The roles of social and network effects in consumer´s mobile service platform switching

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Piispanen, Jouni 2015-02-18T12:06:03Z 2015-02-18T12:06:03Z 2014
dc.description.abstract Objectives of the Study: Mobile phones have become a commodity and simultaneously the modern touchscreen smartphones penetrate the market. Consumers switch their phones increasingly often, so the reasons behind the switching behavior matter. The academic research of the mobile phone switching factors is limited. Earlier related research findings suggest that the social effects have a role in mobile phone switching. What is this role like, and furthermore, what is the underlying dynamics behind it. This thesis is attempting to fill a gap in the academic research, and add in knowledge of the roles of social environment influences for a consumer´s behavior. Academic background and methodology: This is a longitudinal, partly inductive analysis, combining quantitative and qualitative elements. The theoretical grounding is built on an academic literature review. An empirical survey data collected in Finland by Professor Virpi Tuunainen, at the Aalto University, School of Business during 2012-2014, is used for the analysis. A modified framework for mobile service platform switching is built on the theoretical grounding, and is used to organize the questionnaire data. The recognized survey data constructs are organized for relevant switch variables, and the primary and the supporting analysis are made. Qualitative and quantitative data are compared in respect with each others, and analyzed separately as well. Findings and conclusions: Obvious positive impacts of social norms on the consumer´s switching behavior were discovered, and their role has become more important. The consumers recognize the role of social impact in their past behavior rather well, but don´t see this role in their future decisions, which indicates it is partly hidden. Weaker signals of peer pressure were found, though also their role is increasing. Deliberate, compelling peer influencing in one´s mobile service platform switching decisions is still rare. Network effects and social factors are manifesting positive interdependence hence a mobile service platform with proper design can exploit the role of social effects in the mobile service consumers´ switching behavior. en
dc.format.extent 106
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title The roles of social and network effects in consumer´s mobile service platform switching en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.contributor.department Department of Information and Service Economy en
dc.subject.keyword consumer
dc.subject.keyword consumer behavior
dc.subject.keyword switching behavior
dc.subject.keyword mobile phone
dc.subject.keyword feature phone
dc.subject.keyword smartphone
dc.subject.keyword mobile service platform
dc.subject.keyword social effects
dc.subject.keyword social norms
dc.subject.keyword peer pressure
dc.subject.keyword network effects
dc.subject.keyword operating system
dc.subject.keyword application
dc.subject.keyword PPM framework
dc.subject.keyword push factor
dc.subject.keyword pull factor
dc.subject.keyword mooring factor
dc.subject.keyword quantitative
dc.subject.keyword qualitative
dc.subject.keyword data
dc.identifier.urn URN:NBN:fi:aalto-201502191869
dc.type.dcmitype text en
dc.programme.major Information Systems Science en
dc.programme.major Tietojärjestelmätiede fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon tietojärjestelmät
dc.subject.helecon information systems
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon matkapuhelimet
dc.subject.helecon cellular phones
dc.subject.helecon päätöksenteko
dc.subject.helecon decision making
dc.subject.helecon elämäntapa
dc.subject.helecon way of life
dc.subject.helecon asenteet
dc.subject.helecon attitudes
dc.ethesisid 13823 2014-12-03
dc.location P1 I

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