Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/70761

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

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Title:Switching Behaviour in Smart Phone Messaging Services – It’s a Question of Context, Content, and Features of the Service
Authors:Mckenna, Brad
Mäkinen, Petri
Tuunanen, Tuure
Keywords:Digital Mobile Services for Everyday Life
messaging service
mobile service
push-pull mooring framework
switching behaviour
Date Issued:05 Jan 2021
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.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/70761
ISBN:978-0-9981331-4-0
DOI:10.24251/HICSS.2021.149
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Digital Mobile Services for Everyday Life


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