Push, Pull, and Mooring Evaluation of User Switching Intention from Social Commerce to E-Commerce

Fajar Marseto, Putu Wuri Handayani, Ave Adriana Pinem

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

Social commerce is widely used for people who like to socialize while shopping online. However, currently shopping on social commerce has some risk such as especially for security since social commerce platform could not cover end-to-end online transaction process in its platform. Ecommerce on the other hand, could still be relied on to ensure the security and ease of transactions. This characteristic might encourage user to switch from social commerce to e-commerce. This study aims to understand complete understanding of factors that influence user to migrate with push-pull-mooring (PPM) model. The model was used the evaluate the factor the drive user to leave social commerce (push factor), the factor that attract user to migrate to e-commerce (pull factor) and factor that can facilitate or hinder the buyer to switch (mooring factor). This study uses a quantitative approach with collecting data using an online survey filled by 1,271 consumers who have shopped online through social commerce and ecommerce. The process of data analysis uses PLS-SEM with SmartPLS (v. 3.2.8). The results of this study indicate that push factors including familiarity have a positive influence in encouraging consumers to leave social commerce, while the pull factor consists of a security concern and ease of use that positively influence consumers in using e-commerce. Meanwhile, mooring factors which consist of hedonic motivations, habit, and facilitating conditions positively influence the intention to switch.

Original languageEnglish
Title of host publicationProceedings of 2019 International Conference on Information Management and Technology, ICIMTech 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages575-580
Number of pages6
ISBN (Electronic)9781728133331
DOIs
Publication statusPublished - 1 Aug 2019
Event4th International Conference on Information Management and Technology, ICIMTech 2019 - Jakarta/Bali, Indonesia
Duration: 19 Aug 201920 Aug 2019

Publication series

NameProceedings of 2019 International Conference on Information Management and Technology, ICIMTech 2019

Conference

Conference4th International Conference on Information Management and Technology, ICIMTech 2019
CountryIndonesia
CityJakarta/Bali
Period19/08/1920/08/19

Keywords

  • e-commerce
  • push-pull-mooring
  • social commerce
  • switching intention

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