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Pengaruh First-Mover Advantage Terhadap Consumer Switching Behavior; Studi Pada E-wallet di Indonesia
Researches on first-mover advantage (FMA) generally studies the influence of being a first-mover on indicators such as market share, company performance, and survivability. Limited attention has been paid to propensity to switch, that we deemed as a relevant and useful indicator of FMA. We conduct a research on customer switching behavior that incorporates aspect of FMA theory to test whether attributes of first mover has significant influence on customers? switching intention toward the late entrants. Research was done in e-wallet market in Indonesia with OVO (first-mover in the market) users as the research subject. Within push-pull-mooring (PPM) framework, a model was developed to test the influence of six variables on switching intention. The six variables tested are: perceived risk, switching cost, attitude to pioneer, transfer trust, economic benefit, and transaction convenience. Based on data analysis of 263 respondents from five major cities in Indonesia, the model is tested using Partial Least Squared Structural Equation Modelling (PLS-SEM) method. The results of the analysis conclude that transfer trust, economic benefit, and transaction convenience positively influences customers? switching intention. The research did not find that perceived risk, switching cost, and attitude to pioneer; to assert influence on switching intention. The results yield both practical and theoretical implications.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12517 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2020 |
|---|---|
| Edisi | - |
| Subjek | E Switching Cost Wallet Push First Mover Advantage Customer Switching Behavior Switching Intention Attitude to Pioneer pull mooring |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 121 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |