The impact of pioneer adopter characteristics and perceptions on the perceived costs of switching to a follower product
The impact of pioneer adopter characteristics and perceptions on the perceived costs of switching to a follower product
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DOI：
10.1108/apjml-03-2018-0113
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发表时间：
2019-09
影响因子：
3.7
通讯作者：
M. Parry;Sumita Sarma
中科院分区：
文献类型：
--
作者：
M. Parry;Sumita Sarma
目的本文的目的是提出并检验一个模型，在该模型中，从先驱产品转换的感知购买后货币成本和时间成本是比较追随者产品与先驱产品的感知难度、先驱产品被采用者使用的各种方式、先驱采用者对先驱产品的满意度先驱采用者对追随者产品的熟悉程度以及对使用先驱产品的其他家庭成员转换的预期反应。设计/方法/方式-作者测试这个模型从518日本iPad用户收集的数据。使用结构方程模型对假设进行评估。结果-作者发现，每个假设的自变量是相关的假设方向与一种或两种类型的转换成本。研究限制/影响-研究结果表明，先锋产品的使用，其他家庭用户的先锋产品和先锋和追随者产品之间的比较困难的负面反应的各种感知的感知成本从先锋切换到追随者产品的看法有重要的影响。实用意义-研究结果表明，负责推出追随者产品的经理可以降低感知成本，从先锋产品通过特定的产品设计和沟通决策切换。独创性/价值与以前的转换成本的研究相比，本文侧重于转换成本的先驱采用者和研究的重要性，先驱追随者的产品比较的困难，先锋产品的使用和其他家庭用户的先锋产品的负面反应。
Purpose The purpose of this paper is to propose and test a model in which the perceived post-purchase monetary costs and time costs of switching from a pioneer product are a function of the perceived difficulty of comparing follower products with the pioneer product, the variety of ways in which the pioneer product is used by an adopter, pioneer adopter satisfaction with the pioneer, the familiarity of the pioneer adopter with follower products and the anticipated reactions to switching of other household members who use the pioneer product. Design/methodology/approach The authors test this model with data collected from 518 Japanese iPad owners. Hypotheses are evaluated using structural equation modeling. Findings The authors find that each of the hypothesized independent variables is related in the hypothesized direction with one or both types of switching costs. Research limitations/implications Findings indicate that the variety of pioneer product use, the perceived negative reaction of other household users of the pioneer product and comparison difficulties between the pioneer and follower product have an important influence on the perceptions of the perceived costs of switching from a pioneer to a follower product. Practical implications Findings suggest that managers responsible for launching follower products can lower the perceived costs of switching from a pioneer product through specific product design and communication decisions. Originality/value In contrast with prior switching-cost research, this paper focuses on switching costs as perceived by pioneer adopters and examining the importance of pioneer-follower product comparison difficulties, the variety of pioneer product use and the negative reactions of other household users of the pioneer product.