Swipe to Switch: Understanding Consumer Migration from TikTok Shop to Shopee Using the PPM Framework (Study on TikTok Shop Social Commerce Users in Kuningan Regency)

Abstract

This study examined the influence of push and pull factors on switching intention from TikTok Shop social commerce to Shopee e-commerce, with mooring factors as a moderating variable, among users in Kuningan Regency, Indonesia. A causal quantitative approach was employed using questionnaire data from 150 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrated that push factors — reflecting dissatisfaction with TikTok Shop's service quality and shopping experience — positively and significantly influenced switching intention. Similarly, pull factors — representing the perceived attractiveness of Shopee's service offerings and features — also positively and significantly influenced switching intention. However, mooring factors were not proven to have moderated the influence of either push or pull factors on switching intention, suggesting that habitual attachment and switching costs did not meaningfully constrain users' tendency to switch platforms in this context. Overall, these findings indicated that service-related dissatisfaction and the appeal of alternative platforms were the primary drivers of platform switching behavior, while psychological and situational anchors played a limited moderating role.