Knowledge sharing platform users’ switching intention from the perspective of the push-pull-mooring framework

This study investigates user switching intentions on knowledge sharing platforms (KSPs) in China using an extended push-pull-mooring (PPM) framework. It aims to identify factors influencing users’ decisions to retain or switch KSPs, providing insights for user retention strategies. A structural equation model was employed, using 330 valid responses from an online survey. The findings reveal that push effects (dissatisfaction, privacy concern, perceived overload), pull effects (attractiveness of alternatives, information need, social need, and entertainment need), and mooring effects (switching cost, media attachment) significantly influence KSP users’ switching intentions. Mooring effects moderate the relationship between push effects and switching intention, but not between pull effects and switching intention. Personal innovativeness positively impacts switching intention. These findings help KSP providers understand users’ switching intentions and formulate relevant theories, services, and regulations.