Examining e-commerce user’s switching intention through an extended push-pull-mooring model

Purpose – This study investigates the determinants of Indonesian e-commerce users’ intention toward productive digital behavior using the push–pull–mooring (PPM) model. It further integrates the Homo Islamicus perspec¬tive, the Technology Acceptance Model (TAM), and the marketing mix to pro¬vide a more comprehensive explanation of this behavioral transition.Methodology – Primary data were collected from 231 Indonesian e-commerce users through an online survey using purposive sampling method. The eligible respondents were individuals who had actively engaged in online shopping. The proposed model was evaluated using a two-stage Partial Least Squares Structural Equation Modeling (PLS-SEM) approach.Findings – The results indicate that push factors, represented by impulse buy-ing and Homo Islamicus attributes, do not significantly explain the switching intention toward productive digital behavior. In contrast, pull factors, includ¬ing perceived usefulness, perceived ease of use, attitude toward e-commerce, and the marketing mix, significantly influenced switching intention. Mooring factors, including risk propensity, tolerance of ambiguity, and perceived educa¬tional support, also positively influenced switching intention.Implications – Encouraging productive digital behavior requires more than just reducing consumptive tendencies. Policymakers and e-commerce platform providers should strengthen digital entrepreneurship education, mentoring, and risk management support to enhance users’ readiness for productive digital activities.Originality – Previous e-commerce studies have primarily focused on pur¬chase intention, online shopping adoption and impulse buying. This study extends the PPM model by explaining users’ switching intention from con¬sump¬tive to productive digital behavior in the Indonesian e-commerce ecosys-tem.