Date of Graduation
12-2023
Document Type
Dissertation
Degree Name
Doctor of Philosophy in Business Administration (PhD)
Degree Level
Graduate
Department
Information Systems
Advisor/Mentor
Varun Grover
Committee Member
Steelman, Zach
Second Committee Member
Young, Amber Grace
Third Committee Member
Ahuja, Manju
Keywords
consumer behavior, consumer value, digital platform, mixed method, usage behavior
Abstract
The focus of this research is to develop a comprehensive understanding of multi-platforming behavior (MPB), which refers to the use of multiple platforms within the same class. While MPB is defined here, the exact nature of this behavior remains a central question addressed in this research. The increasing prevalence of consumers using multiple platforms (ComScore, 2017) necessitates a deeper understanding of usage complexity (Burton-jones et al., 2017) and the value that platforms hold for consumers (McIntyre & Srinivasan, 2017). Consumers evaluate the portfolio of platforms they use when making usage decisions. Examining comparative usage between platforms has implications for both practice and research. Established factors that influence usage may not operate the same in the context of MPB, and understanding these factors, along with consumer value perceptions, is essential to understand the evaluation process engaged in by consumers. Platform owners can benefit from understanding this evaluation process, as consumer decision-making involves considerations beyond the platform itself. This dissertation integrates research on digital platforms, consumer value, substitutive and complementary products, digital options, and product preference with consumer perspectives to develop and test a model of multi-platforming behavior. An initial model was developed and integrated with an inductive model based on 52 interviews in an exploratory-sequential approach (Edmonds & Kennedy, 2017; Venkatesh et al., 2013). A survey was then conducted with a sample of 867 consumers using multiple platforms in three contexts: social media, gaming, and mobile platforms. The data was analyzed using partial least squares structural equation modeling (PLS-SEM). This approach enhances the generalizability of the model by examining multiple contexts with varying levels of MPB and facilitates an in-depth understanding of MPB within each specific context. To measure platform substitutability (PS), a multi-level formative measure is developed, enabling a comprehensive assessment of value perceptions across multiple platforms. This construct incorporates a unique calculation of value that integrates consumer responses to value metrics and effectively measures the level of unique value derived from each platform. The measure of MPB encompasses both individual platform usage and relative usage behavior. This research further explores the influence of factors such as price, effort, preference, and convenience on MPB, along with their interaction with and impact of PS on MPB. By addressing these research objectives, this dissertation contributes to the understanding of MPB and provides valuable insights for platform owners, practitioners, and researchers. The findings offer a deeper understanding of consumer evaluation processes and value perceptions and highlight the dynamic factors influencing multi-platform usage behavior.
Citation
Large, J. (2023). Understanding Multi-Platforming Behavior. Graduate Theses and Dissertations Retrieved from https://scholarworks.uark.edu/etd/5175