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This study aims to develop an extended Push-Pull-Mooring (PPM) model to understand better short video platform (SVP) users’ switching intention. A structural equation model was employed to examine the research model based on 441 valid responses from combined online and an offline survey questionnaire. The causal model was validated using SmartPLS 3.0, and all study hypotheses were supported. The results show that push effects (system quality dissatisfaction, information quality dissatisfaction, service quality dissatisfaction, and perceived overload), pull effects (attractiveness of alternatives, perceived usefulness, and perceived entertainment), mooring effects (switching cost, social influence, and inertia) all significantly influence SVP users’ switching intention. Furthermore, we discovered that the moderating role of the mooring factors was found in the relationship between push and switching intention. However, it was not found in the relationship between pull and switching intention. The findings should assist SVP providers in understanding the SVP users switching intention to another platform and develop associated theories, services, and regulations. The present study extends previous research on the SVP by providing PPM as the general model and demonstrating its efficacy in explaining user switching intention.
