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Article

Jie Gu, Xiaolun Wang and Tian Lu

The purpose of this paper is to explain the “good-to-good” app switching phenomenon that has not been specifically addressed in the prior switching literature. Drawing on…

Abstract

Purpose

The purpose of this paper is to explain the “good-to-good” app switching phenomenon that has not been specifically addressed in the prior switching literature. Drawing on the consumer learning theory, this study explores how external social word of mouth (WOM) and internal satisfaction influence app usersswitching intention through social learning route and analogical learning route. This study also examines the moderating effect of app heterogeneity.

Design/methodology/approach

An online survey was used to collect data. Two categories of mobile apps with different levels of within-category heterogeneity were targeted in survey questions. A total of 525 valid survey responses were collected.

Findings

Social WOM about a competing app increases usersswitching intention through both social norm influence and social information influence, resulting in a direct effect on switching intention and an indirect effect through the perceived attractiveness of a competing app. Users’ satisfaction with an adopted app positively influences the perceived attractiveness of an unadopted competing app, offering evidence for analogical learning in user switching. Meanwhile, users’ satisfaction imposes a direct negative effect on switching intention. A higher level of within-category heterogeneity strengthens (weakens) the positive effect of social WOM (satisfaction) on users’ perceived attractiveness of a competing app.

Originality/value

This study complements the existing switching literature by disentangling the “good-to-good” switching phenomenon in the mobile app market from the consumer learning perspective. This study extends the understanding of cross-category user switching by considering different levels of product heterogeneity.

Details

Internet Research, vol. 30 no. 2
Type: Research Article
ISSN: 1066-2243

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Article

Osama Sam AL-Kwifi, Viput Ongsakul, Allam K. Abu Farha, Ahmed U. Zafar and Mahmoud Karasneh

The purpose of this paper is to explore the relationship between product innovativeness and the process of technology switching. This issue is important for two reasons…

Abstract

Purpose

The purpose of this paper is to explore the relationship between product innovativeness and the process of technology switching. This issue is important for two reasons: (1) in mature markets, the only way to increase market share is through consumers' switching from competitor firms and (2) it is essential to determine whether the product innovation strategy can meet users' needs in high-technology markets.

Design/methodology/approach

Research centers (university hospitals) specializing in magnetic resonance imaging (MRI) are the lead users of the MRI market. In this market, the technology switching process was tracked using an annual conference database. Interviews with industry experts and lead users were conducted in order to determine the relationship between product innovativeness and technology switching.

Findings

The findings reveal that in the lead users' segment, technology switching is occurring at a significant level. The interviews emphasized the influence of product innovativeness on technology switching in the global MRI market, as well as the importance of adopting an open innovation process as a strategy to enhance product innovativeness.

Practical implications

The results can be generalized to industries with similar characteristics, such as high rates of technological change and technology heterogeneity. In high-technology markets, managers should monitor switching behavior. They should also study the influence of product innovativeness on such behavior in order to determine the correct product innovation strategy and meet users' preferences effectively.

Originality/value

The literature reports considerable research that investigates switching behavior, but most publications use data from a short time period and cover a limited geographical region. This is the first study that uses data to track the switching behavior of high-technology products on a global scale over a 22-year period.

Details

EuroMed Journal of Business, vol. 16 no. 1
Type: Research Article
ISSN: 1450-2194

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Article

Yonghua Cen and Li Li

Given a product or service, the number of its installed user base has a significant positive effect on the existing users’ loyalty and new users’ conversion. This effect…

Abstract

Purpose

Given a product or service, the number of its installed user base has a significant positive effect on the existing users’ loyalty and new users’ conversion. This effect is conceptualized as network externalities in economics. Network externalities are supposed to be particularly striking in nowadays online business-to-business (B2B) platforms, but yet the mystery behind their effects on user loyalty to online B2B platforms remains to be delicately unraveled. The purpose of this paper is to discover the factors driving users’ loyalty, especially buyers’ loyalty, to online B2B platforms, by highlighting the impacts of network externalities on loyalty and other mediating factors.

