A Study Of User Switching Intention Towards Mobile Payment

With the rapid development of mobile commerce, as well as the emergence and popularity of increasing O2O (Online to Offline) services, mobile payment has been accepted. In this context, more and more companies join the competition in mobile payment. Mobile payment widely around the world has become a consensus and users are faced with increasingly diverse selections. Users are often not satisfied with their current mobile payment. So it is necessary to study users’ switching behavior.The research before pays more attention to the users’ acceptance of mobile payment, rather than studying the transfer behavior of users. This research with the migration theory in population geography, as well as Push-Pull-Mooring framework, and the introduction of mobile service quality, switching costs, utilitarian value, network externalities, personal innovativeness, trust and switching intention 7 research variables, based on structural equation modeling analysis of 168 mobile payment users, detects the factors affecting the user switching intention and the relationships between the factors.Results show that efficiency and fulfillment of mobile service quality have a negative effect on switching intention; convenience and assortment of utilitarian value, as well as network externalities have a positive impact on switching intention; procedural and financial switching costs have a negative impact on switching intention; personal innovativeness and trust both have some of the moderator. Finally, on this basis, the study puts forward the development strategies respectively for the first-mover and after market entrants.