臺灣博碩士論文加值系統

「推力、拉力、繫住力模式(Push-Pull-Mooring Model, PPM)」可以用來解釋人們對居住地轉換行為之影響因素。過去已有一些研究將PPM模式成功引入到消費者行為的研究上，但運用在旅遊轉換意圖與行為的研究尚不多見。節慶旅遊是一種新興的旅遊方式，也是觀光旅遊相關研究上新興的研究焦點。本研究運用「推力、拉力、繫住力模式」來探討節慶旅遊、旅遊型態之轉換意圖與節慶旅遊行為之間的關係。在研究方法上，本研究採用滾雪球抽樣來蒐集樣本。本研究以彌陀區虱目魚文化節為研究場域，共蒐集到496份有效問卷。資料分析模式包括：敘述性統計、項目分析、信度分析、相關分析、驗證性因素分析(Confirmatory factor analysis, CFA)、區別效度(discriminant validity)分析、線性結構方程模式(Structural equation modeling, SEM)、調節效果分析、變異數分析(ANOVA)等。實證結果顯示，推力、拉力、繫住力效果會正向影響「轉換為參與節慶活動之意圖」，「轉換為參與節慶活動之意圖」會進而正向影響節慶旅遊行為。其中，本研究將繫住力效果定義為地方依戀，繫住力效果會調節(moderate)推力效果與「轉換為參與節慶活動之意圖」之間的關係，也會調節拉力效果與「轉換為參與節慶活動之意圖」之間的關係。本研究所有的假說都獲得支持。在人口統計變數中，性別、年齡、婚姻、平均月收入、喜愛旅遊地在轉換為參與節慶活動之意圖上有顯著差異。年齡、喜愛旅遊地在節慶旅遊行為上有顯著差異。因此透過本研究的實證，將有助於台灣觀光產業發展節慶旅遊上的實質參考。本研究的實務貢獻在於釐清旅遊者轉換節慶旅遊意圖之影響因素及節慶旅遊行為之內涵。而旅遊管理當局當思考如何將地方產業特色的節慶活動與觀光旅遊相結合，讓原本會想進行其他旅遊型態的旅遊者，能夠轉換旅遊意圖進行節慶旅遊，為台灣帶來實質的觀光經濟效益與地方經濟發展。

Push-Pull-Mooring Model, It can be used to explain theinfluencing factors of people's behavior of residence change. In the past, some studies have successfully introduced the PPM model to the study of consumer behavior, but few studies have applied it to tourism conversion intentions and behaviors. Festival tourism is a rising new tourism method, and it’s a rising new research focus in tourism-related research as well. This study uses the "PPM model" to explore the relationship between festival tourism, the intention of changing tourism trends, and festival tourism behavior. In terms of research methods, this study used snowball sampling to collect samples. This study took the Milkfish Cultural Festival in Mituo District as the research field, and collected 496 valid questionnaires. Data analysis modes include: descriptive statistics, project analysis, reliability analysis, correlation analysis, confirmatory factor analysis, discriminant validity, structural equation modeling, adjustment effect analysis and analysis of variance. The empirical results show that the effects of PPM model will positively affect the "intention to participate in festival activities", and "intention to participate in festival activities"will positively affect the tourism behavior of festivals. Which the mooring effect will moderate the relationship between the push effect and the "intention to participate in festival activities", and the relationship between the pull effect and the "intention to participate in festival activities”. All hypotheses in this study are supported. Among the demographic variables, gender, age, marriage, average monthly income, and preferred travel destination were significantly different in intention to switch to participating in festivals. Age and favorite tourist destination have significant differences in festival tourism behavior. Hence, through the empirical evidence of this study, it will be helpful for the actual reference of festival tourism in the development of Taiwan's tourism industry.The biggest practical contribution of this study is to clarify the influencing factors of tourists' switching of festival tourism intention and the connotation of festival tourism behavior.The tourism management authority should think about how to combine festival activities with local industrial characteristics with sightseeing tourism, so that tourists who would like to travel other types of tourism can change their travel intentions for festival tourism and bring substantial tourism economic benefits to Taiwan and local economic development.