Design/methodology/approach

A conceptual model of buyer loyalty under network externalities is elaborated. The reliability and validity of the instruments of the latent model constructs are assessed by confirmatory factor analysis, and the hypothesized causal relationships among the constructs are tested by structural equation modeling, on 710 valid buyer samples collected from a famous online B2B platform in China.

Findings

The analysis demonstrates that: perceived value, user satisfaction and switching costs are the major predictors of buyer loyalty to online B2B platforms characterized by network externalities; network externalities positively account for buyer loyalty by contributing to perceived value, user satisfaction and switching costs; and direct network externality (measured by perceived network size and perceived external prestige) has a significant effect on indirect network externality (measured by perceived compatibility and perceived complementarity).

Originality/value

The findings allow the authors to conclude meaningful managerial implications for online B2B service providers to build up loyal user bases through improving users’ perceptions of network externalities, switching costs and value.

Details

Journal of Enterprise Information Management, vol. 33 no. 2
Type: Research Article
ISSN: 1741-0398

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Article

Sam Al-Kwifi, Zafar U. Ahmed and Dina Yammout

The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand…

Abstract

Purpose

The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand switching is focused on competitive market products, for which switching costs are manageable. However, little consideration is given to brand switching of high-technology capital products.

Design/methodology/approach

The conceptual model is developed based on the existing literature on B2B brand switching. An online survey was developed and distributed to decision makers involved in purchasing medical imaging technology.

Findings

The results confirm the expectation that product features is the most influential factor underpinning brand switching. Product features are critical for medical organizations who want to maintain their competitive advantage. The findings suggest that the set of factors that influence the decision to switch is unique for users of different market segments in the same industry (e.g. lead users and mass-market users). This difference stems from technology utilization of each market segment.

Research limitations/implications

In high-technology markets, managers should develop a reliable strategy to evaluate the antecedents behind brand switching that are specific to their industry. Knowledge of the major factors that cause users to switch is essential to allow firms to determine the strategy needed to prevent the erosion of their market share.

Originality/value

Although the literature reports considerable research on brand switching, this study is a first-of-its-kind in that it demonstrates that the factors underpinning brand switching vary within the same industry, based on the characteristics of each market segment. This paper develops new knowledge on the factors that influence the decision of users of high-technology capital products to switch between brands to renew or improve their internal capabilities.

Details

Journal of Product & Brand Management, vol. 23 no. 4/5
Type: Research Article
ISSN: 1061-0421

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Article

Kuan-Yu Lin, Yi-Ting Wang and Hsuan-Yu Sheila Hsu

Smartphones have become a critical medium by which people remain in contact with family, friends, and colleagues. A variety of factors have contributed to the rapid…

Abstract

Purpose

Smartphones have become a critical medium by which people remain in contact with family, friends, and colleagues. A variety of factors have contributed to the rapid prevalence of smartphones. The most influential factor is definitely the mobile platform or mobile operating system (OS). The purpose of this paper is to employ a theoretical framework based on an information systems success model and a theory values to examine the factors that affect smartphone usersswitching mobile OSs. Habit is regarded as a moderating variable to construct an integrated research model which helps researchers unveil the puzzle of usersswitching mobile OSs.

Design/methodology/approach

The proposed model was empirically evaluated using survey data collected from 424 users on their perceptions of smartphones. A structural equation modeling was used to assess the relationships of the research model.

Findings

The results of the study have shown that users consider the perceived switching value and satisfaction arising from their behaviors when deciding whether to switch to another mobile OS. Quality characteristics, including information quality, system quality, and service quality, are the key factors determining people’s perceived switching value and satisfaction. The participants of the study were grouped by degree of habit. The effect on satisfaction was not significant in the high-habit subgroup. Nevertheless, it has been found that the influence of the perceived switching value was stronger in the low-habit subgroup than in the high-habit subgroup.

