跨渠道环境下用户习惯的双重作用：移动支付实证研究

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.