The Influence of Information Searching Behavior, Perceived Benefits of Information Search, and Alternative Attractiveness on Switching Intentions of Marketplace Users in Indonesia and Individualism Level as a Moderator


Authors : Reza Fahlevi; Mas Wahyu Wibowo

Volume/Issue : Volume 8 - 2023, Issue 2 - February

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3lOBoha

DOI : https://doi.org/10.5281/zenodo.7652797

This research develops the behavior of consumers' switching intentions for marketplace applications using the PPM framework. The independent variables are: (1) information searching behavior; (2) perceived benefits of information searching; and (3) alternative attractiveness, while the dependent variable is switching intentions, with individualism level as the moderating variable. The target population in this research is consumers who have more than one marketplace application, with a sample size of 200 respondents. The analysis technique used is SEM-PLS, with the following research results: (1) Information searching behavior has a positive and significant effect on switching intention; (2) perceived benefits of information search have no positive and significant effect on switching intention; (3) alternative attractiveness has a positive and significant effect on switching intention; (4) individualism level does not moderate the relationship between information searching behavior and the consumer’s switching intention; (5) the individualism level does not moderate the relationship between the benefits of information search and the consumer's switching intention; (6) individualism level moderates the relationship between the alternative attractiveness and the consumer's switching intention.

Keywords : Push-pull-mooring, Switching intention, Marketplace, Indonesia.

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