Factors Influence Switching Intention to M-payment Using Push-Pull-Mooring Framework During the Coronavirus Pandemic in Malaysia
Abstract
Cash and debit/credit card payments have been used for many years and have
become customary for everyday payment transactions. However, the coronavirus pandemic
has changed consumers’ buying behaviour as well as their payment behaviour. Besides, the
governments, shops and restaurants are encouraging consumers to use cashless payment
systems or m-payment to keep social distance and stop the spread of the virus. Owing to this,
this study aimed to examine the factors influencing the Malaysians’ switching intention to mpayment
during the coronavirus pandemic. Using the Push-Pull-Mooring framework, this
study examined the effect of perceived lack of security, the relative advantage of substitution,
ease of use, habit and self-efficacy as the factors influencing Malaysian consumers’ intention
to switch to m-payment. The data were collected using the convenience and snowballing
sampling technique. Respondents were invited through social network sites and email. Through
the online survey, 226 usable data were successfully collected for analysis using the structural
equation modelling (SEM) technique. The results show that perceived lack of security, ease of
use, habit and self-efficacy have a significant impact on Malaysian m-payment switching
intention. Notably, the relative advantage of substitution was found no significant impact
attract them switching to m-payment. The results of this study contribute valuable insight to
practitioners on the motivation and disincentives for Malaysians to switch intention to mpayment,
as well as the impact of individual factors. From the perspective of theoretical
implication, this study fills in the literature gap and enhances the understanding of m-payment
switching intention in the context of Malaysia.
References
Afandi, M. A., & Muta’ali, A. (2019). Will traditional bank’s customers switch to FinTech
lending? Proceedings of the 2019 11th International Conference on Information
Management and Engineering, 38–43. https://doi.org/10.1145/3373744.3373752
Bedué, P., Cetto, A., Klier, J., & Klier, M. (2018). Customers’ intention to switch to mobile
self-service technologies. 26th European Conference on Information Systems: Beyond
Digitization - Facets of Socio-Technical Change, ECIS 2018.
BusinessWire. (2020). Malaysia top mobile payment service providers 2020 and their reaction
to the COVID-19 crisis - BigPay Malaysia, Boost Holdings, GrabPay, Samsung Pay,
Touch ’n Go. Business Wire.
https://www.businesswire.com/news/home/20201120005603/en/Malaysia-Top-Mobile-
Payment-Service-Providers-2020-and-their-Reaction-to-the-COVID-19-Crisis---BigPay-
Malaysia-Boost-Holdings-GrabPay-Samsung-Pay-Touch-n-Go---
ResearchAndMarkets.com
Chang, H. H., Wong, K. H., & Li, S. Y. (2017). Applying push-pull-mooring to investigate
channel switching behaviors: M-shopping self-efficacy and switching costs as
moderators. Electronic Commerce Research and Applications, 24(March), 50–67.
https://doi.org/10.1016/j.elerap.2017.06.002
Chang, Y. S., & Yang, C. (2013). Why do we blog? From the perspectives of technology
acceptance and media choice factors. Behaviour and Information Technology, 32(4), 371–
386. https://doi.org/10.1080/0144929X.2012.656326
Chen, Y. H., & Keng, C. J. (2019). Utilizing the Push-Pull-Mooring-Habit framework to
explore users’ intention to switch from offline to online real-person English learning
platform. Internet Research. https://doi.org/10.1108/IntR-09-2017-0343
Cheng, S., Lee, S.-J., & Choi, B. (2019). An empirical investigation of users’ voluntary
switching intention for mobile personal cloud storage services based on the push-pullmooring
framework. Computers in Human Behavior, 92, 198–215.
Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 4, No. 3, 639-657, 2022
http://myjms.mohe.gov.my/index.php/ajrbm
655
Copyright © 2022 ASIAN SCHOLARS NETWORK - All rights reserved
https://doi.org/10.1016/j.chb.2018.10.035
Chuang, Y. F. (2011). Pull-and-suck effects in Taiwan mobile phone subscribers switching
intentions. Telecommunications Policy, 35(2), 128–140.
https://doi.org/10.1016/j.telpol.2010.12.003
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the EUCS
Instrument. MIS Quarterly, 18(4), 453–461.
