The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits
The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits
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DOI：
10.1108/jpbm-10-2017-1604
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发表时间：
2019-03
影响因子：
5.6
通讯作者：
S. Thompson;J. Loveland;Katherine E. Loveland
中科院分区：
文献类型：
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作者：
S. Thompson;J. Loveland;Katherine E. Loveland
目的-本文的目的是调查品牌社区参与的竞争效果，这应该提高忠诚度的品牌和已经拥有的产品，对转换成本，这应该使消费者敏感的财务成本与新产品。设计/方法/方式使用的参与和每周采用的数据从7,411名成员在两个品牌社区和一个产品类别论坛在6个月内，转换成本计算为每个成员使用10年的产品发布和定价数据。结果与以前的研究一致，转换成本有显着的影响，减少产品采用。品牌社区参与也有克服转换成本的显着影响。然而，这些主要的影响是合格的互动，这样，最活跃的参与者更有可能购买新产品时，转换成本较高。独创性/价值-最重要的是，这些研究结果提供了独特的见解，金融转换成本和展示的方式，品牌社区的参与提供了一种方法来减轻转换成本的消费者谁会受到他们的影响。
Purpose The purpose of this paper is to investigate the competing effects of brand community participation, which should enhance loyalty to both the brand and to already-owned products, against switching costs, which should make consumers sensitive about the financial costs associated with new products. Design/methodology/approach Using the participation and weekly adoption data from 7,411 members in two brand communities and one product category forum over a six-month period, switching costs were computed for each member using 10 years of product release and pricing data. Findings Consistent with prior research, switching costs had a significant effect on reducing product adoption. Brand community participation also had a significant effect on overcoming switching costs. However, these main effects were qualified by an interaction, such that the most active participants were more likely to buy the new product when switching costs were higher. Originality/value Most importantly, these findings provide unique insights into financial switching costs and demonstrate ways in which brand community participation provides a way to mitigate switching costs for consumers who would most be affected by them.