Title page for etd-0631113-202303


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URN etd-0631113-202303
Author Jhe-yan Lin
Author's Email Address No Public.
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Department Information Management
Year 2012
Semester 2
Degree Master
Type of Document
Language English
Title Explore Users’ Intention to Switch Smartphone Operating System
Date of Defense 2013-07-09
Page Count 74
Keyword
  • smartphone Operating System
  • system quality
  • switching intention
  • Push-Pull-Mooring framework
  • switching costs
  • Abstract Because there are more and more people use smartphone, the smartphone OS has been widely discussed. Our research purpose is to discuss users’ switching intention between smartphone OS. We used Push-Pull-Mooring framework from human migration literature to find out what factors will influence users’ switching intention. Based on literature review, we propose three important effects: push effects, pull effects and mooring effects. All effects have sub-dimensions. For push effects, there is low system quality, low usefulness with complementarity, low enjoyment with complementarity. Alternative attractiveness is the pull effects. For mooring effects, there is high switching costs, evaluation costs, learning costs, sunk costs, setup costs, peer influence, low variety seeking. We use on-line survey to collect data. The results suggest that (1) push and pull effects positively influence users’ switching intention while mooring effects negatively influence users’ switching intention (2) mooring effects has the most impact on users’ intention to switch smartphone OS, then pull effects and push effects; (3) For push effects, low system quality has the most impact on push effects, then low usefulness of complementarity and low enjoyment of complementarity; (4) For mooring effects, high switching costs have the most impact on mooring effects then low variety seeking and peer influence; (5) For switching costs, setup costs have the most impact on switching costs, then sunk costs, evaluation costs and learning costs.
    Advisory Committee
  • Shih-Chieh Hsu - chair
  • Her-Sen Doong - co-chair
  • Hsiang-Chu Lai - advisor
  • Files
  • etd-0631113-202303.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2013-07-31

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