Switching to cloud gaming: A push-pull-mooring perspective

The video game industry has witnessed a switching of gamers from traditional means of gaming to cloud gaming. Understanding the psychological mechanisms underlying such switching behavior at the individual level is important. Drawing on the technology switching literature and the push–pull-mooring (PPM) framework, we proposed a research model explaining the switching intention to cloud gaming services. Using a mixed methods approach, we first drew insights from a qualitative interview study and the technology switching literature to identify antecedents specific to cloud gaming. Then, we developed a research model that consolidates salient push, pull, and mooring factors influencing the switching intention. Using a quantitative survey study, we tested the research model with data collected from 305 gamers. This study contributes to the technology switching literature by contextualizing the PPM framework into cloud gaming services. The findings provide cloud gaming service practitioners with insights into attracting new gamers and retaining existing ones.