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

McKenna, Brad, Mäkinen, Petri and Tuunanen, Tuure (2021) Switching Behaviour in Smart Phone Messaging Services – It’s a Question of Context, Content, and Features of the Service. In: Proceedings of the 54th Hawaii International Conference on System Sciences. UNSPECIFIED.

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Abstract

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.

Item Type: Book Section
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: LivePure Connector
Date Deposited: 06 Nov 2020 02:01
Last Modified: 04 Jul 2021 23:40
URI: https://ueaeprints.uea.ac.uk/id/eprint/77569
DOI:

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