中文摘要 i
英文摘要 iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 xi
一、緒論 1
1.1　研究動機 1
1.2　研究之重要性與目的 3
1.3　研究流程 5
二、文獻探討 7
2.1　節慶活動 7
2.2　節慶觀光 9
2.3　計畫行為理論 11
2.4　地方依戀 13
2.5　推力、拉力、繫住力模式 15
2.6　推力、拉力、繫住力模式應用於消費者轉換行為的研究 17
三、研究方法 19
3.1　觀念性架構 19
3.2　研究假說推導 21
3.3　變數操作性定義與衡量 24
3.4　研究資料與樣本蒐集 30
3.5　統計分析模式 34
四、實證分析結果 40
4.1　敘述統計分析與相關分析 40
4.2　排序分析 43
4.3　驗證性因素分析 51
4.4　線性結構方程模式之檢定與估計 53
4.5　理論模式之因果路徑分析 55
4.6　直接效果、間接效果與總效果分析 57
4.7　繫住力的干擾效果分析 58
4.8　t檢定與變異數分析 61
五、結論與建議 79
5.1　研究結論 79
5.2　學術貢獻 81
5.3　實務貢獻 83
5.4　後續研究建議 84
參考文獻 85
附錄：研究問卷 96

Ajzen, I. (1985). From intentions to action: A theory of planned behaviour. In Kuhl, J., & Beckmann, J. (Eds.), Action-Control: From Cognition to Behaviour. (pp.11–39). Heidelberg: Springer–Verlag.
Ajzen, I. (1989). Attitude structure and behavior. In Breckler, S. J., & Greenwald, A. G. (Eds.), Attitude Structure and Function (pp. 241-274). Hillsdale, NJ: Lawrence Erlbaum.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665–683.
Ajzen, I. & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. NJ: Prentice Hall.
Ajzen, I. & Madden, T.J. (1986). Prediction of goal directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22, 453–474.
Allen, J., O’Toole, W., Harris, R., & McDonnell, I. (2008). Festival and special event management (4th ed.). Sydney: John Wiley and Sons.
Anderson, J.C. & Gerbing, D.W. (1998). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Armbrecht, J., Lundberg, E., Andersson, T.D., & Mykletun, R.J. (2020). 20 Years of Nordic event and festival research: a review and future research agenda. Scandinavian Journal of Hospitality and Tourism, 21(1), 49–59.
Baccarell, C.V., Wagner, T.F., Kietzmann, J.H., & McCarthy, I.P. (2018). Social media? It's serious! Understanding the dark side of social media. European Management Journal, 36(4), 431–438.
Bagozzi, R.P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
Balakrishnan, V. (2014). Using social networks to enhance teaching and learning experiences in higher learning institutions. Innovations in Education and Teaching International, 51(6), 595–606.
Baloglu, S. & McCleary, K.W. (1999) A model of destination image formation. Annals of Tourism Research, 26, 868–897.
Bansal, H.S., Irving, P.G., & Taylor, S.F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250.
Bansal, H.S., Taylor, S.F., & James, Y.S. (2005). “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115.
Bansal, P. & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management Journal, 43(4), 717–736.
Beerli, A. & Martin, J.D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657–681.
Bentler, P.M. & Wu, E.J.C. (1993). EQS/Windows user’s guide. Los Angeles: BMDP Statistical Software.
Birgit, L. (2001). Image segmentation: The case of a tourism destination. Journal of Service Marketing, 15(1), 49–66.
Bollen, K.A. (1989). Structural Equation with Latent Variables. New York, NY: Wiley.
Boulding, K.E. (1956). The Image: Knowledge in life and society. Ann Arbor, Mich: The University of Michigan Press.
Bourdieu, P. (1984). Distinction: A Social Critique of the Judgment of Taste. Cambridge, Mass: Harvard University Press.
Bricker, K.S. & Kerstetter, D.L. (2000). Level of specialization and place attachment: An exploratory study of whitewater recreationists. Leisure Sciences, 22(4), 233–257.
Brown, G. & Raymond, C. (2007). The relationship between place attachment and landscape values: Toward mapping place attachment. Applied Geography, 27, 89–111.
Ceylan, D., Cizel, B., & Karakas, H. (2021). Destination image perception patterns of tourist typologies. International Journal of Tourism Research, 23(3), 401–416.
Chang, I.C., Liu, C.C., & Chen, K. (2014). The push, pull and mooring effects in virtual migration for social networking sites. Information Systems Journal, 24(4), 323–346.
Chang, J. (2006). Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan. Tourism Management, 27(6), 1224–1234.
Chang, K.C. & Hsieh, T.F. (2017). From having fun to applause: The study of relationships among festival benefits, festival identity and festival support by viewpoints of the hosts and guests. Sustainability, 9(12), 2240.
