Research on the willingness of Chinese mobile payment APP users to continue to use from the perspective of status quo bias

Abstract

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