Customers’ Housing-Switching Behavior in Chongqing, China: A Conceptual Framework from the Perspective of Pull-push Mooring Theory

Abstract

A myriad of research has been carried out to explain customers’ buying intention and
motivation. Taking a new approach this study has applied the pull-push mooring theory to
explain buying intention in context of Chongqing China Real Estate market especially on
customers’ housing-switching behavior. The purpose of this study is to examine the mediating
role of perceived security risk on customers’ housing-switching behavior with a theoretical
approach. It sets forth a conceptual framework that seeks to link systematically the push
motivation, pull motivation, perceived security risk and switching intention.