A Research Agenda for Evaluating Strength of Internal Preferences and External Influences in Consumer Smartphone Switching
Nykänen, J. I., Tuunainen, V. K., & Tuunanen, T. (2015). A Research Agenda for Evaluating Strength of Internal Preferences and External Influences in Consumer Smartphone Switching. In A. Öörni, N. Iivari, K. Kuutti, H. Oinas-Kukkonen, & M. Rajanen (Eds.), IRIS 38 : Proceedings of the 38th Information Systems Research Seminar in Scandinavia, Oulu, Finland, 9-12 August.. Oulun yliopisto.
Date
2015Copyright
© The Authors, 2015. Published by AIS Electronic Library. This is an author's final draft version of an article whose final and definitive form has been published in the Proceedings of IRIS.
This article proposes a research agenda to study what causes
consumers to switch smartphone manufacturer and operating system brands.
International consumer survey is planned for data collection and structural
equation modeling method will be used to extrapolate whether internal
preferences play a larger role than external influences in consumers’ switching
behavior. The effects are expected to be moderated by behavioral control,
subjective uncertainty and prior switching experience and controlled with a set
of constraint variables. As a theoretical contribution, we propose a new theory
to evaluate switching primarily through the latent construct of magnitude of
switch. Potential practical implications offer new insights into consumer
switching decision-making. These insights could be useful in customer
acquisition and lock-in strategy revision for smartphone market players but also
in other ecosystems with similar technological characteristics.
Publisher
Oulun yliopistoParent publication ISBN
978-952-62-0917-3Conference
Information Systems Research Seminar in ScandinaviaIs part of publication
IRIS 38 : Proceedings of the 38th Information Systems Research Seminar in Scandinavia, Oulu, Finland, 9-12 August.Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/25556397
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