• Journal of Venture Innovation
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• v.2 no.2
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• pp.79-94
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• 2019

The purpose of this study is to explore the factors affecting rural experience by applying the unified push-pull-mooring model. The theoretical model is an unified PPM model that introduces new variables based on PPM. The pull factor of the newly introduced variables were reconstructed based on the Schmitt's Experience model and ServQual model. The hypothesis is set as follows. The push factor will have a negative effect on experience satisfaction and the pull factor(experience attributes, service quality)will have a positive effect on experience satisfaction. Also, mooring factors will have a negative effect on experience satisfaction. The research model of this study was tested by structural equation model based on 314 effective questionnaire data. Service quality had a positive effect on experience satisfaction. Mooring factors have a negative effect on experience satisfaction. Push factor and experience attributes factor were analyzed to have a no significance effect on experience satisfaction. These results theoretically test that the mooring factors also have an important effect on the experience satisfaction in the rural experience. Based on the Schmitt's Experience model and ServQual model introduced as a pull factor, the proposed unified PPM model proved to be a useful analysis framework. In practice, it was able to provide implications on what factors should be strategically and marketingly focused to activate the 6th industry experience.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.3
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• pp.61-82
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• 2020

This study was conducted to investigate the transformation of shopping behavior from showrooming to webrooming under multi-channel environment. By applying the push-pull-pooring (PPM) theory, we conceptualized the lack of utilitarian shopping value of showrooming as a push effect, the experiential shopping value of webrooming as a pull effect and the showrooming lock-in as mooring effect. Using structural equation model based on 276 sample data, we identified that the utilitarian shopping value of showrooming and the experiential shopping value of webrooming have a positive effect on the intention of webrooming, and that the showrooming mooring had a negative effect on the intention of webrooming.

• Information Systems Review
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• v.16 no.3
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• pp.135-160
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• 2014

Most Social Network Service (SNS) provide online chat, video and file sharing, blogging and others. Because of this advantage, people depend on SNS to communicate with others. However, recently SNS encourage people to reveal too much information broadly so SNS users are concerned about privacy invasion and data spill. They also feel fatigue in process of touching people they don't know while using SNSs. That is the reason why they attempt to switch from opened SNS to Closed SNS. Therefore, the purpose of this study is to empirically investigate and analyze the effect of the factors on the SNS users' switching behavior when using SNS. To accomplish this purpose, this research adopted "Push-Pull-Mooring (PPM)" framework. The PPM is proposed by population geologist, who used it to explain the incentives of demographic migration. Following PPM model, this research empirically examines the three categories of antecedents for SNS switching intention toward closed SNS: push (i.e., weak connection, privacy concern, relative complexity), pull (i.e., enjoyment, belongingness, peer influence), mooring (i.e., SNS fatigue, user resistance) factors. The survey was conducted for 285 users on SNS communities in Korea. The results of this study are as follows; First, wear connection and privacy concern are significantly related to SNS switching intention. Second, enjoyment and belongingness are significantly related to SNS switching intention. Finally, the results show that SNS fatigue has a moderating effect on the links between push factors and SNS switching Intention. Also, user resistance has a moderating effect on the links between pull factors and SNS switching Intention. These findings contribute to the SNS literature both theoretically and practically.

• Information Systems Review
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• v.21 no.4
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• pp.99-123
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• 2019

The software industry is a high value-added industry in the knowledge information age, and its importance is growing as it not only plays a key role in knowledge creation and utilization, but also secures global competitiveness. Among various SW available in today's business environment, Open Source Software(OSS) is rapidly expanding its activity area by not only leading software development, but also integrating with new information technology. Therefore, the purpose of this research is to empirically examine and analyze the effect of factors on the switching behavior to OSS. To accomplish the study's purpose, we suggest the research model based on "Push-Pull-Mooring" framework. This study empirically examines the two categories of antecedents for switching behavior toward OSS. The survey was conducted to employees at various firms that already switched OSS. A total of 268 responses were collected and analyzed by using the structural equational modeling. The results of this study are as follows; first, continuous maintenance cost, vender dependency, functional indifference, and SW resource inefficiency are significantly related to switch to OSS. Second, network-oriented support, testability and strategic flexibility are significantly related to switch to OSS. Finally, the results show that willingness to secures SW competitiveness has a moderating effect on the relationships between push factors and pull factor with exception of improved knowledge, and switch to OSS. The results of this study will contribute to fields related to OSS both theoretically and practically.

• Journal of Industrial Convergence
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• v.20 no.12
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• pp.11-25
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• 2022

In this study, we want to verify the factors that affect the intention to switch to a supply chain management information system applied with blockchain. To this end, variable selection and research model were constructed through the review of previous studies, and empirical analysis was conducted using the TOE framework and PPM model. The effects of Push and Pull factors on the intention to switch to the block chain system and the moderating effect through the switching cost which is a Mooring factor, were verified. The hypothesis was verified using a structural equation model using a sample of 320 response data by conducting a questionnaire survey on small and medium-sized enterprises located in Korea. As a result of the study, social influence, which is a push factor, and management's will to innovate, which is a Pull factor, had a significant effect on switching intention. And the moderating effect between the groups with high and low switching cost recognition was confirmed. This study is significant in that it presents the concept and research direction of SCBM (supply chain & blockchain management) that can enhance the competitiveness of a company through the implementation of a blockchain-based supply chain management information system.

