Understanding switching behavior of TV consumers

Abstract

This study explores the applicability of three theories (migration, continuance and adoption) on one model (Push Pull Mooring model (PPM)) to form a theoretical framework for understanding consumers’ service provider switching intentions in the TV industry. Survey data from 267 subscribers of Pay-Tv was used to examine the usefulness of the (PPM) migration model in predicting switching behavior. A two-step approach of structural equation modelling and Logistic regression was used to analyze the collected data. Both switching and continuance behavior were studied and findings show that mooring and pull effects influence the switching intentions of Pay TV subscribers while only pull effects were found to influence the actual switching behavior. We also found that all the five pull effects (perceived usefulness, perceived ease of use, perceived compatibility, perceived playfulness, and perceived enjoyment) were statistically significant and positively influenced switching intentions. In addition, we found that the PPM model better explains switching behavior rather than continuance behavior

although we also noted that, all three factors (push, pull and mooring effects) were statistically significant for continuance behavior, yet only the push and mooring effects were statistically significant for continuance intentions. We discussed four theoretical implications for academia and two practical implications for Pay TV service providers, as well as the limitations of this work.