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Article

Eui-Bang Lee, Sang-Gun Lee and Chang-Gyu Yang

The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

Abstract

Purpose

The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.

Design/methodology/approach

This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.

Findings

The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.

Originality/value

These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

Details

Industrial Management & Data Systems, vol. 117 no. 6
Type: Research Article
ISSN: 0263-5577

Keywords

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Article

Sang-Gun Lee, Silvana Trimi and Chang-Gyu Yang

– The purpose of this paper is to investigate how ICT service providers’ strategies affect customer migration.

Abstract

Purpose

The purpose of this paper is to investigate how ICT service providers’ strategies affect customer migration.

Design/methodology/approach

Using a simulation approach and the agent-based model, this research explores how an incremental technology affects customer migration and changes the market structure.

Findings

The authors found that a strategy of disruptive technology innovation not only helps a follower company increase its market share, but it also completely disrupts the market.

Originality/value

This study investigates customer migration patterns in the saturated mobile telecommunication market based on service providers’ strategies.

Details

Industrial Management & Data Systems, vol. 114 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

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Article

Sang-Gun Lee, Chang-Gyu Yang and Eui-Bang Lee

The purpose of this paper is to identify how adoption drivers change before and after key milestones of ICT product adoption (i.e. critical mass point (CMP) (adoption rate…

Abstract

Purpose

The purpose of this paper is to identify how adoption drivers change before and after key milestones of ICT product adoption (i.e. critical mass point (CMP) (adoption rate 16 percent), market saturation point (MSP) (50 percent) and new generation release point (NGRP)) based on actual subscriber data of the mobile communications industry that represents the ICT market, so that it has implications for the rejuvenation of ICT product adoption that has rarely been addressed in earlier studies.

Design/methodology/approach

This study examined the overall characteristics of ICT product diffusion by tracking the actual patterns of US and Korean mobile market subscribers using the Bass diffusion model.

Findings

This study found that innovation effects gain influences on ICT product diffusion after CMP, MSP and NGRP; imitators are becoming innovators by repeated rejuvenation experiences; and cultural differences have significant influences on imitators’ ICT product adoption, but not on innovators.

Originality/value

These findings imply that rejuvenation enabled by technology innovation is a key success strategy to dominate the ICT market where the number of innovators, who have strong desires for new generation products, is constantly growing.

Details

Industrial Management & Data Systems, vol. 115 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

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Article

Chang-Gyu Yang, Silvana Trimi and Sang-Gun Lee

The purpose of this paper is to identify the structure of strategic investments and the effect of each investment category on business performance in two leading…

Abstract

Purpose

The purpose of this paper is to identify the structure of strategic investments and the effect of each investment category on business performance in two leading information and communication technology (ICT) countries, the USA and South Korea.

Design/methodology/approach

This is a longitudinal comparative study of the relationship between strategic investments and organizational performance of major telecommunication service providers (TSPs) in the two leading ICT countries, the USA and South Korea.

Findings

The study found that a sufficient amount of strategic investments in technological innovations is the driving force for TSPs’ business performance. However, strategic investment structures differ among TSPs, depending on their market position, whether the first mover in the market or a follower, and on their country’s market characteristics. Moreover, even though both countries’ TSP markets are oligopolistic in nature, the market is more saturated in Korea and thus competition appears to be fiercer there than in the USA. The stronger oligopolistic market in Korea has lead TSPs to compete primarily on their marketing strategies, while TSPs in the USA do so based on technological innovation.

Originality/value

The findings of the study shed new insights that can help both TSPs in developing their competitive strategies and government policy makers in assuring healthy competitive telecommunication markets in their countries.

Details

Industrial Management & Data Systems, vol. 116 no. 5
Type: Research Article
ISSN: 0263-5577

Keywords

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