Mobile Operating Systems’ Impact on Customer Value: IOS vs. Android

Xun, Jiyao, Chong, Woon Kian and Dolega, Les ORCID: 0000-0002-1340-6507 (2023) Mobile Operating Systems’ Impact on Customer Value: IOS vs. Android. Journal of Computer Information Systems, ahead- (ahead-). pp. 1-14.

Text Manuscript_Paper_2023.2.13_LD.docx - Author Accepted Manuscript Available under License Creative Commons Attribution. Download (282kB)

Abstract

Amidst the growing focus on media engagement and customer value in retail marketing literature, mobile commerce (MC) research has gained prominence. This research explores how customers employ mobile operating systems to engage with retailers and extract value within the context of Fast Moving Consumer Goods (FMCG) in retail. In Study 1, a survey involving 398 users uncovered that the customer handset OS moderates the effects of social media, traditional media engagement, and retail “place” on customer value. In Study 2, leveraging data from a foreign FMCG brand deeply immersed in social media platforms, we scrutinize how such engagement dynamics affect the influence of “place” on product sales across e-commerce and conventional retail channels. Our findings make significant theoretical contributions to comprehending customer value in MC, with practical implications for marketers, emphasizing the potential of customer mobile operating system as a valuable tool for effective marketing strategies.

Item Type:	Article
Divisions:	Faculty of Science and Engineering > School of Environmental Sciences
Depositing User:	Symplectic Admin
Date Deposited:	24 Jan 2024 09:24
Last Modified:	17 Mar 2024 19:14
DOI:	10.1080/08874417.2023.2292712
Related URLs:	Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3177964