Chen, C.A. (2014). Suitable festival activities for Taiwan's tourism and nation branding with the application of the PR AHP program. Asia Pacific Journal of Tourism Research, 19(12), 1381–1398.
Chen, Y.C., King, B., & Lee, H.W. (2018). Experiencing the destination brand: Behavioral intentions of arts festival tourists. Journal of Destination Marketing & Management, 10, 61-67.
Cheng, T.M. & Chen, M.T. (2014). Image Transformation for Mazu Pilgrimage and Festival Tourism. Asia Pacific Journal of Tourism Research, 19(5), 538–557.
Chiu, H.C., Hsieh, Y.C., Roan, J., Tseng, K.J., & Hsieh, J.K. (2011). The challenge for multichannel services: Cross- channel free-riding behavior. Electronic Commerce Research and Applications, 10(2), 268–277.
Choi, K., Kang, H.J., & Kim, C. (2021). Evaluating the efficiency of Korean festival tourism and its determinants on efficiency change: Parametric and non-parametric approaches. Tourism Management, 86, 104348.
Churchill, G.A., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.
Clark, D.E. & Knapp, T.A. (1996). Personal and location-specific characteristics and elderly interstate migration. Growth and Change, 27(3), 327–352.
Collier, J.E. & Bienstock, C.C. (2006) Measuring service quality in e-retailing. Journal of Service Research, 8, 260–275.
Cresswell, T. (2004). Place: A Short Introduction. Oxford: Blackwell Press.
Crompton, J.L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon the image. Journal of Travel Research, 17(4), 18–24.
Fakeye, P. C. & Crompton, J. L. (1991). Image differences between prospective, firsttime, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10–16.
Falassi, A. (1987). Festival: Definition and morphology. In: Falassi, A., Ed., Time out of Time, University of New Mexico Press, Albuquerque.
Fang, Y.H. & Tang, K. (2017). Involuntary migration in cyberspaces: The case of MSN messenger discontinuation. Telematics and Informatics, 34(1), 177–193.
Fishbein, M. & Ajzen, I. (1975). Beliefs, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. Ma: Addison-Wesley.
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
Fu, J.R. (2011). Understanding career commitment of IT professionals: Perspectives of push-pull-mooring framework and investment model. International Journal of Information Management, 31(3), 279–293.
Fuller, C.M., Biros, D.P., Burgoon, J., & Nunamaker, J. (2013). An examination and validation of linguistic constructs for studying high-stakes deception. Group Decision and Negotiation, 22(1), 117–134.
Getz, D. & Page, S.J. (2016). Progress and prospects for event tourism research. Tourism Management, 52, 593–631.
Getz, D. (1991). Festivals, Special Events and Tourism. New York, NY: Van Nostrand Rheinhold.
Getz, D. (2005). Event management and event tourism (2nd ed.). New York: Cognizant.
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403–428.
Goldblatt, J.J. (2002). Special event: twenty-first century global event management (3th ed.), John Wiley & Sons Inc, New York.
Gursoy, D., Kim, K., & Uysal, M. (2004). Perceived impacts of festivals and special events by organizers: An extension and validation. Tourism Management, 25(2), 171–181.
Han, H. & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29, 659–668.
Han, H., Hsu, L.T., & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31, 325–334.
Hidalgo, M.C. & Hernandez, B. (2001). Place attachment: Conceptual and empirical questions. Journal of Environmental Psychology, 21,273–281.
Horng, J.S., Hu, M.L.M., Teng, C.C., Hsiao, H.L., Tsai, C.Y., & Liu, C.H. (2014). How the introduction of concepts of energy saving and carbon reduction (ESCR) can affect festival visitors' behavioural intentions: an investigation using a structural model. Sustainable Tourism, 22(8), 1216–1235.
Hou, A.C.Y., Chern, C.C., Chen, H.G., & Chen, Y.C. (2011). 'Migrating to a new virtual world': Exploring MMORPG switching through human migration theory. Computers in Human Behavior, 27(5), 1892–1903.
Hsieh, J.K., Hsieh, Y.C., Chiu, H.C., & Feng, Y.C. (2012). Post-adoption switching behavior for online service substitutes: A perspective of the push–pull–mooring framework. Computers in Human Behavior, 28, 1912–1920.
Hunt, J.D. (1975). Image as a factor in Tourism Development. Journal of Travel Research, 13: 1-7.
Jackson. (1997). Marketing Special Event Fit in the 21st Centur. Sagamore.
Jang, S.C. & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62, 451–460.
Jap, S.D. & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of Marketing Research, 37(2), 227–246.
