出版社：International Association for Computer Information Systems
摘要：Information technologies have changed social media consumption. For example, competition between onlinestreaming companies (e.g., Netflix) and cable TV firms have risen although these two services do not offer thesame content. Our research argues that in this case consumers may be motivated to alternate between services toincrease utility, rather than completely replace one service by the other. Previous research has focused on technologyadoption, technology usage continuity, and switching to a new technology. However, alternating betweentechnologies remains unexplored. Grounded on motivation theory, our proposed research model synthesizes thecontributions from fields like psychology and marketing to find potential antecedents to user alternating behaviorof technologies: OSL, ASL, variety seeking, intrinsic and extrinsic motivations, and product characteristics. Wewill conduct a survey among USA users to gather data about these variables and validate their significant impacton alternating behavior of technologies. A pilot test will be conduct to refine our measurement items, whereas thefull sample will be assessed in terms of reliability, validity, and explanation power. The results are expected tovalidate our model for explaining this relatively new behavior in the use of technologies, whereas they couldsuggest managers which strategies they can focus on to remain competitive in the market and co-exist with othertechnologies offering similar services.
