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

Shahrokh Nikou, Willem Adriaan Bouwman, Mark de Reuver

Research output: Contribution to journalArticleScientificpeer-review

20 Citations (Scopus)

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
Original languageUndefined/Unknown
Pages (from-to)1409–1424
JournalCommunications of the Association for Information Systems
Volume34
Publication statusPublished - 2014
MoE publication typeA1 Journal article-refereed

Keywords

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

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