Society has determined the traits that are masculine and feminine, which might affect their decision making and purchase intention. Understanding the difference between male and female regarding their purchase intention and behavior is growing. Accordingly, this paper outlines three main factors that may affect male and female purchase intention (perceived value – brand packaging – brand trust). The criteria of the population in this study are consumers of Shopee. The sampling technique used purposive sampling and the method of collecting data through online questionnaires to 100 respondents who were in accordance with the criteria of the population. Structural Equation Modeling (SEM) was used to test the hypotheses. Based on the Descriptive Analysis results, Perceived value is in “good” category with percentage value 79%, brand packaging is in “good” category with percentage value 76%, and brand trust is in “good” category with percentage value 76%. All the main factors (perceived value – brand packaging- brand trust) are have a significant effect to purchase intention, meanwhile the differences of gender (male and female) doesn’t show a moderating effect to purchase intention. So there are a same perception of purchase intention between male and female customer.

Although many studies have focused on consumer behavior, a summary of constructs specialized in switching behavior is unexplored. The research aimed to enlarge an extensive and updated overview of customer switching behavior in the service industry. The Systematic Literature Review (SLR) technique evaluated 35 scientific papers released from 2011 to 2021 to analyze drivers, mediating factors, moderating factors, and outcomes related to customer switching behavior. The results improve the understanding and outcome of the drivers to retain consumers. First, the drivers (independent variables) consist of social factors, firm factors, customer behavior, and cost. Second, mediating factors include switching cost, experiential psychological states, inertia, emotion, and consumer perception. Third, moderating constructs have mooring factors, satisfaction, and inertia. Surprisingly, inertia appears in both mediating and moderating variables. The difference depends on service context. Last, outcomes consist of customers’ responses, low satisfaction, and low loyalty. The research contributes to theoretical and managerial implications for sustainable planning by making an overview of several service models. In addition, it includes the drivers of switching behavior in the service industry. Furthermore, the framework offers possibilities and issues for future research and moves the focus from the conventional service domain to social networking that refers to the online platform.