從計畫性過時觀點與推－拉－繫住力模型來探討個人電腦作業系統升級意圖

徐士傑; 洪郁雯; 鄭光廷; 賴志傑

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P143 - 174

基础与应用科学 > 资讯科学
社会科学 > 管理学

DOI： 10.6382/JIM

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从计画性过时观点与推－拉－系住力模型来探讨个人电脑作业系统升级意图

Using Planned Obsolescence and Push-Pull-Mooring Model to Explore Users' PC-OS Upgrading Intentions

徐士杰(Jack Shih-Chieh Hsu) ；洪郁雯(Yu-Wen Hung) ；郑光廷(Kuang-Ting Cheng) ；赖志杰(Chih-Chieh Lai)

资讯管理学报； 27 卷 2 期 (2020 / 04 / 30) ， P143 - 174

繁体中文

计画性过时；推－拉－系住力模型；作业系统升级； planned obsolescence ； push-pull-mooring model ； OS upgrading intentions

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摘要 │ 参考文献 (98) │ 国际计量

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Purpose-Planned obsolescence is a marketing strategy of planning and making products with a limited useful life, or making products obsolete to motive the consumers buying ＂new and improved＂ products. This study is to examine why Windows 7 users upgrade to Windows 10 while Microsoft support for Windows 7 was officially over. Users can upgrade to Windows 10 either with a genuine copy or with a pirated copy. Use of a pirated Windows 10 impacts Microsoft's revenue. Therefore, this study proposes a model blending planned obsolescence and push-pull-mooring (PPM) model to explore the drivers of users' intention to upgrade of genuine and the pirated one. Design/methodology/approach-This study develops a model based on the push-pull-mooring model that investigates how push factors (planned obsolescence, no mainstream support, and no supported hardware), pull factors (subjective norms and relative advantage), and mooring factors (switching costs and software compatibility) explain intention to upgrade of genuine and the pirated operating system. The model is tested via a survey of Windows 7 users. Findings-Planned obsolescence is found to significantly positively impact the intention to upgrade the genuine and pirated operating system. Switching cost is found to negatively impact intention to upgrade of the genuine one but to positively impact intention to the pirated one. Moreover, subjective norms and relative advantages are found to positively influence the intention to upgrade of the genuine one. Software compatibility is found to have a partially positive relationship with the intention to upgrade the pirated one. Research limitations/implications-This study collected data from Windows 7 users in Taiwan. The results might be limited by Taiwan's consumer culture. Future research may collect data from different countries to verify the framework proposed by this study. Practical implications-This paper provides software providers with suggestions and guidelines to promote new version of software. Strategically, software providers can use planned obsolescence strategy (as a push factor) to motivate users to upgrade their software. For example, the users notice that any supports or services for an old version will be ended. For marketing, managers can apply word-of-mouth marketing and innovation communication (as a pull factor), by which users can have more knowledge before upgrading new version. For management, managers have to pay attention to users' pain points during users' upgrading process and lower users' conversion cost, e.g., providing a fast and risk-free conversion process to lower customer setup costs. Originality/value－This study expands the field of PPM in vertical conversion and to examine the impact of planned obsolescence strategy on personal operating system upgrades. While previous studies focused on the product/service switching, this study apply PPM in the special conversion phenomenon. This paper concludes with implications for practitioners and future directions for PPM and vertical conversion are also discussed.

参考文献 ( 98 ) 〈TOP〉

Hou, A.C.Y.,Chern, C.-C.,Chen, H.-G.,Chen, Y.-C.(2011).‘Migrating to a new virtual world’: Exploring MMORPG switching through human migration theory.Computers in Human Behavior,27(5),1892-1903.
连结：
Lai, M.-C.,Chou, M.-Y.,Lun, X.X.P.(2017).A study on brand switching intention of luxury car owners based on the push-pull-mooring theory.Marketing Review,14(3),263-291.
连结：
Yu, C.-S.,Chantatub, W.,Mendi, B.(2017).Factors for user intention to switch browsers: A cross-national survey.International Journal of Electronic Commerce Studies,18(2),146-172.
连结：
侯正裕,陈静枝(2012)。「网际迁移」－以人口迁移理论探索社交网站的转换─举 Plurk 为例。中华民国资讯管理学报，19(1)，105-132。
连结：
赖明政,周孟颖(2017)。应用 PPM 理论探讨高级进口车顾客之转换意图。行销评论，14(3)，263-291。
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