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논문 기본 정보

자료유형
학술저널
저자정보
Wang, Yan-rong (Dankook University) Han, Seok-won (Dankook University)
저널정보
한국전시산업융합연구원 한국과학예술융합학회 한국과학예술융합학회 Vol.40 No.3
발행연도
2022.6
수록면
309 - 328 (20page)
DOI
10.17548/ksaf.2022.06.30.309

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초록· 키워드

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This study aims to develop an extended Push-Pull-Mooring (PPM) model to understand better short video platform (SVP) users’ switching intention. A structural equation model was employed to examine the research model based on 441 valid responses from combined online and an offline survey questionnaire. The causal model was validated using SmartPLS 3.0, and all study hypotheses were supported. The results show that push effects (system quality dissatisfaction, information quality dissatisfaction, service quality dissatisfaction, and perceived overload), pull effects (attractiveness of alternatives, perceived usefulness, and perceived entertainment), mooring effects (switching cost, social influence, and inertia) all significantly influence SVP users’ switching intention. Furthermore, we discovered that the moderating role of the mooring factors was found in the relationship between push and switching intention. However, it was not found in the relationship between pull and switching intention. The findings should assist SVP providers in understanding the SVP users switching intention to another platform and develop associated theories, services, and regulations. The present study extends previous research on the SVP by providing PPM as the general model and demonstrating its efficacy in explaining user switching intention.

목차

Abstract
I. Introduction
II. Theoretical Background & Model Development
III. Study Design
IV. Discussion & Conclusion
Reference

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