Empirical Study of Online Auction Seller Switching: The Case of Yahoo vs. Ruten in Taiwan

Most online auction platform providers (OAPPs) agree that the majority of their profits comes from users, i.e., their buyers and sellers. The major concern of OAPPs is how to gain and lock in users in order to maintain and enhance a competitive edge. Customer switching is one of the primary problems of all companies, including OAPPs. This study focused on online auction sellers and attempted to understand their switching behavior. We developed an integrated model that consisted of OAPP strategies (anti-switching and anti-lock-in), value-based factors (platform qualities and switching costs), lock-in factors (network effects), and perceived values to explore the switching intentions of online auction sellers. The model was tested using a field study of 248 sellers from two online auction websites. The results show that OAPP strategies will affect switching costs which affect perceived value which, in turn, impacts a seller’s switching behavior. Our findings indicate that value-based factors directly influence perceived value which could suitably explain a seller’s decision to switch from one OAPP to another. The study suggests that OAPPs should develop strategies and leverage the network effect to avoid customer switching

Effects of user experience on user resistance to change to the voice user interface of an in‑vehicle infotainment system: Implications for platform and standards competition

This study examines the effects of user experience on user resistance to change—particularly, on the relationship between user resistance to change and its antecedents (i.e. switching costs and perceived value) in the context of the voice user interface of an in-vehicle infotainment (IVI) system. This research offers several salient findings. First, it shows that user experience positively moderates the relationship between uncertainty costs (one type of switching cost) and user resistance. It also negatively moderates the association between perceived value and user resistance. Second, the research test results demonstrate that users with a high degree of prior experience with the voice user interface of other smart devices exhibit low user resistance to change to the voice user interface in an IVI system. Third, we show that three types of switching costs (transition costs, in particular) may directly influence users to resist a change to the voice user interface. Fourth, our test results empirically demonstrate that both switching costs and perceived value affect user resistance to change in the context of an IVI system, which differs from the traditional IS research setting (i.e. enterprise systems). These findings may guide not only platform leaders in designing user interfaces, user experiences, and marketing strategies, but also firms that want to defend themselves from platform envelopment while devising defensive strategies in platform and standards competition

Cloud Services Adoption: An Exploratory Investigation

Cloud computing enables customers to rent IT when needed. From technology\u27s point of view, the advent of cloud computing finally makes the long-held idea of computing as a utility to be realized. However, from business’ perspective, the acceptance of cloud computing depends not only on the technology availability, but more on the business readiness. A systematic approach to evaluate the business value of adopting cloud services for potential users is needed. Following Diffusion of innovation theory, and by interviewing five companies, we identified three important factors and one moderating variable that may influence firms\u27 intention of adopting cloud services. We then collected data from 200 firms to examine the validity of the proposed model. Our findings indicate that perceived benefits and business concerns are the primary two factors when a firm evaluates its cloud adoption. Nevertheless, environment pressure from trading partners becomes the main driver to their final adoption