Exploring factors and contextual applications of the Push-Pull Mooring (PPM) framework in switching intention: A systematic literature review

Abstract

The paper aims to undertake a comprehensive systematic literature review to address research questions 1. What are the factors that come into play when Push Pull Mooring (PPM) framework is applied in switching intention over time? 2. How PPM on switching intention is applied in different contexts. The systematic review was conducted for all published literature in the English language from the SCOPUS database from 2012 to 2022. A pool of 551 articles was reduced to 46 articles, which is used for systematic review and the inclusion criteria was (i) Empirical research including keynote of Switching intention & PPM theory (ii) English Language, (iii) Genuine data aggregation using quantitative and qualitative method. After examining the collected data, the predominantly used variables were explored: Dissatisfaction in the push effect, switching Cost in the mooring effect, and alternative attractiveness in the pull effect. The theory of Planned behavior and technology Acceptance model is widely applied in the studies. This systematic review presents an overview of the PPM framework, including its future prospects and its relationship to switching intention. Within this field of study, there exist opportunities and areas that have yet to be explored. The outcomes of this systematic review will serve as a point of reference for future investigations concerning the connection between PPM and switching intention.