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Abstract More and more service providers offer both offline and online services to consumers simultaneously, but customers are preferable to use offline services rather than online services. Aiming at the phenomenon, this paper focuses on exploiting the factors that influence customers’ usage transfer behavioral intention from offline to online services that are similar to each other. Considering the factors from offline and online context concurrently, and drawing on the valence framework and the research related to habit and innovativeness, we propose our research model. Choosing bank services as research object, our study reveals that innovativeness in new technology, relative benefit, and habit have significant effect on intention to usage transfer. Moreover, our findings indicate that Internet experience and online banking service experience moderate the relationships among the model.
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Received: 25 July 2011
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2013, Vol. 10 
