By Chen Ye, Kevin C. Desouza, Sridhar R. Papagari Sangareddy, Sanjeev Jha
Communications of the ACM,
Vol. 51 No. 10, Pages 132-136
Scholars in marketing and consumer behavior have identified several factors that influence consumer switching in general. However, examining switching behavior between technology substitutes, especially in the case of consumer technologies, is salient for several reasons.
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