• Journal of Digital Convergence
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• v.20 no.2
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• pp.91-105
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• 2022

Most of the preceding studies related to Internet Primary banks are studies on laws, regulations, and expected effects of introduction, and studies on financial consumers' intention to switch to financial services are insufficient. Apply to the PPM(Push-Pull-Mooring)theory to find out the factors that influence financial consumers' intention to switch services from commercial banks to Internet Primary banks. A survey was conducted service users, 1st-order and 2nd-order factor analysis were performed using Smart PLS 3.0. As a result, it was confirmed that the Pull, Push and Mooring had a positive (+) effect on the Intention to Switch, and the Mooring, which is a moderating variable, did not have a moderating effect on the Intention to Switch of the Push and the Pull. The scope of application of the PPM theory, which was used in the service conversion research, was extended to Fintech services, and it can provide various practical useful implications, such as the strategy and spread of Internet Primary banks, and it will be used in various studies to study consumer attitudes.

• Journal of Digital Convergence
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• v.16 no.2
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• pp.157-167
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• 2018

Internet only banking has been spreading rapidly since it was first introduced in Korea since 2017, but issues regarding its limitations continuously are rising. In this research, consumers' intention to switch have been empirically demonstrated toward the internet banking by applying the PPM theory. To achieve a purpose of the research, survey targeting total 132 person who have experiences of using KaKaobank have been implemented by using Smart PLS 3.0. In conclusion, it has been verified that the push and full effect have a positive effect on the consumers' intention to switch main bank and the degree of usage of KaKaobank have significantly influences on relation between mooring factor and consumers' intention to switch main bank. Through this study, the scope of the PPM theory applied in previous researches regarding consumer's service transition shall be extended to Fintech service and practically it provides implications for establishing a strategy to enter the Internet only bank market.

• Journal of Internet of Things and Convergence
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• v.10 no.6
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• pp.87-94
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• 2024

This study aims to identify the factors influencing the intention to switch to ChatGPT, which has emerged as a powerful alternative to traditional learning tools and internet searches, using the Push-Pull-Mooring (PPM) framework to establish a research model. The push factors include the limitations of traditional lecture environments and the lack of immediate feedback, while the pull factors are ease of access and the provision of personalized learning experiences. Social influence was selected as a mooring factor and set as a moderating variable to examine its effect on the intention to switch. A survey was conducted among university students in Chungcheongnam-do, and the data were analyzed using SPSS 27 and SmartPLS 4.0. The results revealed that push factors (limitations of traditional lecture environments), pull factors (ease of access and personalized learning experiences), and mooring factors (social influence) significantly affect the intention to switch. Notably, the moderating effect of social influence was significant only for ease of access, reflecting the decision-making characteristics of Generation Z university students. This study is expected to provide important insights into the utilization and development of innovative learning tools and the formulation of educational strategies through the analysis of ChatGPT switching intentions.