Empirical Study on the Factors Affecting User Switching Behavior of Online Learning Platform Based on Push-Pull-Mooring Theory

Online learning is gaining popularity, but users can easily find alternatives and switch between platforms. Reducing switching behavior a critical condition for the sustainable development of an online platform; therefore, it necessary to investigate influence factors different platforms retain enhance competitiveness enterprises. Push-Pull-Mooring (PPM) theory adopted construct structural equation model customer on explore mechanism user The tested with data collected from 313 users. results show that information overload dissatisfaction, as push factors, significantly affect behavior. Functional value network externality pull positively behavior, cost, affective commitment mooring negatively correlate Further, this study also revealed there are obvious influencing Overall, provides some practical strategies platform help them gain competitive advantage.