Location

Online

Event Website

https://hicss.hawaii.edu/

Start Date

4-1-2021 12:00 AM

End Date

9-1-2021 12:00 AM

Description

This paper studies switching behaviour in smart phone messaging services. This study aims to add knowledge about the factors affecting switching behaviour in smart phone messaging services. The empirical study is qualitative, and the data was collected with interviews using the laddering method. This study was carried out to find out the reasons behind customer decisions when choosing between smart phone messaging services. Using the Push-Pull Mooring framework, the findings of this study indicate that the switching decision regarding smart phone messaging service is influenced by three factors: the context of the message, the content of the message, and the features of the service.

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Jan 4th, 12:00 AM Jan 9th, 12:00 AM

Switching Behaviour in Smart Phone Messaging Services – It’s a Question of Context, Content, and Features of the Service

Online

This paper studies switching behaviour in smart phone messaging services. This study aims to add knowledge about the factors affecting switching behaviour in smart phone messaging services. The empirical study is qualitative, and the data was collected with interviews using the laddering method. This study was carried out to find out the reasons behind customer decisions when choosing between smart phone messaging services. Using the Push-Pull Mooring framework, the findings of this study indicate that the switching decision regarding smart phone messaging service is influenced by three factors: the context of the message, the content of the message, and the features of the service.

https://aisel.aisnet.org/hicss-54/da/mobile_services/4