Factors Affecting Customer Intention to Switch to Other Brands in Online Platforms Based on the Push-Pull Mooring Theory

This research delves into the factors that affect customers’ inclination to shift to other brands during online transactions based on prior related studies. The push-pull-mooring (PPM) theory serves as a framework for this study’s theoretical model. The PPM framework compares consumers’ switching behavior to migration, which is classified into push, pull, and mooring factors. The model proposes seven factors: intention to switch, satiation, negative experience, herd behavior, hedonic motivation, deal proneness, and alternative attractiveness. However, this study only proposes a theoretical model based on PPM theory, which needs validation through future studies involving a specific population. The study recommends using a population that possesses substantial online shopping experience and aligns with societal norms, such as Indonesia.