abstract: The recent changes in the software markets gave users an unprecedented number
of alternatives for any given task. In such a competitive environment, it is imperative
to understand what drives user behavior. To that end, the research presented in
this dissertation, tries to uncover the impact of business strategies often used in the
software markets.
The dissertation is organized into three distinct studies into user choice and post
choice use of software. First using social judgment theory as foundation, zero price
strategies effects on user choice is investigated, with respect to product features,
consumer characteristics, and context effects. Second, role of social features in
moderating network effects on user choice is studied. And finally, the role of social
features on the effectiveness of add-on content strategy on continued user engagement
is investigated.
The findings of this dissertation highlight the alignments between popular business
strategies and broad software context. The dissertation contributes to the litera-
ture by uncovering hitherto overlooked complementarities between business strategy
and product features: (1) zero price strategy enhances utilitarian features but not
non-utilitarian features in software choice, (2) social features only enhance network
externalities but not social influence in user choice, (3) social features enhance the
effect of add-on content strategy in extending software engagement. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2016
Identifer | oai:union.ndltd.org:asu.edu/item:39417 |
Date | January 2016 |
Contributors | Kanat, Irfan Emrah (Author), Santanam, Raghu (Advisor), Vinze, Ajay (Advisor), Gu, Bin (Committee member), Arizona State University (Publisher) |
Source Sets | Arizona State University |
Language | English |
Detected Language | English |
Type | Doctoral Dissertation |
Format | 104 pages |
Rights | http://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved |
Page generated in 0.0019 seconds