Accompany with the rapid development of mobile devices and mobile application market, an intriguing phenomenon in which consumers tend to use multiple competing applications concurrently is arising. However, little research has paid attention to this phenomenon. To fill this gap, this study conceptualizes using multiple competing applications concurrently as a kind of variety-seeking behavior and identifies two types of drivers of this behavior, which are intrinsic personality-related factors and extrinsic technology-related factors. Moreover, this study also reveals the role of two types of consumer values, hedonic value and utilitarian value, in mediating the relationship between intrinsic/extrinsic factors and the behavioral outcome.
Hu, Yingying; Zhao, Ling; Zou, Dongdong; and Teng, Min, "Why Consumers Need Diversity? Understanding Consumers' Multiple Usage of Competing Mobile Applications from a Variety-seeking Perspective" (2017). PACIS 2017 Proceedings. 167.