Understanding users' switching behavior of mobile instant messaging applications: An empirical study from the perspective of push-pull-mooring framework

Abstract This study employs push-pull-mooring (PPM) framework originated from human migration literature as the theoretical paradigm to explore the key factors influencing users' switching intention in the context of mobile instant messaging (MIM) applications. The research model was tested with 240 valid responses among Chinese MIM users. The results show that fatigue with incumbent MIM and subjective norm have significant positive effects on switching intention, while inertia negatively affects switching intention. In addition, affective commitment, switching costs and habit are found to be significant to inertia. This study sheds light on the switching behavior of MIM users, and helps explain the key determinants of switching intention of MIM users. The findings also help practitioners make appropriate strategies for maintaining current users as well as attracting new users.

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