Studies on switching behavior tend to focus on the business sector. Although high switching rates have been reported in the not-for-profit sector, particularly in the market for Christian religious services, very little has been done with respect to examining switching in the religious context. This study extends understanding of switching intention by examining the phenomenon using the Push-Pull-Mooring (PPM) framework in the Christian Religious Market. Data were collected from a survey involving over 500 adherents over a three month period. Results of confirmatory factor analysis and structural equation modeling suggest that the adopted framework provided a better explanation for switching behavior among Christian adherents. Furthermore, the push, pull and mooring (except variety seeking) factors were found to significantly account for variation in adherents’ switching intention. Hence, unlike has been established in the business context, a high need for variety does not result in switching among adherents in the Christian religious market.

关于转换行为的研究往往集中在商业领域。尽管在非营利部门，特别是在基督教宗教服务市场中，据报导有很高的转换率，但在宗教背景下检查转换的工作却很少。这项研究通过使用基督教宗教市场中的推拉式系泊（PPM）框架检查现象来扩展对转换意图的理解。数据是在三个月的时间内从涉及500多个参与者的调查中收集的。验证性因素分析和结构方程建模的结果表明，采用的框架为基督徒信徒之间的转换行为提供了更好的解释。再者，发现牵拉和系泊（寻求品种除外）因素显着说明了依从者转换意图的变化。因此，与商业环境不同的是，对多样性的高度需求并不会导致基督徒宗教市场信徒之间的转换。