Examining Consumer Switching Behavior towards Digital Payments: A Push-Pull Mooring Perspective

Authors

  • D. Perera Postgraduate Institute of Management, University of Sri Jayewardenapura, Sri Lanka
  • Dr A. Ranasinghe Postgraduate Institute of Management, University of Sri Jayewardenapura

DOI:

https://doi.org/10.31357/ajmm.v5i2.8694

Keywords:

Consumer behavior, switching behavior, digital payments, Push Pull Mooring (PPM) framework, QR (Quick Response) payments

Abstract

Purpose:   This concept paper proposes to examine the switching behavior of consumers from cash to QR payments through the theoretical lens of the ‘Push Pull Mooring’ (PPM) framework.  The paper proposes several predictor variables associated with push, pull and mooring factors and examine the influence of those factors on the switching intention of consumers to switch from cash to QR payments.  Consumers’ perceived inconvenience with cash payments and perceived risk of cash payments are examined as predictor variables associated with push factors, attractiveness of QR payments as a predictor variable associated with pull factors and switching costs and inertia are examined as predictor variables associated with mooring factors.  This paper proposes a novel approach to examine the QR payment adoption in Sri Lanka by focusing on the consumer switching behavior from cash to QR payments based on the PPM framework.  

Design/methodology/approach: Hypothetical deductive approach is proposed for this concept paper under the positivism research paradigm.

Findings:   Not applicable as this is a concept paper.  However, the paper discusses the theoretical and managerial implications.

 

Originality:  This paper proposes the application of the PPM framework to examine the QR payment adoption in Sri Lanka.  By shifting the focus from technology acceptance to behavioral switching, this study offers a novel view of the QR payment adoption in Sri Lanka.

 

Implications:  This is a concept paper.  However, the paper discusses the theoretical and managerial implications.

Author Biography

Dr A. Ranasinghe, Postgraduate Institute of Management, University of Sri Jayewardenapura

Dr. Asanga Ranasinghe is a professional with a breadth of both industry and academic experience for over 30 years with proven leadership success both in Sri Lanka and internationally with a high level of managerial competence across the value chain in the fields of Corporate Strategy, Marketing, Sales and Customer Development, Supply Chain, Manufacturing, and Research and Development. His work experience spans across diverse industries such as FMCG, LPG, Petroleum/Lubricants, Automobile, Agriculture and Modern Retail. He also possesses close to a decade long postgraduate teaching experience and contributes to continuous professional development of self and others in the fraternity in management, marketing and strategy.  His doctorate is on Shopper Marketing, which is a fast-emerging field in business. He has also published in both local and international journals as well as contribute as a regular writer to business magazines. He is currently the Director of Postgraduate Institute of Management (PIM), University of Sri Jayewardenepura.

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Published

2026-09-24

Issue

Vol. 5 No. 2 (2026): Asian Journal of Marketing Management

Section

Articles