Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework |
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| Institution: | 1. National Chiayi University, Taiwan;2. National Tsing Hua University, Taiwan;3. Addcn Technology Co., Ltd., Taiwan;1. Graduate Institute of Technology Management, National Chung Hsing University,Taichung 402, Taiwan;2. Graduate Institute of Technology Management, National Chung Hsing University, Taichung 402, Taiwan |
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| Abstract: | We tested the applicability of the push-pull-mooring (PPM) migration theory to travelers' airline selection in order to clarify their switching behavior. Based on the extensive review of the literature and open-ended survey, we identified the constituents of four push, three pull, and four mooring factors. A field survey was conducted at an international airport in South Korea, and a total of 529 complete responses were used for data analysis. Our results showed that the PPM model comprising the second-order factor structure provided an acceptable representation of the observed variables in a comparison with the first-order construct model. Results of the structural analysis also indicated that all PPM categories directly affected switching intention. In addition, mooring dimension had a significant moderating effect on the relationship between pull category and switching intention. However, no moderating effect of mooring factor on the relationship between push factor and switching intention was found. |
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| Keywords: | Air travelers Switching intention Push-pull-mooring (PPM) model |
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