跨渠道环境下习惯的双重影响及动态演化机制研究

Understanding the Dual Role of Habit in Cross-Channel Context:A Dynamic Perspective

基于信任转移和现状偏好理论,以消费者从互联网支付到移动支付的渠道扩展行为为例,探究习惯在渠道扩展中的双重影响和动态演化机制,以及不同推广策略对渠道扩展行为的影响。问卷调查结果表明:原渠道习惯通过正向推动机制和负向拉动机制共同影响消费者对新渠道的使用;且在渠道扩展的不同阶段,习惯的作用机制会发生变化。在早期阶段,习惯只产生拉力,不产生推力;在中期阶段,习惯只产生推力,不产生拉力;而在长期阶段,原本的推力作用存在,且原本应该产生负向作用的拉力机制也变成了正向的推动作用。此外,直接推广策略在渠道扩展过程中一直有效,而间接推广策略只在渠道扩展的长期阶段才有效。

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.