Spillover effects from web to mobile payment services The role of relevant schema and schematic fit

Purpose Drawing from the spillover effect literature, the purpose of this paper is to investigate the spillover effect in consumers' web-mobile payment extension behavior. The authors figure out two categories of factors associated with the spillover effect: relevant schema and schematic fit. Cognitive trust and emotional trust in web payment are used to capture relevant schema, while perceived similarity and perceived business tie are proposed to denote schematic fit in the web-mobile payment extension context. Design/methodology/approach An online survey (n =552) was conducted to empirically test the model. The data were analyzed by structural equation modeling approach. Findings The results show that relevant schema and schematic fit factors positively influence perceived value of mobile payment (MP), which facilitates consumers' behavioral intention of MP. Originality/value This study contributes to the extant literature by theoretically identifying the key factors of the spillover effect and empirically investigating its role during the web-mobile service extension process.