Easy come or easy go? Empirical evidence on switching behaviors in mobile payment applications

Switching behaviors of mobile payment application received scarce attention. This study investigates the key factors influencing the switching behaviors of mobile payment application through the perspective of the push-pull-mooring framework. Privacy concerns, alternative rewards, and inertia are identified as push, pull, and mooring factors, respectively. The model was tested with 3785 valid responses among Alipay users. Inertia was found to attenuate the relationship between alternative rewards and switching behavior. This study sheds new light on the switching behavior of mobile payment application users. Our findings inform service providers to retain existing users as well as attract potential users.