Johnson, J.A. (1999). Strategic integration in industrial distribution channels: Managing the interfirm relationship as a strategic asset. Journal of the Academy of Marketing Science, 27(1), 4–18.
Jung, J., Han, H., & Oh, M. (2017). Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework. Tourism Management, 59, 139–153.
Keaveney, S.M. & Parthasarathy, M. (2001). Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors. Journal of the Academy of Marketing Science, 29(4), 374–390.
Kim, A.J. & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kuo, N.T., Cheng, Y.S., Chang, K.C., & Hu, S.M. (2021). How social capital affects support intention: The mediating role of place identity. Journal of Hospitality and Tourism Management, 46, 40–49.
Kwiatkowski, G. Oklevik, O., Hjalager, A.M., & Maristuen, H. (2020). The assemblers of rural festivals: organizers, visitors and locals. European Planning Studies, 28(2), 255–272.
Lai, J.Y. & Wang, J. (2015). Switching attitudes of Taiwanese middle-aged and elderly patients toward cloud healthcare services: An exploratory study. Technological Forecasting and Social Change, 92, 155–167.
Lai, J.Y., Debbarma, S., & Ulhas, K.R. (2012). An empirical study of consumer switching behaviour towards mobile shopping: A push-pull-mooring model. International Journal of Mobile Communications, 10(4), 386–404.
Laing, J. (2018). Festival and event tourism research: Current and future perspectives. Tourism Management Perspectives, 25, 165–168.
Lee, E.S. (1966). A theory of migration. Demography, 3, 47–57.
Lee, J.S., Lee, C.K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685–696.
Lee, T.H. & Chang, P.S. (2017). Examining the relationships among festivalscape, experiences, and identity: evidence from two Taiwanese aboriginal festivals. Leisure Studies, 36(4), 453–467.
Lee, T.H. & Jan, F.H. (2020). How does involvement affect attendees' aboriginal tourism image? Evidence from aboriginal festivals in Taiwan. Current Issues in Tourism. DOI10.1080/13683500.2020.1832969.
Lee, T.H., Fu, C.J. & Chang, P.S. (2015). The support of attendees for tourism development: Evidence from religious festivals, Taiwan. Tourism Geographies, 17(2), 223–243.
Lee, T.H., Jan, F.H., & Lin, Y.H. (2021). How authentic experience affects traditional religious tourism development evidence from the Dajia Mazu Pilgrimage, Taiwan. Journal of Travel Research, 60(5), 1140–1157.
Lee, Y.K. (2016). Impact of government policy and environment quality on visitor loyalty to Taiwan music festivals: Moderating effects of revisit reason and occupation type. Tourism Management, 53, 187–196.
Lewicka, M. (2005). Ways to make people active: Role of place attachment, cultural capital and neighborhood ties. Journal of Environmental Psychology, 4, 381–395.
Lin, C.L. & Chang, K.C. (2020). Establishing the service evaluation and selection system for emerging culture festival events using the hybrid MCDM technique. Current Issues in Tourism, 23(18), 2240–2272.
Lin, T.C. & Huang, S.L. (2014). Understanding the determinants of consumers' switching intentions in a Standards War. International Journal of Electronic Commerce, 19(1), 163–189.
Longino Jr., C.F. (1992). "The Forest and the Trees: Micro-Level Considerations in the Study of Geographic Mobility in Old Age" in Elderly Migration and Population Redistribution, London: Bellhaven, 23–34.
Loureiro, S.M.C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1–9.
Low, S.M. & Altman, I. (1992). Place attachment: A conceptual inquiry. Human Behavior & Environment: Advances in Theory & Research, 12, 1–12.
MacKenzie, S.B. & Spreng, R.A. (1992). How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of Consumer Research, 18(4), 519–529.
Magdalena Jimenez-Barrionuevo, M., Garcia-Morales, V.J., & Miguel Molina, L. (2011). Validation of an instrument to measure absorptive capacity. Technovation, 31(5-6), 190–202.
Moon, B. (1995). Paradigms in migration research: Exploring 'moorings' as a schema. Progress in Human Geography, 19(4), 504–524.
Moon, K.S., Ko, Y.J., Connaughton, D.P., & Lee, J.H. (2013). A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention. Journal of Sport & Tourism, 18(1), 49–66.
Moore, R.L. & Graefe, A.R. (1994). Attachments to recreation settings: The case of rail-trail users. Leisure Sciences, 16, 17–31.
