Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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An Analysis on Competition and Ecology of Mobile Platform : Based on the Continuous Usage Intention of Smart-Phone OS Platform

모바일 플랫폼 경쟁과 모바일 생태계에 관한 고찰 : 스마트폰 운영 플랫폼의 지속사용 의도를 중심으로

  • 이보경 (서울여자대학교 경영학과 대학원) ;
  • 심선영 (성신여자대학교 경영학과)
  • Received : 2012.01.03
  • Accepted : 2012.06.05
  • Published : 2012.06.30
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Abstract

Contemporary smartphone competition is generally described as the battle between Apple's proprietary platform and Google's open platform. However, this competition is not limited within smartphone adoption itself. User's pre-adoption of one mobile platform via smartphone can be connected to the post-adoption of the same mobile platform based on the other smart devices (e.g. smart pad). In this study, we investigate whether user's preference to a certain platform is persistent over mobile ecology, from the pre-adoption of one smart device to the post-adoption of following devices. For this investigation, we adopt the dual-model as the ground theory, where post-adoption of IT product is explained by both dedication and constraint factors. The empirical testing first evidences that dual model works well as our research model for identifying the reasons of post-adoption. Next, we group our data into two parts in order to compare the switching behavior of iPhone users and Android phone users. iPhone users show much lower switching rate to Android based smart pads, while Android phone users show higher churn rate to iPad (49.3% : 96.3%). Especially, satisfaction showed much stronger effect than switching cost on the continuing intention of existing platform, when the analysis is given to the iPhone user's group. From this result, we can conjecture the relatively stronger loyalty of iPhone users. More managerial implications on the mobile platform strategy are driven.

Keywords

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