Multiple User Switching Intention of Simple Payment Service (SPS): Focusing on Korean Generation Z

Abstract

Purpose - Previous research on SPS (Simple Payment Service) includes studies focusing on the intention to adopt or to continue use. Therefore, there is a limitation in explaining the motivation of multiple users among Generation Z that have already adopted SPS. This study focuses on examining the factors affecting the switching intention of multiple users among Generation Z from one SPS to another based on the PPM (push, pull and mooring) model. Design/Methodology/Approach - This study applied the PPM model to explain the switching intention of multiple users. A total of 235 university students in their 20s with experience using two or more simple payment services were collected and analyzed. Findings - All three factors of the PPM model were found to have a statistically significant effect on switching intention. That is, intention to switch to other SPS was high, even though the consumers habitually used it or were reluctant to change. Research Implications - SPS providers need an effective PPM strategy to retain customers by providing benefits in terms of ease of use, versatility (online and offline payment), and price to prevent deviation from the service. It is also important to ensure the relative advantage and reliability of the service, and to implement favorable marketing tailored to the 20s.