Consumers' switching intention towards E-commerce platforms' store-to-store pickup services: The application of the extended PPM model

The knowledge of the preference of innovative service consumers is crucial for e-commerce platforms to boost profit, gain a competitive advantage, and achieve remarkable growth. In this research, the consumer's viewpoint was applied. Furthermore, the extended Push-Pull-Mooring (PPM) model was integrated into the multi-attribute decision-making (MADM) approach to investigate the elements impacting the consumers' attempt of shifting to the store-to-store pickup service developed by e-commerce platforms. Besides, the development of the DecisionMaking Trial and Evaluation Laboratory (DEMATEL) was for the investigation into the reciprocal effects of evaluation dimensions and factors and the development of an influential network relation map (NRM). The DEMATEL-based Analytic Network Process (DANP) was used to calculate the influential weights of these dimensions and factors. It could be seen from the NRM that the first dimension that required improvement and adjustment ought to begin with a push and subsequently a pull, mooring, switching intentions, and inertia. The influential weights from the DANP highlighted inertia as the most impactful dimension, with mooring coming in second. Meanwhile, push held the lowest significance. The next discussion focuses on the theoretical, managerial and practical implications.