Switch or continue to use? An empirical investigation into mobile payment applications

Monica Law, Mark Ng and Yuk-Kwan Sarah Lai

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 2, 163-185

Abstract: Using a push-pull mooring framework, this study investigates the diverse factors that influence users’ intention to switch and continue using mobile payment applications (apps). A survey comprising 180 respondents based in Hong Kong was conducted. The results demonstrate that users’ intention to switch is influenced by their dissatisfaction with system quality, perceived benefits, and social influence. Conversely, their intention to continue using their current mobile payment apps is associated with inertia. Furthermore, users who have used their current mobile payment app for three years or more comprise an active switching group, whereas those in the high-income group show the highest inertia and willingness to continue using it. These findings enrich the push-pull mooring framework by incorporating switching and continued use intentions, thus providing a more comprehensive understanding of the impact of social influence and other factors on user behaviors. Furthermore, this study provides insights into the impact of user characteristics on mobile payment app usage, which can benefit application providers in developing tailored promotions, referrals, and retention campaigns to meet the needs and expectations of different user groups.

Date: 2024
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DOI: 10.1080/21639159.2023.2264304

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