“Di cư” đến các nhà cung cấp dịch vụ mới: Hướng tới một khung lý thuyết thống nhất về hành vi chuyển đổi của người tiêu dùng

Springer Science and Business Media LLC - Tập 33 - Trang 96-115 - 2005
Harvir S. Bansal1, Shirley F. Taylor2, Yannik St. James2
1Wilfrid Laurier University, Waterloo, Canada
2Queen's University, Kingston, Canada

Tóm tắt

Bài báo này khám phá khả năng áp dụng một mô hình di cư từ tài liệu địa lý nhân văn như một khung lý thuyết thống nhất để hiểu hành vi chuyển đổi giữa các nhà cung cấp dịch vụ của người tiêu dùng. Dữ liệu khảo sát từ khoảng 700 người tiêu dùng được sử dụng để kiểm tra tính hữu ích của mô hình di cư push, pull và moorings (PPM). Mô hình di cư PPM hoạt động tốt hơn so với một mô hình thay thế; cả ba loại yếu tố trước di chuyển (di cư)—yếu tố đẩy, kéo và neo lại—đều có tác động trực tiếp đáng kể, và một số yếu tố điều chỉnh đến ý định chuyển đổi.

Từ khóa

#di cư #chuyển đổi dịch vụ #hành vi người tiêu dùng #mô hình di cư PPM #yếu tố đẩy và kéo

Tài liệu tham khảo

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