A Study On The Influencing Factors That Affect User Intentions Toward Music App Service Switching

The rapid development of the Internet has brought great impact on people's life.While many online services have sprung up to facilitate people's life,a lot of problems have shown up.Low customer loyalty and high transformation rate constrain the development of service providers.The post-adoption behaviors of online service users are critical factors to online service providers' performance.To fill an academic gap that persists regarding users' switching intention across online service substitutes,this empirical study investigates which factors affect users who switch music apps,in an attempt to understand specifically how push,pull,and mooring factors shape their switching intentions.We collect 445 valid questionnaires,by using SPSS22.0,data's reliability and validity were tested.Finally SmartPLS3.0 was used to study the model of partial least squares analysis.The results confirm positive influences of push and pull effects,and a complicated influence of mooring effects.Push effect includes customer loyalty,pull effect contains perceive competitor advantage.Among mooring effects,switching cost plays a negative role in influencing switching intention,personal innovation and habit plays a positive role.The push-pull-mooring framework thus is a useful tool for comprehending the competing forces that influence the use of online service substitutes.In particular,low satisfaction push users away,where high perceive competitor advantage pull users to a disruptive mobile music app,switching cost and low personal innovation inhibit a change.These findings enrich ideology on users switching intention,and offer key insights and implications for the competitive strategy choices of online service providers.