamic bank.

This study aims to attempt to investigate the factors that influence non-Muslims’ withdrawal behavioural intention from Islamic banking in Malaysia.

The push–pull–mooring approach is used to examine the determinants of withdrawal intention by non-Muslims from Islamic banking in Malaysia. Variables used in this study include religiosity (RELG) under push, deposit guarantee (DG), rate of return (RR), Islamic banks’ specific factors (IBSF) under pull and mooring factors as social influence (SI) and voluntary switching (VS) as the determinants of withdrawal intention from Islamic banking. In this study, the SPSS Statistics Version 22 and smart partial least squares were used to measure the withdrawal level.

Three variables, namely, SI, RR and IBSF are found to significantly influence the withdrawal behaviour intention. Meanwhile, three other variables, namely, RELG, DG and VS are not significant.

This study provides valuable insights pertaining to non-Muslim consumer withdrawal behaviour from Islamic banks. Bank managers, marketers and regulators could use these findings in developing effective strategies to increase and retain customer withdrawal.

This study expands the understanding of key determinants of the non-Muslim withdrawal behaviour from Islamic banks in Malaysia. To the best of the authors’ knowledge, this research is among the pioneer empirical study to assess the issue.

The purpose of this study is to explore a theoretical model using the push-pull-mooring framework which adopts both direct and moderating effects, in relation to building antecedents of Muslim switching intention (SI) from using cash to mobile payment (m-payment).

The data collected were 317 respondents, then processed using the partial least squares structural equation modeling approach (SEM-PLS). Furthermore, advanced PLS techniques such as PLS predict, blindfolding and importance-performance map analysis are used to verify the statistical analysis of findings.

This research underlines the importance of religious commitment factor when talking about Muslims SI to use m-payment. Moreover, the features of m-payment, such as enjoyment, efficiency, security and convenience, have contributed to the driving and attracting factors for Muslim individuals to switch from cash to m-payment.

Fundamentally it is highly recommended that the highest concentration of service provider strategies is always obeying the principles of Islamic finance, with regard to the Muslim community as their target market. Specific to the government, the distribution of supporting infrastructure and literacy of new technologies such as m-payment are still important points in an effort to create a cashless society.

The model in this study emphasizes the internal and external construction of a Muslim in relation to the behavior of SI from using cash to m-payment. Thus, the construction of the model that has been built is considered to bring more relevant factors to explain the m-payment adoption behavior of a Muslim from various perspectives.

Technology has revolutionized the delivery of health-care services, with e-consultations becoming popular mode of service delivery, especially during the pandemic. Extant research has examined the adoption of e-health consultation services, with little attention paid to examine the switching behavior. This study aims to identify factors affecting patients’ intentions to switch from conventional mode i.e. visiting hospitals/clinics to e-health consultations.

To understand this we use the push–pull–mooring (PPM) framework and integrate variables from status quo bias framework to the model. A cross-section research design was used, which rendered 413 valid responses which were obtained from the patients visiting a traditional hospital setup. The data was analyzed using partial least square – structural equation modeling using SmartPLS 3.0.

Findings suggest that push effects (inconvenience and perceived risk), pull effects (opportunity for alternatives and ubiquitous care), mooring effects (trust) and inertia significantly influence patients’ switching intentions from visiting hospitals/clinics to e-health consultations. Further, habit and switching cost positively influence inertia.

This study shall enable online health-care service providers and practitioners to understand patients’ intentions to switch to online health platforms and accordingly develop related marketing strategies, services and policies to encourage them to switch to the new offerings.

The current study enriches the previous research on e-health services by applying and extending PPM framework as the base model and showing its efficiency in predicting individuals switching intentions in the context of emerging economies. This study bridges the gap by focusing on switching behavior in context of health services.

Showrooming presents a complex and evolving challenge to retail managers, as it signifies the emergence of new forms of exchange rules. The purpose of this research is to investigate how factors responsible for information search and evaluation affect showrooming and also consider the consumer mindset as a moderator.

This research undertakes three experimental designs to investigate how the push (i.e. assortment size), pull (i.e. price discount), and mooring (i.e. sunk cost) factors influence consumers' showrooming intention. Specifically, consumers' maximizing tendency plays the role of moderator.

The results reveal that push, pull, and mooring factors are significantly related to consumers' showrooming intention. Furthermore, the findings show that maximizers have higher showrooming intention than satisficers in the context of the push, pull, and mooring factors.

By integrating the push-pull-mooring framework and the maximizing mindset theory, this research proposes a novel research model and the empirical testing results support six hypotheses. The findings add to the body of knowledge in showrooming behavior by taking consumer mindset into account. The results also provide implications for practitioners to develop their retail strategies.