کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
880429 | 1471451 | 2009 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The impact of adoption timing on new service usage and early disadoption
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
Post-adoption usage can be a crucial element in obtaining substantial revenues from new service introduction, especially when adopters display low usage levels or decide to disadopt the service altogether. Here, the authors specifically examine the effects of adoption timing on post-adoption usage and disadoption. Using a longitudinal, individual-level usage data set of 6296 adopters of a new telecom service, they show that the earliest adopters have lower initial usage levels than do later adopters. However, early adopters show increasing usage after adoption, whereas late adopters tend to decrease their usage over time. Also, disadoption rates are higher among later adopters.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 26, Issue 4, December 2009, Pages 304–313
Journal: International Journal of Research in Marketing - Volume 26, Issue 4, December 2009, Pages 304–313
نویسندگان
Remco Prins, Peter C. Verhoef, Philip Hans Franses,