publication . Conference object . 2015

A Research Agenda for Evaluating Strength of Internal Preferences and External Influences in Consumer Smartphone Switching

Nykänen, Jussi Ilmari; Tuunainen, Virpi Kristiina; Tuunanen, Tuure;
Open Access Finnish
  • Published: 01 Jan 2015
  • Publisher: Oulun yliopisto
  • Country: Finland
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...
free text keywords: consumer research, smartphone, social influence, structural equation modeling, switching
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