Originality/value

This study contributes to a theoretical understanding of factors that explain users’ intention to switch mobile OSs.

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Article

Avus C.Y. Hou and Wen-Lung Shiau

Emerging social networking sites (SNSs) are less advantageous than leading SNSs in attracting users. They might stand a better chance if they know what users want. The…

Abstract

Purpose

Emerging social networking sites (SNSs) are less advantageous than leading SNSs in attracting users. They might stand a better chance if they know what users want. The purpose of this paper is to study factors that urge Facebook users to switch to Instagram to reveal how latecomers in the SNSs circuit can win the hearts of users.

Design/methodology/approach

This study proposes an SNS switching framework that is adapted from the demographic Push-Pull (PP) migration model to investigate usersswitching intention. Structural equation modeling was applied to analyze the data collected from 260 Instagrammers who all had experience using Facebook before moving on Instagram.

Findings

Results show that socializing and system quality of the SNS negatively affect usersswitching intention, while attractiveness of the alternative, peer influence and critical mass do the opposite. Surprisingly, enjoyment is not associated with switching intention.

Research limitations/implications

SNSs switching may not mean a complete abandonment of previous SNSs. In many occasions, users simply become less active in one SNS and more active in other SNSs. The PP migration model provides a useful tool to understand the patterns as well as competing forces that influence the migration of SNS users, pushing them away or pulling them to new alternative sites. Specifically, pulling demonstrates to be a stronger influence than pushing.

Practical implications

This study suggests that SNS operators should satisfy users’ needs for socializing, maintain high system quality, provide peer influence tools and create their own attractive features, in order to retain existing customers or induce new users to switch.

Originality/value

This is one of the earlier empirical studies to investigate usersswitching intention from Facebook to Instagram with a valid sample. In addition, the present study approaches pull and push effects by multiple constructs, providing a clearer picture of what constitutes the pull and push forces.

Details

Information Technology & People, vol. 33 no. 1
Type: Research Article
ISSN: 0959-3845

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Article

Xiongfei Cao, Jingjing Yao and Xiayu Chen

Built upon the push–pull–mooring framework, this study explores the factors that affect user switching from blog to microblogging. Low social presence is posited to form…

Abstract

Purpose

Built upon the push–pull–mooring framework, this study explores the factors that affect user switching from blog to microblogging. Low social presence is posited to form the push effect of blog, whereas larger referent network size and relative ease of use work together to shape the pull effect of newly emerging microblogging. Furthermore, adopting the status quo bias theory and habit literature as theoretical lens, affective commitment, switching costs and habit are regarded as important sources of inertia. Inertia is presumed to play a key role in mooring effects because it negatively affects switching intention and attenuates the main effects of pull and push factors. More importantly, the effects of affective commitment, switching costs and habit on switching intention are fully mediated through inertia.

Design/methodology/approach

An empirical study of 239 users who use blog and microblogging services concurrently was conducted in China.

Findings

Our findings indicate that low social presence pushes bloggers away, whereas relative ease of use pulls them to the microblogging. Affective commitment, switching costs and habit are important sources of inertia. In the context of this study, inertia fully mediates the relationship between habit and switching intention, and only partially mediates the effect of affective commitment and switching costs on switching intention. Furthermore, inertia negatively moderates the relationships between social presence, relative ease of use and switching intention.

Originality/value

This study expands our understanding of online service switching mechanism, and identified key factors in IT switching, such as social presence, affective commitment and inertia. We believe that these mechanisms and key factors are not necessarily limited to online services, but are largely applicable to other contexts in which people interact with technology. This study builds a useful foundation for future research.