E-commerce payments trends: Malaysia. (2019). https://www.jpmorgan.com/merchantservices/
insights/reports/malaysia
Fan, J., Shao, M., Li, Y., & Huang, X. (2018). Understanding users’ attitude toward mobile
payment use. Industrial Management & Data Systems, 118(3), 524–540.
https://doi.org/10.1108/IMDS-06-2017-0268
Fan, L., Zhang, X., Rai, L., & Du, Y. (2021). Mobile payment: The next frontier of payment
systems? - An empirical study based on Push-Pull-Mooring framework. Journal of
Theoretical and Applied Electronic Commerce Research, 16(2), 155–169.
https://doi.org/10.4067/S0718-18762021000200111
Fan, X., Thompson, B., & Wang, L. (1999). Effects of sample size, estimation methods, and
model specification on structural equation modeling fit indexes. Structural Equation
Modeling, 6(1), 56–83. https://doi.org/10.1080/10705519909540119
Fischer, M., Wömmel, A., Reith, R., & Lis, B. (2017). A generation comparison of mobile
payment acceptance factors: An empirical investigation. Proceedings of the 25th
European Conference on Information Systems, ECIS 2017, 2017, 2395–2412.
Gartner. (2020). Payment acceptance will never be the same after the COVID-19 pandemic.
https://www.gartner.com/doc/reprints?id=1-
24F031AA&ct=201021&st=sb&utm_campaign=2020-12 Gartner Reprint - Payment
Acceptance Post-COVID-
19&utm_medium=email&_hsmi=101544127&_hsenc=p2ANqtz-
_urftYiB8F9zwLHyDY8gPdVTtx-D6TqxYxJkKyvhoOoKlEhBot15tTyTS_
JWc2THrsx
Gomes, V. (2020). Digital Payments: MCO a turning point for cashless transactions in
Malaysia. The Edge Malaysia. https://www.theedgemarkets.com/article/digitalpayments-
mco-turning-point-cashless-transactions-malaysia
Handayani, P. W., Nurahmawati, R. A., Pinem, A. A., & Azzahro, F. (2020). Switching
intention from traditional to online groceries using the moderating effect of gender in
Indonesia. Journal of Food Products Marketing, 26(6), 1–15.
https://doi.org/10.1080/10454446.2020.1792023
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant
validity in variance-based structural equation modeling. Journal of the Academy of
Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hou, A. C. Y., Chern, C. C., Chen, H. G., & Chen, Y. C. (2011). “Migrating to a new virtual
world”: Exploring MMORPG switching through human migration theory. Computers in
Human Behavior, 27(5), 1892–1903. https://doi.org/10.1016/j.chb.2011.04.013
Hsieh, J. K., Hsieh, Y. C., Chiu, H. C., & Feng, Y. C. (2012). Post-adoption switching behavior
for online service substitutes: A perspective of the push-pull-mooring framework.
Computers in Human Behavior. https://doi.org/10.1016/j.chb.2012.05.010
Inf, J. (2020). Factors analysis influencing the switching intention of Chinese mobile games
based on Push-Pull-Mooring Model. 27(October), 49–68.
https://doi.org/10.21219/jitam.2020.27.5.049
Khalilah, N. S., & Indrawati. (2020). Analyzing factors influencing continuance intention of epayment
adoption using modified UTAUT2 model on Sakuku application. The
International Journal of Business & Management, 8(1), 264–272.
Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 4, No. 3, 639-657, 2022
http://myjms.mohe.gov.my/index.php/ajrbm
656
Copyright © 2022 ASIAN SCHOLARS NETWORK - All rights reserved
https://doi.org/10.24940/theijbm/2020/v8/i1/bm2001-065
Kuo, R.-Z. (2020). Why do people switch mobile payment service platforms? An empirical
study in Taiwan. Technology in Society, 62, 101312.
https://doi.org/10.1016/j.techsoc.2020.101312
Lai, J. Y., Debbarma, S., & Ulhas, K. R. (2012). An empirical study of consumer switching
behaviour towards mobile shopping: A Push-Pull-Mooring model. International Journal
of Mobile Communications. https://doi.org/10.1504/IJMC.2012.048137
Lassar, W. M., Manolis, C., & Lassar, S. S. (2005). The relationship between consumer
innovativeness, personal characteristics, and online banking adoption. International
Journal of Bank Marketing. https://doi.org/10.1108/02652320510584403
Lin, C., & Wang, H. (2017). Understanding users’ switching intentions and switching behavior
on social networking sites. Aslib Journal of Information Management, 69(2).
https://doi.org/10.1108/AJIM-08-2016-0127
Loh, X.-M., Lee, V.-H., Tan, G. W.-H., Ooi, K.-B., & Dwivedi, Y. K. (2020). Switching from
cash to mobile payment: What’s the hold-up? Internet Research, 31(1), 376–399.
