Building a comprehensive model to investigate factors behind switching intention of high-technology products

Abstract

Purpose The purpose of this study is to determine the factors that underpin consumer switching intention in the smartphone industry. Most of the literature on brand switching uses conventional models that lack the ability to explain this behavior for high-technology products. Such products have unique characteristics that make the switching process more challenging from the consumer perspective. Design/methodology/approach The proposed model is built based on the related theories that consider the distinctive aspects of high-technology products. Furthermore, two variables “relative advantage of product features” and “company innovativeness” are introduced for the first time to evaluate consumer attitude to switch a high-technology product. The smartphone industry was selected to test the proposed model, where an online survey was sent to Apple and Samsung users. Findings The results confirm the expectation that perceived product usefulness, perceived ease of use and relative advantage of product features are the major factors driving the intention of users to switch, whereas subjective norms have limited impact. The financial cost of switching is the main barrier to consumers’ decision to switch to a new technology. The pleasure consumers feel toward their brand and the other brand is positively associated with their attitude toward switching. Research limitations/implications This research contributes to the literature on brand switching by introducing a comprehensive model that explains consumer switching behavior of high-technology products. Research findings would allow managers to draft better marketing strategies to improve consumer brand awareness. Originality/value The majority of literature on brand switching uses simple models to explain consumer behavior. This study is the first attempt to build a comprehensive model that considers the characteristics of high-technology products and how they shape consumer behavior during the decision-making process.