Details

Internet Research, vol. 30 no. 6
Type: Research Article
ISSN: 1066-2243

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Article

Sam O. Al‐Kwifi and Rod B. McNaughton

This paper seeks to provide evidence that the long‐term success of capital‐intensive technology products requires continuous integration of innovations in the form of new…

Abstract

Purpose

This paper seeks to provide evidence that the long‐term success of capital‐intensive technology products requires continuous integration of innovations in the form of new features and capabilities that meet broad user preferences.

Design/methodology/approach

Magnetic resonance imaging (MRI) research centers, which represent lead users in this industry, are used as a case study. An online survey was developed to identify and rank the main factors behind brand switching, then secondary sources are used to confirm the research results.

Findings

A multi‐faceted approach to data collection is used to show that product innovations in the form of specific features are the main motive for switching to a new technology, consistent with the expectation that lead users seek technologies that maintain leading‐edge positions.

Research limitations/implications

There are limitations to generalizing from this case study to other industries. The findings can be generalized to industries with similar characteristics, such as aircraft and heavy machinery manufacturing. In practice, managers should find a reliable strategy to assess factors underpinning brand switching that is unique to their industry. Determining the main factors behind switching is a critical matter when defining the appropriate strategy to keep their market share from eroding.

Originality/value

The literature reports considerable research that investigates brand switching. However, most of it focuses on highly competitive markets for consumer goods. This paper addresses a paucity of knowledge about what influences lead users of capital‐intensive products to switch between brands.

Details

Journal of Business & Industrial Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0885-8624

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Article

Yu-Hsin Chen and Ching-Jui Keng

The purpose of this paper is to develop an extended Push-Pull-Mooring-Habit (PPMH) framework in order to better understand users’ intention of switching from offline to an…

Abstract

Purpose

The purpose of this paper is to develop an extended Push-Pull-Mooring-Habit (PPMH) framework in order to better understand users’ intention of switching from offline to an online real-person English learning platform service.

Design/methodology/approach

Based on 301 valid responses collected from an online survey questionnaire, structural equation modeling was employed to examine the research model.

Findings

The causal model was validated using SmartPLS 3.0, and all study hypotheses were supported. The results show that push effects (learning convenience, service quality and perceived price), pull effects (e-learning motivation, perceived usefulness), mooring effects (learning engagement, switching cost and social presences) and habit effects (relationship inertia) all significantly influence usersswitching intentions from offline to an online real-person English learning platform.

Practical implications

The findings should help online English learning service providers and marketers to understand the intention of offline English learning users to switch to an online real-person English learning platform, and develop related theories, services and regulations.

Originality/value

The present study extends the prior research of an online real-person English learning platform by providing PPMH as the general framework and demonstrating its efficacy in explaining user switching intentions.

Details

Internet Research, vol. 29 no. 1
Type: Research Article
ISSN: 1066-2243

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Article

Grigorios Asimakopoulos and Stavros Asimakopoulos

The purpose of this paper is to reveal the impact of usability and switching costs on user intention to switch information systems (IS), and to examine the mediating role…

Abstract

Purpose

The purpose of this paper is to reveal the impact of usability and switching costs on user intention to switch information systems (IS), and to examine the mediating role of switching costs on the usability-intention to switch relationship.

Design/methodology/approach

Using structural equation modeling, the research hypotheses tested in the context of forecasting IS using a web-based survey of 205 business forecasters.

Findings

Results show that both perceived usability and switching costs negatively affect intention to switch; and switching costs, through specific constructs, mediate the relationship between usability and intention to switch IS.

Research limitations/implications

Further research is needed for a more comprehensive understanding of the role of switching costs and to test the model in a longitudinal study and across different types of IS.

Originality/value

This research contributes to a better understanding of the interplay between usability and switching costs factors and their impact on IS switching user intention. Based on the study findings, theoretical and practical implications for IS are identified and discussed.

Details

Industrial Management & Data Systems, vol. 114 no. 4
Type: Research Article
ISSN: 0263-5577

Keywords

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