Modeling Switching Intention of Mobile Payment Service in the Moderation of Usage Inertia and IT Self-Efficacy: Implications for User Education

Built upon the push-pull mooring framework, the research model of this study examines the switching intention of mobile payment service. This research fills current knowledge gaps in the literature by examining (1) personal characteristics that have been relatively understudied for clarifying switching intention, (2) a dual role of usage inertia that serves as not only a mediator but also a moderator, and (3) the moderation of self-efficacy on mooring factors (switching cost and perceived economic value). Statistical analyses based on the field survey data across three industries (manufacturing, banking, and traditional servicing industries) in Taiwan were conducted. This study applies multiple methods to test its empirical data, including confirmatory factor analysis, moderated hierarchical regression analysis, the ULMC approach, and the technique of bootstrapping. The analytical results show (1) switching intention is directly influenced by anxiety on compatibility, usage inertia, and personal innovativeness; (2) switching intention is indirectly influenced by switching cost and perceived economic value through the mediation of usage inertia; (3) usage inertia negatively moderates the relationship between personal innovativeness and switching intention; and (4) IT self-efficacy negatively moderates the relationship between switching cost and usage inertia. Finally, this study discusses theoretical and practical implications based on the results.