https://doi.org/10.1108/INTR-04-2020-0175
Lu, H. P., & Wung, Y. S. (2020). Applying transaction cost theory and push-pull-mooring
model to investigate mobile payment switching behaviors with well-established
traditional financial infrastructure. Journal of Theoretical and Applied Electronic
Commerce Research, 16(2), 1–21. https://doi.org/10.4067/S0718-18762021000200102
MerchantSavvy. (2020). Amazing stats demonstrating the unstoppable rise of mobile payments
globally. https://www.merchantsavvy.co.uk/mobile-payment-stats-trends/
Nizam, F., Hwang, H. J., & Valaei, N. (2018). Measuring the effectiveness of E-Wallet in
Malaysia. In 3rd IEEE/ACIS International Conference on Big Data, Cloud Computing,
and Data Science Engineering. Springer International Publishing.
https://doi.org/10.1007/978-3-319-96803-2_5
PYMNTS.com. (2020). Malaysia promotes cashless ewallet incentive award.
https://www.pymnts.com/news/international/2020/malaysia-promotes-cashless-societywith-
ewallet-incentive-award/
Quoquab, F., Mohammad, J., Yasin, N. M., & Abdullah, N. L. (2018). Antecedents of
switching intention in the mobile telecommunications industry. Asia Pacific Journal of
Marketing and Logistics, 30(4), 1087–1111. https://doi.org/10.1108/APJML-06-2017-
0121
Sun, Y., Liu, D., Chen, S., Wu, X., Shen, X. L., & Zhang, X. (2017). Understanding users’
switching behavior of mobile instant messaging applications: An empirical study from the
perspective of push-pull-mooring framework. Computers in Human Behavior, 75, 727–
738. https://doi.org/10.1016/j.chb.2017.06.014
Teo, A.-C., Tan, G. W.-H., Ooi, K.-B., Hew, T.-S., & Yew, K.-T. (2015). The effects of
convenience and speed in m-payment. Industrial Management & Data Systems, 115(2),
311–331. https://doi.org/10.1108/IMDS-08-2014-0231
The Malaysian Reserve. (2020). 69% Malaysians prefer contactless payments during the
pandemic. https://themalaysianreserve.com/2020/12/31/69-malaysians-prefercontactless-
payments-during-the-pandemic/
Verkijika, S. F. (2020). An affective response model for understanding the acceptance of
mobile payment systems. Electronic Commerce Research and Applications, 39(August
2018), 100905. https://doi.org/10.1016/j.elerap.2019.100905
Wang, L., Luo, X. (Robert), Yang, X., & Qiao, Z. (2019). Easy come or easy go? Empirical
evidence on switching behaviors in mobile payment applications. Information and
Management, 56(7), 103150. https://doi.org/10.1016/j.im.2019.02.005
World Population Review. (n.d.). Kuala Lumpur Population 2021 (Demographics, Maps,
Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 4, No. 3, 639-657, 2022
http://myjms.mohe.gov.my/index.php/ajrbm
657
Copyright ©
lending? Proceedings of the 2019 11th International Conference on Information
Management and Engineering, 38–43. https://doi.org/10.1145/3373744.3373752
Bedué, P., Cetto, A., Klier, J., & Klier, M. (2018). Customers’ intention to switch to mobile
self-service technologies. 26th European Conference on Information Systems: Beyond
Digitization - Facets of Socio-Technical Change, ECIS 2018.
BusinessWire. (2020). Malaysia top mobile payment service providers 2020 and their reaction
to the COVID-19 crisis - BigPay Malaysia, Boost Holdings, GrabPay, Samsung Pay,
Touch ’n Go. Business Wire.
https://www.businesswire.com/news/home/20201120005603/en/Malaysia-Top-Mobile-
Payment-Service-Providers-2020-and-their-Reaction-to-the-COVID-19-Crisis---BigPay-
Malaysia-Boost-Holdings-GrabPay-Samsung-Pay-Touch-n-Go---
ResearchAndMarkets.com
Chang, H. H., Wong, K. H., & Li, S. Y. (2017). Applying push-pull-mooring to investigate
channel switching behaviors: M-shopping self-efficacy and switching costs as
moderators. Electronic Commerce Research and Applications, 24(March), 50–67.
https://doi.org/10.1016/j.elerap.2017.06.002
Chang, Y. S., & Yang, C. (2013). Why do we blog? From the perspectives of technology
acceptance and media choice factors. Behaviour and Information Technology, 32(4), 371–
386. https://doi.org/10.1080/0144929X.2012.656326
Chen, Y. H., & Keng, C. J. (2019). Utilizing the Push-Pull-Mooring-Habit framework to
explore users’ intention to switch from offline to online real-person English learning
platform. Internet Research. https://doi.org/10.1108/IntR-09-2017-0343
Cheng, S., Lee, S.-J., & Choi, B. (2019). An empirical investigation of users’ voluntary
switching intention for mobile personal cloud storage services based on the push-pullmooring
framework. Computers in Human Behavior, 92, 198–215.
Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 4, No. 3, 639-657, 2022
http://myjms.mohe.gov.my/index.php/ajrbm
655
Copyright © 2022 ASIAN SCHOLARS NETWORK - All rights reserved
https://doi.org/10.1016/j.chb.2018.10.035
Chuang, Y. F. (2011). Pull-and-suck effects in Taiwan mobile phone subscribers switching
intentions. Telecommunications Policy, 35(2), 128–140.
https://doi.org/10.1016/j.telpol.2010.12.003
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the EUCS
Instrument. MIS Quarterly, 18(4), 453–461.
E-commerce payments trends: Malaysia. (2019). https://www.jpmorgan.com/merchantservices/
insights/reports/malaysia
Fan, J., Shao, M., Li, Y., & Huang, X. (2018). Understanding users’ attitude toward mobile
payment use. Industrial Management & Data Systems, 118(3), 524–540.
https://doi.org/10.1108/IMDS-06-2017-0268
Fan, L., Zhang, X., Rai, L., & Du, Y. (2021). Mobile payment: The next frontier of payment
systems? - An empirical study based on Push-Pull-Mooring framework. Journal of
Theoretical and Applied Electronic Commerce Research, 16(2), 155–169.
https://doi.org/10.4067/S0718-18762021000200111
Fan, X., Thompson, B., & Wang, L. (1999). Effects of sample size, estimation methods, and
model specification on structural equation modeling fit indexes. Structural Equation
Modeling, 6(1), 56–83. https://doi.org/10.1080/10705519909540119
Fischer, M., Wömmel, A., Reith, R., & Lis, B. (2017). A generation comparison of mobile
payment acceptance factors: An empirical investigation. Proceedings of the 25th
European Conference on Information Systems, ECIS 2017, 2017, 2395–2412.
Gartner. (2020). Payment acceptance will never be the same after the COVID-19 pandemic.
https://www.gartner.com/doc/reprints?id=1-
24F031AA&ct=201021&st=sb&utm_campaign=2020-12 Gartner Reprint - Payment
Acceptance Post-COVID-
19&utm_medium=email&_hsmi=101544127&_hsenc=p2ANqtz-
_urftYiB8F9zwLHyDY8gPdVTtx-D6TqxYxJkKyvhoOoKlEhBot15tTyTS_
JWc2THrsx
Gomes, V. (2020). Digital Payments: MCO a turning point for cashless transactions in
Malaysia. The Edge Malaysia. https://www.theedgemarkets.com/article/digitalpayments-
mco-turning-point-cashless-transactions-malaysia
Handayani, P. W., Nurahmawati, R. A., Pinem, A. A., & Azzahro, F. (2020). Switching
intention from traditional to online groceries using the moderating effect of gender in
Indonesia. Journal of Food Products Marketing, 26(6), 1–15.
https://doi.org/10.1080/10454446.2020.1792023
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant
validity in variance-based structural equation modeling. Journal of the Academy of
Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hou, A. C. Y., Chern, C. C., Chen, H. G., & Chen, Y. C. (2011). “Migrating to a new virtual
world”: Exploring MMORPG switching through human migration theory. Computers in
Human Behavior, 27(5), 1892–1903. https://doi.org/10.1016/j.chb.2011.04.013
Hsieh, J. K., Hsieh, Y. C., Chiu, H. C., & Feng, Y. C. (2012). Post-adoption switching behavior
for online service substitutes: A perspective of the push-pull-mooring framework.
Computers in Human Behavior. https://doi.org/10.1016/j.chb.2012.05.010
Inf, J. (2020). Factors analysis influencing the switching intention of Chinese mobile games
based on Push-Pull-Mooring Model. 27(October), 49–68.
https://doi.org/10.21219/jitam.2020.27.5.049
Khalilah, N. S., & Indrawati. (2020). Analyzing factors influencing continuance intention of epayment
adoption using modified UTAUT2 model on Sakuku application. The
International Journal of Business & Management, 8(1), 264–272.
Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 4, No. 3, 639-657, 2022
http://myjms.mohe.gov.my/index.php/ajrbm
656
Copyright © 2022 ASIAN SCHOLARS NETWORK - All rights reserved
https://doi.org/10.24940/theijbm/2020/v8/i1/bm2001-065
Kuo, R.-Z. (2020). Why do people switch mobile payment service platforms? An empirical
study in Taiwan. Technology in Society, 62, 101312.
https://doi.org/10.1016/j.techsoc.2020.101312
Lai, J. Y., Debbarma, S., & Ulhas, K. R. (2012). An empirical study of consumer switching
behaviour towards mobile shopping: A Push-Pull-Mooring model. International Journal
of Mobile Communications. https://doi.org/10.1504/IJMC.2012.048137
Lassar, W. M., Manolis, C., & Lassar, S. S. (2005). The relationship between consumer
innovativeness, personal characteristics, and online banking adoption. International
Journal of Bank Marketing. https://doi.org/10.1108/02652320510584403
Lin, C., & Wang, H. (2017). Understanding users’ switching intentions and switching behavior
on social networking sites. Aslib Journal of Information Management, 69(2).
https://doi.org/10.1108/AJIM-08-2016-0127
Loh, X.-M., Lee, V.-H., Tan, G. W.-H., Ooi, K.-B., & Dwivedi, Y. K. (2020). Switching from
cash to mobile payment: What’s the hold-up? Internet Research, 31(1), 376–399.
https://doi.org/10.1108/INTR-04-2020-0175
Lu, H. P., & Wung, Y. S. (2020). Applying transaction cost theory and push-pull-mooring
model to investigate mobile payment switching behaviors with well-established
traditional financial infrastructure. Journal of Theoretical and Applied Electronic
Commerce Research, 16(2), 1–21. https://doi.org/10.4067/S0718-18762021000200102
MerchantSavvy. (2020). Amazing stats demonstrating the unstoppable rise of mobile payments
globally. https://www.merchantsavvy.co.uk/mobile-payment-stats-trends/
Nizam, F., Hwang, H. J., & Valaei, N. (2018). Measuring the effectiveness of E-Wallet in
Malaysia. In 3rd IEEE/ACIS International Conference on Big Data, Cloud Computing,
and Data Science Engineering. Springer International Publishing.
https://doi.org/10.1007/978-3-319-96803-2_5
PYMNTS.com. (2020). Malaysia promotes cashless ewallet incentive award.
https://www.pymnts.com/news/international/2020/malaysia-promotes-cashless-societywith-
ewallet-incentive-award/
Quoquab, F., Mohammad, J., Yasin, N. M., & Abdullah, N. L. (2018). Antecedents of
switching intention in the mobile telecommunications industry. Asia Pacific Journal of
Marketing and Logistics, 30(4), 1087–1111. https://doi.org/10.1108/APJML-06-2017-
0121
Sun, Y., Liu, D., Chen, S., Wu, X., Shen, X. L., & Zhang, X. (2017). Understanding users’
switching behavior of mobile instant messaging applications: An empirical study from the
perspective of push-pull-mooring framework. Computers in Human Behavior, 75, 727–
738. https://doi.org/10.1016/j.chb.2017.06.014
Teo, A.-C., Tan, G. W.-H., Ooi, K.-B., Hew, T.-S., & Yew, K.-T. (2015). The effects of
convenience and speed in m-payment. Industrial Management & Data Systems, 115(2),
311–331. https://doi.org/10.1108/IMDS-08-2014-0231
The Malaysian Reserve. (2020). 69% Malaysians prefer contactless payments during the
pandemic. https://themalaysianreserve.com/2020/12/31/69-malaysians-prefercontactless-
payments-during-the-pandemic/
Verkijika, S. F. (2020). An affective response model for understanding the acceptance of
mobile payment systems. Electronic Commerce Research and Applications, 39(August
2018), 100905. https://doi.org/10.1016/j.elerap.2019.100905
Wang, L., Luo, X. (Robert), Yang, X., & Qiao, Z. (2019). Easy come or easy go? Empirical
evidence on switching behaviors in mobile payment applications. Information and
Management, 56(7), 103150. https://doi.org/10.1016/j.im.2019.02.005
World Population Review. (n.d.). Kuala Lumpur Population 2021 (Demographics, Maps,
Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 4, No. 3, 639-657, 2022
http://myjms.mohe.gov.my/index.php/ajrbm
657
Copyright ©
Published
2022-11-01
How to Cite
KIN LEONG, Tang,; RAE, Hooi,; PAULINE, Tang,.
Factors Influence Switching Intention to M-payment Using Push-Pull-Mooring Framework During the Coronavirus Pandemic in Malaysia.
Asian Journal of Research in Business and Management, [S.l.], v. 4, n. 3, p. 639-657, nov. 2022.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/20253>. Date accessed: 24 june 2025.
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