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On-demand service platforms pro/anti adoption cognition: Examining the context-specific reasons

机译:按需服务平台Pro / Anti Geation认知:检查具体情况的原因

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摘要

The rise of digital platforms as new sociotechnical systems is profoundly transforming the market trajectory. Drawing on Behavioural Reasoning Theory, this study seeks to improve our understanding of consumers' rational decision-making and investigate how reasons influence motives and intentions toward using On-Demand Service Platforms (ODSPs). We empirically examined acceptance and resistance reasons in a single framework by analysing 523 respondents' data. The results demonstrate that the proposed model can explain the variance of consumers' rational decision-making in adopting or rejecting ODSPs. In addition, the findings underline the effect of reasons against on reasons for and the moderating role of inertia and perceived effectiveness of structural assurance in our research framework. Theoretically, current study contributes to the literature by realizing the influential context-specific reasons of prospective consumers for/against using digital platforms, highlighting the importance of consumers' loss aversion, and examining the moderating conditions. Practically, the results bring new insights for both managers and practitioners in line with the prosperity of digital platforms.
机译:作为新的社会科技系统的数字平台的兴起是深刻的转变市场轨迹。借鉴行为推理理论,本研究旨在提高我们对消费者合理决策的理解,并调查对使用按需服务平台(ODSPS)的动机和意图的原因。我们通过分析523个受访者的数据,在单一框架中经验检查了接受和抵抗原因。结果表明,拟议的模型可以解释消费者合理决策在采用或拒绝ODSPS方面的差异。此外,调查结果强调了原因对惯性的原因和调节作用的影响,以及在我们的研究框架中的结构保障的有效性。从理论上讲,目前的研究通过实现潜在消费者的有影响力的上下文的特定原因来促进使用数字平台的影响,突出消费者损失厌恶的重要性,并检查了调节条件。实际上,结果为管理人员和从业者符合数字平台的繁荣带来了新的见解。

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