• Journal of Intelligence and Information Systems
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• v.22 no.1
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• pp.19-41
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• 2016

Recently, the proliferation of mobile devices such as smartphones and tablet personal computers and the development of information communication technologies (ICT) have led to a big trend of a shift from single-channel shopping to multi-channel shopping. With the emergence of a "smart" group of consumers who want to shop in more reasonable and convenient ways, the boundaries apparently dividing online and offline shopping have collapsed and blurred more than ever before. Thus, there is now fierce competition between online and offline channels. Ever since the emergence of online shopping, a major type of multi-channel shopping has been "showrooming," where consumers visit offline stores to examine products before buying them online. However, because of the growing use of smart devices and the counterattack of offline retailers represented by omni-channel marketing strategies, one of the latest huge trends of shopping is "webrooming," where consumers visit online stores to examine products before buying them offline. This has become a threat to online retailers. In this situation, although it is very important to examine the influencing factors for switching from online shopping to webrooming, most prior studies have mainly focused on a single- or multi-channel shopping pattern. Therefore, this study thoroughly investigated the influencing factors on customers switching from online shopping to webrooming in terms of both the "search" and "purchase" processes through the application of a push-pull-mooring (PPM) framework. In order to test the research model, 280 individual samples were gathered from undergraduate and graduate students who had actual experience with webrooming. The results of the structural equation model (SEM) test revealed that the "pull" effect is strongest on the webrooming intention rather than the "push" or "mooring" effects. This proves a significant relationship between "attractiveness of webrooming" and "webrooming intention." In addition, the results showed that both the "perceived risk of online search" and "perceived risk of online purchase" significantly affect "distrust of online shopping." Similarly, both "perceived benefit of multi-channel search" and "perceived benefit of offline purchase" were found to have significant effects on "attractiveness of webrooming" were also found. Furthermore, the results indicated that "online purchase habit" is the only influencing factor that leads to "online shopping lock-in." The theoretical implications of the study are as follows. First, by examining the multi-channel shopping phenomenon from the perspective of "shopping switching" from online shopping to webrooming, this study complements the limits of the "channel switching" perspective, represented by multi-channel freeriding studies that merely focused on customers' channel switching behaviors from one to another. While extant studies with a channel switching perspective have focused on only one type of multi-channel shopping, where consumers just move from one particular channel to different channels, a study with a shopping switching perspective has the advantage of comprehensively investigating how consumers choose and navigate among diverse types of single- or multi-channel shopping alternatives. In this study, only limited shopping switching behavior from online shopping to webrooming was examined; however, the results should explain various phenomena in a more comprehensive manner from the perspective of shopping switching. Second, this study extends the scope of application of the push-pull-mooring framework, which is quite commonly used in marketing research to explain consumers' product switching behaviors. Through the application of this framework, it is hoped that more diverse shopping switching behaviors can be examined in future research. This study can serve a stepping stone for future studies. One of the most important practical implications of the study is that it may help single- and multi-channel retailers develop more specific customer strategies by revealing the influencing factors of webrooming intention from online shopping. For example, online single-channel retailers can ease the distrust of online shopping to prevent consumers from churning by reducing the perceived risk in terms of online search and purchase. On the other hand, offline retailers can develop specific strategies to increase the attractiveness of webrooming by letting customers perceive the benefits of multi-channel search or offline purchase. Although this study focused only on customers switching from online shopping to webrooming, the results can be expanded to various types of shopping switching behaviors embedded in single- and multi-channel shopping environments, such as showrooming and mobile shopping.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.201-223
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• 2024

This study undertook an empirical analysis to examine the impact of various factors on entrepreneurial intention among young people, with a particular focus on the role of startup mentoring. Employing a survey distributed nationwide, data from 250 valid respondents were subjected to structural equation modeling to investigate these dynamics. The analysis uncovered that workplace stress, subjective norms, and perceived behavioral control positively influence the entrepreneurial intentions of youth. Meanwhile, technological constraints negatively affected these intentions. The study did not explore the potential effects of future uncertainty and the burden of failure. Significantly, it was found that startup mentoring plays a crucial role in mitigating the negative impacts that may deter young individuals from pursuing entrepreneurship. Mentoring was instrumental in reducing negative influences, thereby fostering a more conducive environment for entrepreneurial ambition. By integrating the Push-Pull-Mooring (PPM) and Theory of Planned Behavior (TPB) models, this research not only validates these frameworks within the context of youth entrepreneurship but also underscores the essential function of startup mentoring in enhancing entrepreneurial intentions. The insights from this study highlight the importance of mentoring programs in nurturing the entrepreneurial spirit among the youth, suggesting that targeted mentoring support can play a pivotal role in overcoming barriers to entrepreneurship.