Push and Pull Determinants of Consumer Switching Intention in E-commerce Platforms within Digital Platform Competition Context in Thailand

Abstract

Background and Aims: In the hyper-competitive digital economy, consumers increasingly exhibit multi-homing behaviors characterized by low switching costs. This research examines the push and pull factors influencing the switching intentions of Thai e-commerce consumers. By synthesizing the Push-Pull Theory with contemporary digital contexts, this study addresses a critical research gap regarding how algorithmic-driven dynamics and social networks serve as switching drivers in the modern marketplace.

Methodology: This quantitative study utilized an online questionnaire to collect data from 419 Thai consumers experienced in e-commerce platforms. The research instrument was validated for content validity and reliability. Data were analyzed using descriptive statistics, Pearson Correlation, and Multiple Regression Analysis.

Results: The findings indicate that both push and pull factors are positively and significantly correlated with switching intention, with pull factors exhibiting a markedly stronger relationship than push factors. Specifically, within the push dimension, System quality was identified as the sole primary driver of switching behavior. Conversely, Alternative attractiveness and Social Word-of-Mouth emerged as potent pull determinants. The integrated model explained a moderate proportion of the variance in switching intention (R² = 0.490), with Alternative attractiveness identified as the most significant predictor (Beta = 0.475). These results suggest that positive attractions from competing platforms outweigh the push-related deficiencies of incumbent platform.

Conclusion: The study underscores the critical importance of strategic pull factors within the social commerce landscape, particularly the use of social influence and alternative variety as primary instruments for market share acquisition. From a managerial perspective, the findings suggest that operators must prioritize experiential differentiation and technical system enhancement to mitigate push triggers. Furthermore, establishing network-driven mechanisms is essential to effectively attract and foster long-term user loyalty.