Factors Influence Students’ Switching Behavior to Online Learning under COVID-19 Pandemic: A Push–Pull–Mooring Model Perspective

Many educational institutions have adopted e-learning under COVID-19 pandemic to maintain school teaching activities. Most teachers were encouraged to use online instruction in early February 2020. Thus, whether online learning changes students’ learning habits and replaces traditional physical teaching methods, online learning has become a keen topic. Based on the push–pull–mooring model, we proposed a comprehensive research model and explored the impact of online learning during COVID-19 pandemic on students’ attitude and behavioral intention. We found that push effects (perceived security risk, learning convenience, and service quality), pull effects (usefulness, ease of use, teacher’s teaching attitude, task-technology fit), and mooring effects (switching cost, habit) had significantly influence the switching intentions of users from physical course to online learning platforms. The findings of this study will bring more insights into e-learning during an epidemic crisis.