Purpose

Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.

Design/methodology/approach

Based on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.

Findings

Results show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.

Originality/value

This study enriches the brand switching literature and offers significant implications for customer retention.

中文翻译：

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智能手机品牌转换的前因：推拉系泊框架

目的

近年来，智能手机品牌之间的竞争日益激烈。因此，智能手机公司敦促防止当前消费者转向保持市场地位。本研究基于推拉系泊 (PPM) 框架，旨在探索用户从当前智能手​​机品牌转换的意图的驱动因素。

设计/方法/方法

根据以往文献和智能手机购买的特点，本研究确定了一个推、两个拉和五个系泊因素。收集在线问卷以使用结构方程建模方法测试假设。另一项网络志研究为这些假设提供了进一步的支持。

发现

结果表明，后悔是增强消费者转换意图的推动因素。此外，主观规范和替代吸引力这两个拉动因素对消费者的转换意图产生积极影响。最后，转换成本、情感承诺和品牌社区参与是对品牌转换意图产生负面影响的系泊因素，而消费者的多样性寻求具有积极影响。

原创性/价值

这项研究丰富了品牌转换文献，并为客户保留提供了重要意义。