Research on the willingness of Chinese mobile payment APP users to continue to use from the perspective of status quo bias
DOI:
https://doi.org/10.61173/xwkrm515Keywords:
mobile payment APP, users’ willingness, brand attachment, status quo bias, S-O-R modelAbstract
Based on the status quo bias, explore the impact of brand attachment on the continuous use of mobile payment platform users. Introducing the S-O-R model, which takes sunk costs and conversion costs as stimuli, ultimately affecting users’ willingness to continue using through brand attachment. Conduct a questionnaire survey and conduct empirical analysis. Finally, it was found that sunk costs and conversion costs positively affect brand attachment, and brand attachment positively affects user willingness to use
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