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

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

徐士傑(Jack Shih-Chieh Hsu) ； 洪郁雯(Yu-Wen Hung) ； 鄭光廷(Kuang-Ting Cheng) ； 賴志傑(Chih-Chieh Lai)

《資訊管理學報》 27卷2期 (2020/04) Pp. 143-174

摘要

在商業的市場中，計畫性過時是廠商透過頻繁的更新設計，以及終止產品維修與更新，來促使消費者購買新產品的一種營銷策略，藉此可以獲取得更多的利潤。以目前微軟為了要推廣Windows 10為例，其在官網上宣布停止最穩定的作業系統Windows 7時程表，也是採取了計畫性過時的手法。針對這個議題，本研究從計畫性過時的觀點出發，結合推－拉－繫住力模式，建立了一個關於作業系統升級的模型，同時探討使用者對於正版與盜版兩種不同升級方式的意圖。透過問卷收集了296位目前使用Windows 7的使用者，經過PLS統計軟體驗證提出的模型與假說。結果顯示，計畫性過時會正向影響正版與盜版升級意圖；主觀規範、相對優勢會正向影響使用者正版升級意圖；轉換成本會提昇盜版升級意圖，同時也會負向影響正版升級意圖。

關鍵字

計畫性過時 ； 推－拉－繫住力模型 ； 作業系統升級

並列摘要

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.

並列關鍵字

planned obsolescence ； push-pull-mooring model ； OS upgrading intentions

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