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NTU Management Review Vol. 33 No. 3 Dec. 2023

industries, including auto services and mobile phone providers. In this study, we also refer
to the definition of Keaveney (1995) and focus on examining the determinants related to
switching intentions of health apps.

3. Research Model and Hypotheses

3.1 Theoretical Foundation

The PPM model is one of the most important and common theories used to interpret
human migration behavior (Lee, 1966; Bogue, 1969; Cohen, 1996). This model considers
human migration as the result of the interaction between “the thrust of the original
residence place and the pull of the destination” (Hou, Chern, Chen, and Chen, 2011; Sun
et al., 2017); some effects of the original place encourage the individual to leave, while

the effects of the new place of residence appeal to individuals (Lewis, 1982). Furthermore,
Longino (1992) proposes the concept of “mooring” to describe the long-term, cumulative
resources of migrants in their original residences and their impact on migration decisions
(Chen, Shang, and Li, 2014). Moon (1995) incorporates the mooring force into the PPM

model and points out that mooring power includes an individual’s life course and cultural
and spatial issues. These issues motivate or prevent and individual’s migration decisions,
including all personal, social, and cultural effects (Moon, 1995).
Bansal et al. (2005) propose the theoretical framework of the PPM model for

marketing research and find that the PPM model can be applied to investigate the
switching of consumers between service providers; thrust, pull, push, and mooring
significantly affect the consumer’s intention to switch a service provider. Hou et al. (2011),
Sun et al. (2017), and Nugroho and Wang (2023) also use the PPM model to study the

switching intentions of E-services, such as online games, instant messengers, and online to
offline (O2O) purchasing. They validate their research model with different variables and
find that PPM model has explanatory power for users’ decision to switch E-services. Based
on the PPM model and the results of past relevant studies, we propose a research model

and the following hypotheses to understand switching intentions of health apps. Figure 2
illustrates the research model.

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