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Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework

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  • Jung, Jishim
  • Han, Heesup
  • Oh, Mihae

Abstract

We tested the applicability of the push-pull-mooring (PPM) migration theory to travelers' airline selection in order to clarify their switching behavior. Based on the extensive review of the literature and open-ended survey, we identified the constituents of four push, three pull, and four mooring factors. A field survey was conducted at an international airport in South Korea, and a total of 529 complete responses were used for data analysis. Our results showed that the PPM model comprising the second-order factor structure provided an acceptable representation of the observed variables in a comparison with the first-order construct model. Results of the structural analysis also indicated that all PPM categories directly affected switching intention. In addition, mooring dimension had a significant moderating effect on the relationship between pull category and switching intention. However, no moderating effect of mooring factor on the relationship between push factor and switching intention was found.

Suggested Citation

  • Jung, Jishim & Han, Heesup & Oh, Mihae, 2017. "Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework," Tourism Management, Elsevier, vol. 59(C), pages 139-153.
    • Handle: RePEc:eee:touman:v:59:y:2017:i:c:p:139-153
    DOI: 10.1016/j.tourman.2016.07.018
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