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Empirical Study on the Factors Affecting User Switching Behavior of Online Learning Platform Based on Push-Pull-Mooring Theory

Author

Listed:
  • Heng Xu

    (School of Management, Henan University of Technology, Zhengzhou 450001, China)

  • Jingru Wang

    (School of Management, Henan University of Technology, Zhengzhou 450001, China)

  • Zhaodan Tai

    (School of Foreign Languages, Henan University of Technology, Zhengzhou 450001, China
    Graduate School of Management, Management and Science University, Shah Alam 40100, Malaysia)

  • Hao-Chiangkoong Lin

    (Department of Information and Learning Technology, National University of Tainan, Tainan 700, Taiwan)

Abstract

Online learning is gaining popularity, but users can easily find alternatives and switch between learning platforms. Reducing users switching behavior is a critical condition for the sustainable development of an online learning platform; therefore, it is necessary to investigate the influence factors of users switching behavior between different platforms to retain users and enhance the competitiveness of enterprises. Push-Pull-Mooring (PPM) theory is adopted to construct a structural equation model of customer switching behavior on online learning platforms and to explore the mechanism of user switching behavior between learning platforms. The model is tested with data collected from 313 online learning users. The results show that information overload and dissatisfaction, as push factors, significantly affect user switching behavior. Functional value and network externality as pull factors positively affect user switching behavior, switching cost, and affective commitment as mooring factors negatively correlate with switching behavior. Further, this study also revealed that there are obvious different influencing factors for different online learning platforms. Overall, this study provides some practical strategies for the online learning platform and can help them to gain a competitive advantage.

Suggested Citation

  • Heng Xu & Jingru Wang & Zhaodan Tai & Hao-Chiangkoong Lin, 2021. "Empirical Study on the Factors Affecting User Switching Behavior of Online Learning Platform Based on Push-Pull-Mooring Theory," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7087-:d:581128
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    References listed on IDEAS

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    1. Heng Xu & Menglu Zhang & Jun Zeng & Huihui Hao & Hao-Chiang Koong Lin & Mengyun Xiao, 2022. "Use of Latent Dirichlet Allocation and Structural Equation Modeling in Determining the Factors for Continuance Intention of Knowledge Payment Platform," Sustainability, MDPI, vol. 14(15), pages 1-25, July.

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