IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v35y2025i3p399-420.html

Predicting students’ transfer intention to other universities using the push–pull–mooring model

Author

Listed:
  • Yung-Shen Yen

Abstract

This study aims to explore the factors influencing transfer intention to other universities among undergraduate students by utilizing the push–pull–mooring (PPM) model. Previous studies have applied the PPM model to various services; however, limited research has examined its use in studying the transfer behavior of undergraduate students in higher education institutions. This study surveyed 208 undergraduate students in Taiwan and conducted structural equation modeling (SEM) to test the hypotheses. The results showed that push and pull effects positively affect transfer intention, with the impact of the push effect being greater than that of the pull effect. Moreover, switching costs have a moderating effect, with students who perceived high switching costs having less of an impact on the relationship between push-and-pull effects and transfer intention. This study advanced the extant knowledge on the PPM model in the context of higher education.

Suggested Citation

  • Yung-Shen Yen, 2025. "Predicting students’ transfer intention to other universities using the push–pull–mooring model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(3), pages 399-420, December.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:3:p:399-420
    DOI: 10.1080/08841241.2023.2199693
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2023.2199693
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2023.2199693?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:35:y:2025:i:3:p:399-420. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.