![]() ![]() Eight hierarchical value maps are created according to the association between the components at different levels, suggesting shared and unique values generated from using MPs in conjunction with native apps. ![]() ![]() The interviews generated two lists of attributes, consequences, and values from the coding processes: one for native apps and the other for MPs. 11 in-depth qualitative interviews were conducted with experienced users of native apps and MPs in the tourism and travel context. We employ the means-end theory approach, suggesting a hierarchical representation of attributes, consequences, and values. This study examines the differences between native mobile applications (native apps) and mini programs (MPs) by identifying the attributes and consequences of both types of applications and comparing users’ value perceptions of them. For information system practice, these findings provide new insights for both incumbent providers and newcomers on how to retain existing shoppers as well as attract potential shoppers effectively. This study is among the first theoretical explorations of consumer switching across m-channel touchpoints in the context of mobile commerce. Switching intention also stands as an important precedent of actual behavior. Further, consumer switching intention is influenced by habit and perceived technology control, both of which reflect the mooring effects. The results show that the push effect, specifically, high privacy concern, nudges consumers away from native apps, whereas the pull effects, including relative ease of use, convenience of access and exit and socially-oriented interaction, entice consumers to lightweight apps. The data were collected using a questionnaire survey of 416 WMP consumers and the proposed model was analyzed through structural equation modeling. Drawing on the push-pull-mooring framework, this study aims to identify the key factors influencing consumers' switching related to lightweight apps. native apps and mobile websites), but few researchers have examined why consumers switch from native to lightweight apps. Despite the focus of migration research on traditional m-channel touchpoints (e.g. Lightweight apps such as WeChat mini programs (WMPs) are an emerging mobile channel (m-channel) touchpoint that have gained remarkable popularity among consumers. ![]()
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