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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.
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Received: 07 November 2017
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