A Consumer Perspective on Mobile Service Platforms: A Conjoint Analysis Approach

A1 Journal article (refereed)


Internal Authors/Editors


Publication Details

List of Authors: Shahrok Nikou, Harry Bouwman, Mark de Reuver
Publisher: AIS Electronic Library
Publication year: 2014
Journal: Communications of the Association for Information Systems
Volume number: 34
Start page: 1409
End page: 1424
eISSN: 1529-3181


Abstract

Digital platforms need to attract both application developers and end users. Existing literature suggests various
strategies related to openness, flexibility, and generativity to attract application developers. However, how
consumers make decisions on adopting platforms has not been studied. This paper studies which characteristics of
digital platforms consumers most prefer. We focus on mobile platforms where application stores, operator portals,
and service provider platforms compete for the consumer’s attention. We conducted a conjoint analysis among 166
consumers to determine the most important characteristics of the mobile platforms. We found that applicationrelated
characteristics were most important, especially the number of available applications. Governance-related
and technical characteristics were hardly important. Platform characteristics were considerably less important than
the brand of the operating system linked to the platform. These findings were consistent between European and
Chinese users, and between males and females. The study paves the way for IS scholars to integrate consumer
perspectives in the provider-dominated discourse of digital platforms.
Digital platforms need to attract both application developers and end users. Existing literature suggests various strategies related to openness, flexibility, and generativity to attract application developers. However, how consumers make decisions on adopting platforms has not been studied. This paper studies which characteristics of digital platforms consumers most prefer. We focus on mobile platforms where application stores, operator portals, and service provider platforms compete for the consumer’s attention. We conducted a conjoint analysis among 166 consumers to determine the most important characteristics of the mobile platforms. We found that applicationrelated characteristics were most important, especially the number of available applications. Governance-related and technical characteristics were hardly important. Platform characteristics were considerably less important than
the brand of the operating system linked to the platform. These findings were consistent between European and Chinese users, and between males and females. The study paves the way for IS scholars to integrate consumer perspectives in the provider-dominated discourse of digital platforms


Keywords

Adoption, Cluster analysis, Conjoint analysis, Digital Platform, Governance, Mobile Paltforms

Last updated on 2019-18-10 at 03:08