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

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

Attractive
alternatives
H1
Positive drivers
(Exterior power) Social influence +
+
H2
Dissatisfaction Intention to
with the current + H3 switch other
health app health apps

－
H6 H4
Procedural － －
Negative drivers switching costs
(Interior power)
H5

Habits

Figure 2 Research Model
Figure 2. Research Model.
3.2 Hypotheses

Ping (1993) argues that attractive alternatives positively impact customers’
switch intentions; Dwyer, Schurr, and Oh (1987) state that alternatives positively affect
customers’ switch intentions when overall satisfaction is low. In the context of health apps,
users may not change their usage behaviors even if they are dissatisfied or unpleased with

the current app when they understand that there is a lack of alternatives or the benefits
are not higher after switching. Conversely, when the alternatives are more attractive and
36
functional, consumers may switch from the current app to other products. Therefore, this

study suggests that when there are more attractive alternatives, consumers’ willingness to
change increases. Thus, we propose the following hypothesis:
Hypothesis 1 (H1): Attractive alternatives have a positive effect on the intention to
switch to other health apps.

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