Price Discount and Price Dispersion in Online Market: Do More Firms Still Lead to More Competition?

Abstract

Push-Pull-Mooring framework is adopted to identify the antecedents affecting users' switching intention from Internet payment to mobile payment. Using the data obtained from 264 valid respondents, the results show that both the mooring factors (perceived switching cost and personal innovativeness) and pull factors (relative advantages of substitute information technology and critical mass) are direct antecedents affecting customer switching behavior. In addition, mooring factors could moderate the relationship between push factors (dissatisfaction on system quality and dissatisfaction on service quality) as well as pull factors and customer switching intention. Managerial implications of findings were provided to payment service providers for maintaining incumbent customers and attracting potential customers.