Trialing or combining? Understanding consumer partial switching in mobile application usage from the variety seeking perspective
Bibliographic Data
| ID | 12420639 |
|---|---|
| Authors | Yingying Hu (0000-0001-7791-6058, Huazhong University of Science and Technology, corresponding author), Ling Zhao (0000-0002-9536-4442, Huazhong University of Science and Technology), Xin Luo (0000-0001-5446-4079, University of New Mexico), Sumeet Gupta (0000-0001-5943-5226, Indian Institute of Management Raipur), Xiuhong He (0000-0002-7818-3957, Wuhan Textile University) |
| Year | 2021 |
| Volume | 31 |
| Issue | 5 |
| Pages | 1769-1802 |
| Publication date | 2021-03-22 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Internet Research (JOURNAL) |
| Journal identifiers | ISSN: 1066-2243 • E-ISSN: 2054-5657 |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/intr-09-2019-0368 |
| OpenAlex | W3138138525 |
| Language | EN |
| Citations received | 4 |
| References cited | 83 |
Purpose The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to explore the common and differential motivations of these behaviors. Design/methodology/approach This paper specified two behaviors in consumers' partial switching in mobile app usage, trialing and combining behaviors, and conceptualized them as different types of variety seeking behaviors. A theoretical model contrasting intrinsic motivations and extrinsic motivations on the two behaviors was developed and tested with a sample of 561 mobile app users in China. Findings The findings showed that both trialing and combining behaviors could be motivated by intrinsic individual-related and extrinsic technology-related factors. Besides, intrinsic individual-related factors were more effective in motivating trialing behavior, whereas extrinsic technology-related factors were more effective in motivating combining behavior. All these findings are applicable and consistent in both hedonic and utilitarian apps. Originality/value This study extends and advances the literature on information technology switching by investigating consumer use behaviors from a new perspective of partial switching and multiple competing apps usage. This study also contributes to variety seeking literature by extending the understanding of variety seeking to the context of mobile app usage. Finally, by investigating the associations and distinctions of trialing and combining behavior, this study not only helps to fully understand the partial switching but also enriches the understanding of different types of variety seeking behaviors
Consumer behaviour · Context (archaeology · Originality · Perspective (graphical · Variety (cybernetics · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour
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| Unique citing works | 4 |
|---|---|
| Citations per year | 1 |
| Citation span | 2022 - 2026 (5) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 4 |