Analyzing Consumer Switching Intentions in Short Video E-commerce: A Comprehensive Examination Through the Lens of Push, Pull, and Mooring Factors

The rapid dissemination of short video platforms has prompted enterprises to explore their potential applications in the e-commerce domain, leading to the emergence of a novel paradigm termed short video e-commerce. As an increasing number of consumers turn to short video e-commerce for their shopping endeavors, both academia and industry have shown a growing interest in this phenomenon. However, current research primarily focuses on qualitative investigations and analyses of user adoption behavior, with limited quantitative exploration into the factors influencing consumer switching behavior. To address this research gap, the present study, rooted in the Push-Pull-Mooring (PPM) model, examines the impact of platform attributes and consumer comparative perception on consumer conversion intention. Subsequently, it employs structural equation modeling to elucidate the causal mechanisms underlying these influencing factors. By uncovering consumers’ shopping needs on short video platforms, this paper contributes to the theoretical advancement of e-commerce research. Furthermore, it assists industry professionals in formulating appropriate strategies to retain existing consumers and attract new ones.