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ABSTRACT
Consumer switching behaviors are influenced by the word-of-mouth (WOM) phenomenon, yet our knowledge on the relationship between WOM and mobile payment application switching behaviors is rather limited. This paper examines how the valence and targets of WOM influence mobile payment application switching behaviors. Drawing on social influence theory and gender-related works, we examined whether the strength of the paths between WOM and switching behaviors differs across genders. The model was tested using a large-scale survey of 3,785 valid responses. The empirical results suggest that perceived alternative attractiveness and trust bridge the relationship between WOM and switching behaviors. Further, the effects of positive and negative WOM on perceived alternative attractiveness appear greater for females than for males.
Keywords: Switching behaviors; Word-of-mouth; Trust; Alternative attractiveness
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1.Introduction
The widespread and increasing usage of mobile payment service-a phrase used to describe making payments for bills, goods, and services through wireless devices-has significantly challenged the dominating role of paperbased currency in customer transactions. Notwithstanding, the core mechanism of different mobile payment applications is homogeneous and the customer turnover rate of such applications is surprisingly high (Acker & Murthy, 2020; Wang, Luo, Yang, & Qiao, 2019), making user retention an essential issue for the success of mobile payment platforms.
Previous studies on technology switching behaviors have largely focused on user attitudes toward incumbent or alternative services (Cheng, Fu, & Yin, 2017; Li & Cheng, 2014; Zhang, Ge, Gou, & Chen, 2018). Many pioneering studies have identified dissatisfaction with incumbent services (Tang & Chen, 2020; Wang, Lin, & Liu, 2021), perceived attractiveness of alternative services (Han, Hwang, Lee, & Kim, 2019; Kim, Park, Park, Kim, & Kimc, 2018), perceived switching costs (Kummitha, 2018; Lai & Wang, 2015; Shin & Kim, 2008), low efficiency (Li & Ku, 2018), technology difference (Kamolsook, Badir, & Frank, 2019), and fatigue with incumbent services (Sun et al., 2017) as significant predictors of user switching behaviors. Besides user attitudes towards multiple mobile payment platforms, studies have found that social influence plays a vital role in determining technology switching (Lv, Zhang, & Li, 2021; Verhagen, Nauta, & Feldberg, 2013). Users typically share the pros and cons of mobile payment applications through interpersonal communications. Mobile payment users may switch to the platforms that...