O'Sullivan, D. & Jackson, M.J. (2002). Festival tourism: A contributor to sustainable local economic development? Journal of Sustainable Tourism, 10(4), 325–342.
Prayag, G., Chen, N., & Del Chiappa, G. (2017). Domestic tourists to Sardinia: motivation, overall attitude, attachment, and behavioural intentions. Anatolia, 1–14.
Prayag, G., Suntikul, W., & Agyeiwaah, E. (2018). Domestic tourists to Elmina Castle, Ghana: motivation, tourism impacts, place attachment, and satisfaction. Journal of Sustainable Tourism, 26(12), 2053–2070.
Quellette, J.A. & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54–74.
Randall, D.M. & Gibson, A.M. (1990). Methodology in business ethics research: A review and critical assessment. Journal of Business Ethics, 9, 457–471.
Ravenstein, E.G. (1885). The laws of migration. Journal of the Royal Statistical Society, 48 167–235.
Riley, R., Baker, D., & Van Doren, C.S. (1998). Movie induced tourism. Annals of Tourism Research, 25(2), 919–935.
Rittichainuwat, N.B., Qu, H., & Brown, T. (2001). The Image of Thailand as an international travel destination. Cornell Hotel and Restaurant Quarterly, 42(2), 82–95.
Scannell, L. & Gifford, R. (2010). The relations between natural and civic place attachment and pro-environmental behavior. Journal of Environmental Psychology, 30(3), 289–297.
Seo, E.J. & Park, J.W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
Sethi, V. & King, W.R. (1994). Development of measures to assess the extent to which an information technology application provides competitive advantage. Management Science, 40(12), 1601–1627.
Shone, A. & Parry, B. (2004). Successful event management: a practical handbook (2nd Ed.). London: Thomson Learning.
Sonmez, S.F. & Graefe, A.R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research, 37(4), 171–177.
Staw, B.M. (1981). The escalation of commitment to a course of action. Academy of Management Review, 6(4), 577–587.
Steenkamp, J.M. & Baumgartner, H. (1998). Assessing measurement invariance in cross- national consumer research. Journal of Consumer Research, 25(1), 78–90.
Stepchenkova, S. & Mills, J.E. (2010). Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19 (6), 575–609.
Stylidis, D., Woosnam, K.M., Ivkov, M., & Kim, S.S. (2020). Destination loyalty explained through place attachment, destination familiarity and destination image. International Journal of Tourism Research, 22(5), 604–616.
Taylor, S. & Todd, P.A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144–176.
Terry, D.J. & O'Leary, J.E. (1995). The theory of planned behaviour: The effects of perceived behavioural control and self-efficacy. British Journal of Social Psychology, 34(2), 199–220.
Tess, P.A. (2013). The role of social media in higher education classes (real and virtual) – a literature review. Computers in Human Behaviour, 29(5), 60–68.
Theobald, W.F. (1995). Global Tourism: The next decade. London Butterworth-Heinemann.
William, F.T. (1997). Global tourism: The next decade. London: Butterworth-Heinemann.
Williams, D.R. & Vaske, J.J. (2003). The measurement of place attachment: validity and generalizability of a psychometric approach. Forest Science, 49(6), 830–840.
Wilson, J., Arshed, N., Shaw, E., & Pret, T. (2017). Expanding the domain of festival research: A review and research agenda. International Journal of Management Reviews, 19(2), 195–213.
Woodside, A.G. & Lysonski, S. (1989). A general model of traveler destination choice. Journal of Travel Research. 17(4), 8–14.
Wu, K., Vassileva, J., & Zhao, Y. (2017). Understanding users' intention to switch personal cloud storage services: Evidence from the Chinese market. Computers in Human Behavior, 68, 300–314.
Xu, Y., Yang, Y., Cheng, Z., & Lim, J. (2014). Retaining and attracting users in social networking services: An empirical investigation of cyber migration. The Journal of Strategic Information Systems, 23(3), 239–253.
Yoo, B. (2002). Cross-group comparisons: A cautionary note. Psychology & Marketing, 19(4), 357–368.
Zhang, H., Lu, Y., Gupta, S., Zhao, L., Chen, A., & Huang, H. (2014). Understanding the antecedents of customer loyalty in the Chinese mobile service industry: A push-pull-mooring framework. International Journal of Mobile Communications, 12(6), 551–577.
Zhang, K.Z.K., Cheung, C.M.K., & Lee, M.K.O. (2012). Online services switching behavior: The case of blog service providers. Journal of Electronic Commerce Research, 13(3), 184–197.