Factors affecting the intention to switch to other brands in social commerce: variety seeking and push-pull-mooring theory

Purpose This study aims to investigate the factors influencing customers’ variety-seeking behavior and brand-switching intentions within social commerce (SC) environments using the push-pull-mooring (PPM) framework. Design/methodology/approach This research used and combined variety-seeking and PPM theory to create a model that explains brand-switching behavior in SC. A total of 579 responses were collected from active SC users to validate the proposed model. Findings Research indicates that deal proneness, alternative attractiveness, satiation, impulsiveness and adventurous shopping significantly influence variety-seeking behavior, predicting brand-switching intentions in SC. However, the effects of personalized advertising, negative experiences and social values were rejected. Originality/value Using the PPM framework, this research offers a comprehensive approach to variety-seeking behaviors and brand switching in social commerce. It shifts the focus from purchase motives to motivations for switching, emphasizing personal factors like satiation and impulsivity, as well as external influences such as perceived quality and monetary incentives. This study also notes the limited impact of social value and personalized advertising, contributing valuable insights into user behavior in social commerce.