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

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.