Title: Understanding the dual role of habit in cross-channel context: an empirical analysis of mobile payment

Authors: Yingying Hu; Ling Zhao; Sumeet Gupta; Xiuhong He

Addresses: School of Management, Huazhong University of Science and Technology, #1037 Luoyu Road, Hongshan District, Wuhan City 430074, China ' School of Management, Huazhong University of Science and Technology, #1037 Luoyu Road, Hongshan District, Wuhan City 430074, China ' Department of Operations and Systems, Indian Institute of Management, Raipur 492051, India ' School of Management, Wuhan Textile University, #1 Sunshine Avenue, Jiangxia District, Wuhan City 430074, China

Abstract: Taking mobile payment services as example, this study develops a model to examine how consumers' habit of using internet services affects their evaluation and extension intention of mobile channel based on trust transfer mechanism and status quo bias theory. The results of our study reveal that internet payment habit has two opposite influences on consumers' mobile payment use intention in the cross-channel context, which are demonstrated as push and pull mechanisms, and the two mechanisms play different roles in different stages of consumers' channel extension process. Moreover, the two promotion strategies, namely direct promotion and indirect promotion, are also examined to compare and contrast their effects on consumers' extension intention of mobile payment.

Keywords: mobile payment; cross-channel context; habit; trust transfer mechanism; status quo bias theory; promotion strategies.

DOI: 10.1504/IJMC.2021.117388

International Journal of Mobile Communications, 2021 Vol.19 No.5, pp.627 - 657

Accepted: 24 Jun 2020
Published online: 03 Sep 2021 *

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