A deeper understanding of switching intention and the perceptions of non-subscribers
Information Technology & People
ISSN: 0959-3845
Article publication date: 25 April 2022
Issue publication date: 21 March 2023
Abstract
Purpose
Most previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or service and remain “non-users.” This study aims to understand free platform users' intention to switch to paid subscription platforms.
Design/methodology/approach
This study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method. A total of 446 free users were collected from Facebook and Line for data analysis.
Findings
Results show that perceived intrusiveness is the push factor and alternative attractiveness is the pull factor and that both have a positive impact on the switching intention of non-subscribers. Habit represents the mooring factor and negative affects switching intention. Perceived convenience and perceived enjoyment are shown to be two significant habitual antecedents. Furthermore, habit is revealed to moderate the effect of users' perceived advertisement intrusion and alternative attractiveness on switching intention to strengthen positive impact when the habit is strong.
Originality/value
This study is one of the pioneering studies to consider free-to-paid switching behavior on media services using PPM's structural equation model. Contrary to previous research, the study found that, in the context of the free-to-paid transition, highly accustomed users' perception of pull factors and push factors were strengthened, thus generating the tendency to switch platforms.
Keywords
Acknowledgements
The authors declare that this research received no external funding.
Citation
Tsai, L.L. (2023), "A deeper understanding of switching intention and the perceptions of non-subscribers", Information Technology & People, Vol. 36 No. 2, pp. 785-807. https://doi.org/10.1108/ITP-04-2021-0255
Publisher
:Emerald Publishing Limited
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