Understanding medical consumers' intentions to switch from cash payment to medical mobile payment: A perspective of technology migration

摘要

Medical mobile payment (MMP) applications (apps) enable medical consumers to pay medical bills via their smartphones at any time and from anywhere in a more convenient and cost-effective manner. However, since previous studies have only focused on the influence of general consumer aspects, they are insufficient to fully explain users' MMP behaviors. This study develops a push-pull-mooring (PPM) framework to interpret medical consumers' switching behavior. A field survey was executed in Taiwan to collect data from medical consumers. The results of 1020 valid questionnaires revealed that low satisfaction, perceived risk, social influence, relative advantage, compatibility, trialability, and image have positive influences on switching intention; on the other hand, sunk costs, inertia, and switching costs negatively influence consumers' switching intention. The results provide useful insights that not only help service providers choose an appropriate promotion strategy but also enable smartphone manufacturers, bankers, and medical institution managers to develop and appropriate their future marketing and administrative strategies.