Where academic tradition
meets the exciting future

You are here: TUCS > PUBLICATIONS > Publication Search > Do Consumers Care About Mobile...

Do Consumers Care About Mobile Service Platforms? A Conjoint Analysis on Consumer Preference for Mobile Platforms

Shahrokh Nikou, Harry Bouwman, Mark De Reuver, Do Consumers Care About Mobile Service Platforms? A Conjoint Analysis on Consumer Preference for Mobile Platforms. In: Eusebio Scornavacca (Ed.), Proceedings 11th ICMB 2012, 2012 International Conference on Mobile Business, 205–216, TuDelft, 2012.

Abstract:

Literature on Mobile Platforms focuses predominantly on strategic issues in managing multi-sided platforms as well as economic issues of two-sided markets. Most of this literature is highly conceptual and empirical research on the perceptions, preferences and behaviour of consumers is lacking. Moreover, scholars typically focus on device-related platforms like operating systems and app stores, while platforms developed by mobile operators are seldom discussed explicitly. In this paper, we therefore aim to understand the criteria and expectations of consumers to opt for a specific platform from a device manufacturer or operator. To do so, we developed and executed a questionnaire for conjoint analysis. The data for the conjoint analysis was collected from 88 Chinese researchers and students. The conjoint results show that most respondents strongly prefer mobile operating systems provided by Apple (iOS) and Google (Android) over Nokia (Symbian) and BlackBerry OS. Moreover, application cost is considered to play an important role in the decision making of consumers to opt a platform. The findings of the study indicate that respondents hardly find the provider of the platform important, i.e. they prefer service provider and device provider platforms over operator platforms.
Keywords: Mobile Service Platforms, Mobile OS, Conjoint Analysis, Android, Apple iOS, BlackBerry

BibTeX entry:

@INPROCEEDINGS{inpNiBoHaDe12a,
  title = {Do Consumers Care About Mobile Service Platforms? A Conjoint Analysis on Consumer Preference for Mobile Platforms},
  booktitle = {Proceedings 11th ICMB 2012},
  author = {Nikou, Shahrokh and Bouwman, Harry and Reuver, Mark De},
  series = {2012 International Conference on Mobile Business},
  editor = {Scornavacca, Eusebio},
  publisher = {TuDelft},
  pages = {205–216},
  year = {2012},
  keywords = {Mobile Service Platforms, Mobile OS, Conjoint Analysis, Android, Apple iOS, BlackBerry},
}

Belongs to TUCS Research Unit(s): Institute for Advanced Management Systems Research (IAMSR)

Publication Forum rating of this publication: level 1

Edit publication