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Article
Publication date: 29 July 2014

Sunghun Chung

The purpose of this paper is to quantify how mobile app usage relates to the unique characteristics of behavioral orientations and content types, focussing on the…

Abstract

Purpose

The purpose of this paper is to quantify how mobile app usage relates to the unique characteristics of behavioral orientations and content types, focussing on the interrelationship among content usage in the context of in-app purchase.

Design/methodology/approach

Using a large-scale data set of individual content usage in a particular music mobile app, the author builds a simultaneous equation panel data model to examine dynamic interdependent usage of mobile app.

Findings

The paper finds a positive temporal effect of self-oriented content usage (download) on other-oriented content usage (gift), based on behavioral orientation, and also a temporal interdependence between external (ringtone) and internal usage (mp3) based on types of content. The paper also finds that the fourth generation communications standard increases content usage in this mobile app.

Practical implications

These findings provide useful insights for mobile app developers, mobile network operators, content providers, and mobile device manufacturers.

Originality/value

This paper is one of the first to consider and empirically test the interrelationship between various kinds of content usage in music apps.

Details

Internet Research, vol. 24 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 2 February 2015

Sunghun Chung

The purpose of this paper is to examine how information load, consumers’ regulatory focus, and prior attitudes interact to influence consumers’ response to firm crisis in…

Abstract

Purpose

The purpose of this paper is to examine how information load, consumers’ regulatory focus, and prior attitudes interact to influence consumers’ response to firm crisis in the context of online discussion forum. By doing this, this study presents the solving strategy for unintended criticism in online space.

Design/methodology/approach

Based on selective exposure and regulatory focus theory, the author proposes that consumers’ regulatory focus and prior attitudes toward a focal firm influence the relationship between information load and selective exposure phenomenon. The data for this study are obtained from an experimental research design. Data were collected from 165 college students who have an experience with an online discussion forum.

Findings

The author finds that selective exposure is likely to occur when information load is high (vs low). More importantly, this selective exposure is influenced by regulatory focus. Prevention-focussed consumers with favorable (vs unfavorable) prior attitudes toward the target firm tend to evaluate it less favorably, whereas promotion-focussed consumers with unfavorable (vs favorable) prior attitudes are likely to evaluate it more favorably when information load is high.

Originality/value

Evidence is found that consumers’ regulatory focus moderates the effect of information quantity on confirmatory information search, and induces different response strategies to firm crisis information.

Details

Internet Research, vol. 25 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 31 May 2013

Sunghun Chung

The purpose of this study is to find the role of online informediaries on the perspective of price comparison and information aggregator. Specifically, the author wants to…

Abstract

Purpose

The purpose of this study is to find the role of online informediaries on the perspective of price comparison and information aggregator. Specifically, the author wants to explain how the level of product involvement moderates the effect of price dispersion and product information quality on attitude toward product in online informediaries.

Design/methodology/approach

The data for this study are obtained from a three‐way factorial experimental research design. Data were collected from 258 college students who have an experience with an online informediary. Combining ANCOVA and regression analysis enables the study of attitude formation and yields encouraging results.

Findings

The study finds that high‐involvement consumers focus on systematic cues (e.g. product attributes) in evaluating product quality. However, when they feel that their initial search yields insufficient results, causing them to perceive more product performance risk, they search for additional cues (e.g. price dispersion). Low‐involvement consumers are mainly affected by price dispersion, which is a heuristic cue, and they evaluate the product more favorably under a high (vs low) level of price dispersion.

Originality/value

This paper is one of the first to consider and empirically test a heuristic‐systematic model for attitude toward product in online informediaries. It also uniquely tests the level of price dispersion to discern the important motivating factors.

Details

Internet Research, vol. 23 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

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