Understanding users' switching behavior of hypermarket marketing methods: An empirical study from the perspective of push-pull-mooring framework

1The retail industry is changing as the latest concepts of retail stores came out. (Diallo et al., 2015), and the sort of retail store also become more extensively diversified (Shi et al., 2018). This diversification is a result of demand heterogeneity from diverse consumer groups (González-Benito et al., 2007).The selection of retail channels is one of the important decisions which consumers make when they purchase a product or service. How to select a retail channel involves the information searching of the product, evaluation of alternatives, and making a purchasing decision regarding the product (Ansari, Mela, & Neslin, 2008). Therefore, consumers will have complex purchasing behavior when selecting retail channels in order to consider the availability of various retail channels. Consumers may finish all purchase-related activities with one stop shopping or through multiple retail channels. This study makes analysis based on push-pull-mooring theory. People can understand the crucial factors which customers change their intentions in the retail industry from the perspective of push, pull, and mooring theory. This study is analyzed through spss 22 and smart PLS3.0, then it comes out the result of analysis that the payment risk will affect the intention conversion positively, costs conversion will influence intention conversion negatively, and Corporate Social Responsibility will also effect intention conversion negatively.