A Study on Switching Intention toward Public Delivery Apps by Private Delivery App Users by Applying Push-Pull-Mooring Model

Puntos clave

• This research aims to identify factors affecting the intention of private delivery app users to switch to public delivery apps using the Push-Pull-Mooring model.
• Data was collected from 421 consumers who had experience using both private and public delivery apps.
• Statistical analyses including reliability, validity, multiple regression, and moderated regression were conducted using SPSS 30.0.
• Key service failures and low satisfaction (Push factors) significantly impacted the intention to switch to public delivery apps.
• Attraction of alternatives and procedural fairness (Pull factors) also significantly affected switching intention.
• Mooring factors showed no significant direct effect on the switching intention.