Recently, digital platform has emerged as a major foundation determining the success and failure of the competition between companies. A struggle for digital platform leadership, resulted from the explosive growth of wired and wireless Internet, is developing from the area of PC to those areas such ...
Recently, digital platform has emerged as a major foundation determining the success and failure of the competition between companies. A struggle for digital platform leadership, resulted from the explosive growth of wired and wireless Internet, is developing from the area of PC to those areas such as smartphone, Internet, media, and shopping. Building on digital platform such as smartphone, social media, and social commerce, companies are trying to develop their own digital ecosystems and to take leadership in a fierce competition of digital ecosystems. Furthermore, they are seeking ways to develop partnership to join a competitive digital ecosystem. Why is building a competitive digital platform important? Recall that digital platform serve as a basis for building a competitive digital ecosystem and sharpening competitive edge in the market. Taking the lead in this platform means making long-term profits based on network effects. Therefore, domestic and foreign portal and telecommunication service providers as well as global IT companies such as Apple and Google are making an effort to seize the initiative in digital platform. In line with the above thinking, exploring antecedents of a user’s recurring adoption of and continued use of associated products and services based on a digital platform helps us understand the underlying mechanism leading to his/her continued use of the digital platform. Therefore, these endeavors are very timely and relevant research topics because they provide an insight for seizing the initiative in the competition of digital platform. However, there is a paucity of study in this direction. To fill up this knowledge void, this thesis attempts to explore the underlying mechanism elucidating the decision making process of the continued digital platform use by extending the dual model based on dedication and constraint. Recently, the dual model has been widely applied to explaining IT post-adoption behavior. To achieve this research purpose, the following three research endeavors have been performed: Building on the dual model and the brand extension research, the first study tried to investigate antecedents of the continued use of a target digital platform and the adoption of its associated products and services. In particular, the difference among total users’ group, Apple ’s iOS users’ group, and Google’s android OS users’ group was analyzed and its implications were discussed. The developed research model was demonstrated with the sample of 274 smartphone users by using PLS Graph 3.0. Analysis results showed that antecedents of switching cost differ depending on the type of smpartphone OS platforms. Furthermore, in case of Apple’s iOS platform comparing to Google’s android platform, user satisfaction, switching cost, and loyalty played more important roles. Last but not least, the analysis found the significant direct and indirect impacts of a user’s continuance intention of a target product(i.e., smartphone) on his/her purchase intention of its associated product(i.e., smartpad) which operates on the same OS platform. Based on the dual model and the research on status quo bias, the second study attempted to explore antecedents of continuance intention in the context of mobile instant messenger. This study provide a more comprehensive perspective by including a user’s status quo bias inclining and his/her inertia behavior. The proposed model was validated with the sample 200 users with KakaoTalk usage experience and analyzed with the use of Smart PLS 2.0. User satisfaction and switching cost were identified as antecedents of inertia. Furthermore, a user’s perceptions of satisfaction and switching cost are higher, his/her inertia usage behavior increases. This results in higher continuance intention. The third study established the relationship between a buyer and a seller as psychological contractual one and tried to examine the effects on psychological contract violation on continuance intention and word-of-mouth intention in the context of social commerce platform. The proposed research model and hypotheses were tested with the sample of 178 users with social commerce experience by using Amos 20.0. Analysis results showed the positive effect of psychological contract violation on word-of-mouth intention and its negative effect on trust. To sum up, by extending pertinent insights from the dual model based on dedications and constraints, this thesis attempted to explain the relationship continuance between a user and a digital platform provider. Of importance is that this relationship deals with a user’s recurring adoption of and continued use of associated products and services based on a digital platform as well as his/her adoption of and continued use of a target product/service, which is the focus of existing research. Practically, the thesis is likely to help digital platform providers and service providers develop a strategy for the establishment of a successful digital platform and its sustainable growth.
Recently, digital platform has emerged as a major foundation determining the success and failure of the competition between companies. A struggle for digital platform leadership, resulted from the explosive growth of wired and wireless Internet, is developing from the area of PC to those areas such as smartphone, Internet, media, and shopping. Building on digital platform such as smartphone, social media, and social commerce, companies are trying to develop their own digital ecosystems and to take leadership in a fierce competition of digital ecosystems. Furthermore, they are seeking ways to develop partnership to join a competitive digital ecosystem. Why is building a competitive digital platform important? Recall that digital platform serve as a basis for building a competitive digital ecosystem and sharpening competitive edge in the market. Taking the lead in this platform means making long-term profits based on network effects. Therefore, domestic and foreign portal and telecommunication service providers as well as global IT companies such as Apple and Google are making an effort to seize the initiative in digital platform. In line with the above thinking, exploring antecedents of a user’s recurring adoption of and continued use of associated products and services based on a digital platform helps us understand the underlying mechanism leading to his/her continued use of the digital platform. Therefore, these endeavors are very timely and relevant research topics because they provide an insight for seizing the initiative in the competition of digital platform. However, there is a paucity of study in this direction. To fill up this knowledge void, this thesis attempts to explore the underlying mechanism elucidating the decision making process of the continued digital platform use by extending the dual model based on dedication and constraint. Recently, the dual model has been widely applied to explaining IT post-adoption behavior. To achieve this research purpose, the following three research endeavors have been performed: Building on the dual model and the brand extension research, the first study tried to investigate antecedents of the continued use of a target digital platform and the adoption of its associated products and services. In particular, the difference among total users’ group, Apple ’s iOS users’ group, and Google’s android OS users’ group was analyzed and its implications were discussed. The developed research model was demonstrated with the sample of 274 smartphone users by using PLS Graph 3.0. Analysis results showed that antecedents of switching cost differ depending on the type of smpartphone OS platforms. Furthermore, in case of Apple’s iOS platform comparing to Google’s android platform, user satisfaction, switching cost, and loyalty played more important roles. Last but not least, the analysis found the significant direct and indirect impacts of a user’s continuance intention of a target product(i.e., smartphone) on his/her purchase intention of its associated product(i.e., smartpad) which operates on the same OS platform. Based on the dual model and the research on status quo bias, the second study attempted to explore antecedents of continuance intention in the context of mobile instant messenger. This study provide a more comprehensive perspective by including a user’s status quo bias inclining and his/her inertia behavior. The proposed model was validated with the sample 200 users with KakaoTalk usage experience and analyzed with the use of Smart PLS 2.0. User satisfaction and switching cost were identified as antecedents of inertia. Furthermore, a user’s perceptions of satisfaction and switching cost are higher, his/her inertia usage behavior increases. This results in higher continuance intention. The third study established the relationship between a buyer and a seller as psychological contractual one and tried to examine the effects on psychological contract violation on continuance intention and word-of-mouth intention in the context of social commerce platform. The proposed research model and hypotheses were tested with the sample of 178 users with social commerce experience by using Amos 20.0. Analysis results showed the positive effect of psychological contract violation on word-of-mouth intention and its negative effect on trust. To sum up, by extending pertinent insights from the dual model based on dedications and constraints, this thesis attempted to explain the relationship continuance between a user and a digital platform provider. Of importance is that this relationship deals with a user’s recurring adoption of and continued use of associated products and services based on a digital platform as well as his/her adoption of and continued use of a target product/service, which is the focus of existing research. Practically, the thesis is likely to help digital platform providers and service providers develop a strategy for the establishment of a successful digital platform and its sustainable growth.
주제어
#Digital Platform, Dual Model, Status Quo Bias, Psychological Contract Violation, IT Continued Use, Mobile Instant Messenger, Social Commerce
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