Mohd-Any, Amrul Asraf and Sarker, Moniruzzaman and Hui, Fabian Low Zhen (2024) Understanding users' switching intention of cloud storage services: A push-pull-mooring framework. Journal of Consumer Behaviour, 23 (2). pp. 748-768. ISSN 1472-0817, DOI https://doi.org/10.1002/cb.2239.
Full text not available from this repository.Abstract
Highly sensitive and private information is stored in the cloud, so understanding how and why customers choose and switch between cloud storage service providers is pivotal. However, prior studies have tended to focus on users' adoption of cloud storage services, whereas little attention has been paid to their switching intention behavior based on non-functional factors. Using the push-pull model, developed from human migration theory, and by employing a survey (n = 326), we demonstrate that the push factor (i.e., satisfaction) has a significant negative effect, while the pull factor (i.e., alternative attractiveness) has a significant positive effect on users' switching intentions. Furthermore, mooring factors such as switching costs, habitual use, and past switching experiences have a varying moderation effect on the relationship between push and pull factors and switching intentions. The results offer several important theoretical and actionable managerial implications.
| Item Type: | Article |
|---|---|
| Funders: | Faculty of Business and Economics, Universiti Malaya |
| Uncontrolled Keywords: | Cloud storage services; Push-pull model; Mooring factors |
| Subjects: | H Social Sciences > HF Commerce > Business |
| Divisions: | Faculty of Business and Economics > Department of Management and Marketing |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 18 Jul 2024 07:26 |
| Last Modified: | 18 Jul 2024 07:26 |
| URI: | http://eprints.um.edu.my/id/eprint/46017 |
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