管理学报
  May. 21, 2025
Home |  About Journal  |  Editorial Board  |  Instruction  |  Subscriptions  |  Advertisement  |  Contacts Us  |  Chinese
Chinese Journal of Management
Current Issue| Next Issue| Archive| Adv Search |
Understanding the Dual Role of Habit in Cross-Channel Context:A Dynamic Perspective
HU Yingying,ZHAO Ling,FAN Si
Huazhong University of Science and Technology, Wuhan, China

Download: PDF (1806 KB)   HTML (1 KB) 
Export: BibTeX | EndNote (RIS)      
Abstract  Based on trust transfer theory and status quo bias theory,this paper takes consumers’ extension from Internet payment to mobile payment services as example and empirically investigates the dual effects of habits and how they change dynamically during consumers’ channel extension process. Moreover, this paper also investigates the influence of different promotion strategies on consumers’ channel extension behavior. Results of questionnaire-based survey indicate that consumers’ incumbent channel habit concurrently generates two opposing effects on their channel extension behavior, which are positive push mechanism and negative pull mechanism. And these two mechanisms change dynamically in different stages of consumers’ channel extension process. In the early stage, only pull mechanism exists. In the middle stage, only push mechanism exists. In the late stage, push mechanism exists and the original assumed negative pull mechanism of habit also turns into ‘positive effects’. In addition, direct promotion strategy always works during channel extension process while indirect promotion strategy only works in the late stage of channel extension process.
Key wordschannel extension      habit      trust transfer      status quo bias      promotion strategies     
Received: 07 November 2017     
Service
E-mail this article
Add to my bookshelf
Add to citation manager
E-mail Alert
RSS
Articles by authors
Cite this article:   
URL:  
http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2018/V15/I4/598
Copyright  ©  CHINESE JOURNAL OF MANAGEMENT
Support by Beijing Magtech Co.ltd   support@magtech.com.cn