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Understanding People's Switching Intentions of Health Apps from Exterior and Interior Drivers

Han, and Jo, 2017; Hou and Shiau, 2020; Wong et al., 2019; Yan, Filieri, Raguseo, and
Gorton, 2021; Chong et al., 2022). We also list the variables used in aforementioned
past research in Table 1. Some past study has more variables due to combining different
research models. In this study, because we specifically consider that the dilemma of

switching health apps with individuals may present two forces (i.e. push and pull) that
influence users' switching intentions, we treat attractive alternatives, social influence, and
dissatisfaction as push power (exterior power); switching costs and habits as pull power

(interior power). The following sub-sections describe the concept of selected variables.

Push
factors

Mooring Switching Switching
effects Intentions behaviour

Pull
factors

Figure 1 Push-Pull-Mooring (PPM) Model of Service Switching (Bansal et al., 2005)

2.1 Attractive Alternative

Alternatives refer to the existence of competing relationships between/among two/
two or more products. In the marketing domain, alternative products refer to products
with the same basic use. Yet alternative products also represent an increase in sales of one
product while reducing the potential sales of other products. Determining an alternative
is a value evaluation and primarily a matter of the alternatives offering greater value than

existing products. Keaveney (1995) finds that when customers have switching intentions or
behaviors, they are not necessarily dissatisfied with the original service providers; perhaps
they are aware that other service providers offer more favorable traits, more rewards, or

added value to attract customers, thus causing customers to produce this kind of intention
or behavior. That is, when consumers perceive other alternatives offering more attractive
solutions, they are attracted and may choose to partner with the vendor. Conversely, if the

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