Analyzing Consumer Switching Intentions in Short Video E-commerce: A Comprehensive Examination through the Lens of Push, Pull, and Mooring Factors

Authors

Yijia Ma, Communication University of China, Beijing 100024, China
Yi Cui, Communication University of China, Beijing 100024, China
Jie Li, Hangzhou Dianzi University Information Engineering College, Hangzhou 311305, Zhejiang, ChinaFollow
Yonghui Li, Communication University of China, Beijing 100024, China

Recommended Citation

Ma, Yijia; Cui, Yi; Li, Jie; and Li, Yonghui, "Analyzing Consumer Switching Intentions in Short Video E-commerce: A Comprehensive Examination through the Lens of Push, Pull, and Mooring Factors" (2024). WHICEB 2024 Proceedings. 24.
https://aisel.aisnet.org/whiceb2024/24