Trends and Trajectories: Mapping the Evolution of Consumer Switching Intentions through the Push-Pull Mooring Framework

Geetha Krishnan; Naga Venkata Raghuram

doi:10.48161/qaj.v3n4a230

Authors

Geetha Krishnan VIT Business School, VIT University, Tamil Nadu, India
Naga Venkata Raghuram VIT Business School, VIT University, Tamil Nadu, India

DOI:

https://doi.org/10.48161/qaj.v3n4a230

Keywords:

Switching intention, Push-Pull Mooring framework, Bibliometric analysis, Publication trends, Cluster analysis

Abstract

This study aims to provide valuable insights into publication trends and potential future research directions in the field of consumer switching intentions within the context of the Push-Pull Mooring (PPM) framework. Employing a theoretical framework rooted in the PPM model, the research conducts a comprehensive bibliometric analysis and utilizes Latent Dirichlet Allocation (LDA) for topic modeling on a dataset of 201 documents from the Scopus database spanning from 2005 to June 2023. The study examines publication patterns, influential authors, countries, and journals, and employs keyword co-occurrence analysis to uncover research themes and perform cluster analysis. The findings reveal changing publication trends, highlight prominent contributors, and provide insights into the research landscape. Additionally, the study applies LDA to identify ten major research themes within this domain. The implications of this research include identifying gaps in the existing literature and emphasizing the need for further investigation, concluding with recommendations for future studies to advance the understanding of consumer switching intention within the PPM framework.

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