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International Journal of Technology Marketing (4 papers in press)
Do Reductions in Switching Barriers in The US Mobile Service Industry Affect Contract and No-Contract Customers Differently? by Goitom Tesfom, Nancy Birch, Jeffrey Culver Abstract: In the past four years, the US mobile phone service industry has implemented changes related to product offerings and competition strategies. Mobile phone service providers have shifted from contract to no-contract plans, separated devices from service costs and begun challenging switching barriers by offering to refund the financial costs of potential switchers. This study examines customers perceptions of contract and no-contract mobile phone service plans regarding the impact of switching barriers on their decisions to change providers. Consistent with previous research, the study finds that contract and no-contract mobile phone service customers differ significantly in their perceptions of relational benefits, switching costs and availability and attractiveness of alternatives. However, in contrast with previous research, the study observes no significant differences in the length of time they intend to wait before switching and their perceptions of providers effort to recover a service. Implications of the findings for theory and practice conclude. Keywords: mobile phone service; service retailing; switching barriers; consumer perceptions. DOI: 10.1504/IJTMKT.2020.10024834
Blowing your Mind: A Conceptual Framework of Augmented Reality and Virtual Reality enhanced cultural visitor experiences using EEG experience measures by Dai-In Han, Jessika Weber, Marcel Bastiaansen, Ondrej Mitas, Xander Lub Abstract: Cultural tourism is regarded as a key contributor for economic growth in various destinations While increasing awareness and interest of different cultures play a key role, technology has made information and interaction at these sites more accessible and engaging An increasing amount of research is being conducted around the potential and implementation of AR and VR technology to enhance the visitor experience However, limited theoretical knowledge has been developed on how these need to be designed to facilitate forming memorable experiences at cultural tourism sites This study discusses elements affecting the visitor experience and discusses how AR and VR should
be designed to contribute to enhancing the experience and making it memorable from a theoretical perspective Further research recommendations are outlined that suggest the use of complementing research methodologies to better understand the nature of experiences in order to design AR and VR application more purpose-specifically. Keywords: cultural tourism; EEG; virtual reality; augmented reality; visitor experience. DOI: 10.1504/IJTMKT.2020.10023920
Turkish and Greek gift purchase behaviour and advertisement on traditional and online media communication tools based on gender differences by ANDRONIKI KAVOURA, Sezen Bozyigit, Eda Yasa Ozelturkay Abstract: The purpose of the research was to determine the way respondents from two different countries employ offline and online social media, namely: 1) to investigate Greek consumer preferences on the use of advertising tools when purchasing gifts; 2) to investigate Turkish consumer preferences on the use of advertising tools when purchasing gifts; 3) to identify differences in the advertising preferences with reference to offline and online media tools of different consumer cultures in terms of gender and nationality characteristics. Turkish and Greek men are more familiar than women with new technologies and paid more attention to online advertising media, a finding that sheds light to the contradictory results of literature so far. SMS advertising has significant differentiation between Greek and Turkish; Turkish have more preference for radio however Greek prefer magazine advertisements, justifying the significant role of traditional media even if literature argues for their obsolete role. Keywords: gift purchasing decisions; online media; offline media; gender differences; consumer behaviour; Turkey; Greece. DOI: 10.1504/IJTMKT.2020.10024469
An ISM based framework of variables affecting transactions in the online patent marketplace. by Nishad Deshpande, Asha Nagendra Abstract: With a number of marketplaces now available for selling/purchasing/licensing of patents, it is important to understand various enablers/barriers that enable transactions in the online marketplace. Using interpretive structural modelling, the present study identifies contextual relationships amongst variables to arrive at a framework that influences transactions in online patents marketplace. From the study, it was observed that the security of data is an important factor while transacting as it influences the trust in the online patent marketplace. Efficiency of online marketplace is influenced by the trust and transactions costs incurred by the users. Further, it was seen that the presence of various value-added features or tools (e.g., patent valuation aids, contract templates) is an important driver for usage of online market place. Information (such as transaction costs, previous sales price, etc.)which helps in easy price discovery adds to transparency of the online patent
marketplace thereby leading to more participation by users of the marketplace,
which in turn increases efficiency and usage of the online patent marketplace. Thus, this framework will help navigate the online marketplace and thereby help in enabling commercialisation of patents. Keywords: online IP marketplace framework; interpretive structural modelling; MICMAC analysis. DOI: 10.1504/IJTMKT.2020.10024516