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

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.