Abstract: Although in real life, most catering customers have the fusion behavior of multi-loyalty and new restaurant seeking, most of the existing literatures regard customer multi-loyalty and variety seeking as two independent behaviors, and pay little attention to the phenomenon of the fusion behavior. Based on the PPM model of population migration, this study attempts to construct and verify the integrated model of driving factors of fusion behavior. The results show that, compared with the direct effect model of fusion behavior, PPM model has a better goodness of fit; the pull factors composed of multiple categories of stores, high attractiveness of substitutes and low switching cost have a significant positive impact on fusion behavior; the mooring factors composed of individual characteristics such as high exploration tendency, low sense of financial constraint and low health concept have a significant positive impact on fusion behavior. Among all the factors, the mooring effect is the most important, followed by the pull effect, and the push effect has no influence. This study constructs the “push-pull-mooring” effect model of catering customer fusion behavior, verifies the applicability of PPM model, and demonstrates the action mechanism and action size of various factors. It provides a unified framework and systematic explanation for the driving factors and individual differences of catering customer fusion behavior.

Key words: customer multi-loyalty, new restaurant seeking, variety seeking, fusion behavior, PPM model