Stay or Switch? An Examination to the Role of Alternative Attractiveness in Chinese Mobile Business
Switching cost is considered a major force in information technology industries. Extensive literature of current studies focus more on its mechanism on competition and firm strategy, few researches pay attention to its impacts on customer behaviors. Moreover, effects of competitive products on customers decision also have been neglected. This article investigates the role of different switching costs and alternative attractiveness in explaining customer choice in the Chinese mobile telecommunications industry. The results indicate that the influence of switching cost on switching intentions is moderated by alternative attractiveness
swithching cost alternative attractiveness switching intention
Zhou Fangwen Wang Tao
Wuhan University Hubei University of Economics Wuhan China Wuhan University Wuhan, China
国际会议
成都
英文
339-343
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）