Online customers’ habit-inertia nexus as a conditional effect of mobile-service experience: A moderated-mediation and moderated serial-mediation investigation of mobile-service use resistance

Jacques Nel and Christo Boshoff

Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 282-292

Abstract: Retail managers are grappling with the problem to convert online shoppers to mobile shoppers. Therefore, this study investigates how mobile shopping-service experience can lower mobile-service use resistance by disrupting online shoppers’ habit-inertia behavior. The moderation results showed that mobile-service experience (1) using the retailer’s mobile service for product information; (2) buying products using other retailers’ mobile service decreases the positive (but undesirable) influence of habit on online-service inertia. Moderated-mediation and moderated serial-mediation results suggest that the positive indirect effects of online-service use habit on mobile-service use resistance through online-service inertia and mobile-service relative-advantage perceptions decrease as the two moderators increase.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:47:y:2019:i:c:p:282-292

DOI: 10.1016/j.jretconser.2018.12.003

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