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

摘要

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.