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.

中文翻译：

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基于推拉系泊理论的在线学习平台用户切换行为影响因素实证研究

在线学习越来越受欢迎，但用户可以轻松找到替代方案并在学习平台之间切换。减少用户切换行为是在线学习平台可持续发展的关键条件；因此，有必要调查不同平台之间用户切换行为的影响因素，以留住用户，提升企业竞争力。采用Push-Pull-Mooring（PPM）理论构建在线学习平台客户切换行为的结构方程模型，探索学习平台之间用户切换行为的机制。该模型使用从 313 名在线学习用户收集的数据进行测试。结果表明，信息过载和不满作为推动因素显着影响用户切换行为。作为拉动因素的功能价值和网络外部性正向影响用户转换行为、转换成本和情感承诺，因为系泊因素与转换行为负相关。此外，本研究还揭示了不同的在线学习平台存在明显不同的影响因素。总的来说，这项研究为在线学习平台提供了一些实用的策略，可以帮助他们获得竞争优势。