跨渠道环境下用户习惯的双重作用：移动支付实证研究.docxVIP

中国科技论文在线 Understanding the Dual Role of Habit in Cross-channel Context: An Empirical Analysis of Mobile Payment 5 HU Yingying, ZHAO Ling (Management School, Huazhong University of Science and Technology, Wuhan 430074) Abstract: With the rapidly development of mobile payment, a growing number of Internet payment service providers are expanding their business to the mobile context. Considering the perceived high risk of mobile payment, it is critical for those electronic payment service providers to change their users habit of using Internet payment services and encourage them to extend their usage to the mobile channel. Based on trust transfer mechanism and status quo bias theory, this study built a model and employed a questionnaire survey to examine how consumers’ Internet payment habit affects their intention of extending from online channel to mobile channel. Empirical results showed that Internet payment habit has opposite influences on users’ mobile payment adoption, which are demonstrated as push and pull mechanisms in this research. Moreover, two promotion strategies, direct promotion and indirect promotion, are also examined to contrast their moderating effects on the two mechanisms. Key words: Mobile payment; Habit; Trust transfer; Status quo bias; Cross-channel context; Promotion strategies 20 0 Introduction The speedy development in wireless and mobile communication technologies and along with the widespread use of smartphone and other mobile devices (i.e., iPad), pave the way for the extension from e-commerce to m-commerce. Many innovational companies who engaged in providing Internet services (i.e., Internet instant message services, Internet shopping websites, Internet games, Internet search services etc.) have gradually developed the corresponding mobile applications to embrace the wave of mobile commerce. So as the Internet payment services providers. Table 1 summarizes the major mobile payment services provided or to be provided in China and corres