Study on free trial decision-making of IT products and services from an IT company's perspective

PurposeThis study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.Design/methodology/approachThe author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.FindingsThe refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.Practical implicationsThe study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.Originality/valueThe authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

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Unveiling the key drivers of continuity in the Indian IT domain: an integrated IRP-TISM approach

Khan,

Nasim

2024

TQM

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PurposeOrganizational transformation and widescale upgradation of working conditions have resulted in disrupted work–life balance and employee health. In this era of drastic change interventions taking place, there is an urgent need to balance organizational changes simultaneously with forces of continuity. It is essential to consider these forces of continuity with respect to employees’ well-being.Design/methodology/approachThis research employs an integrated approach, which consists of two distinct stages. In the first stage, the relevant forces of continuity are identified, validated and ranked with reference to employees’ subjective well-being. In the second stage, TISM-derived criterion weights are utilized to obtain the final ranking of these forces.FindingsThis paper has identified six forces of continuity operating in the information technology (IT) sector and constructed a unique IRP model. Findings advocate that preserving organizational culture and following performance standards were at the upper levels and were found to be the most significant forces influencing employees’ well-being.Practical implicationsThe established framework for continuity forces among IT professionals offers a potential solution to the challenges encountered by organizations in mitigating the adverse change effects on the employees. This framework offers a means to boost their performance by improving organizational effectiveness through the enhancement of strategic change management.Originality/valueThis is one of the pioneering studies providing a breakthrough in applying the multi-criteria decision-making techniques in organizational behavior and human resource management. As per our awareness, this is the first study incorporating the IRP-TISM technique to recognize and prioritize the forces of continuity for Indian IT professionals.

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Study on free trial decision-making of IT products and services from an IT company's perspective

Cited by 3 publications

References 37 publications

Mobile-based employee performance professional assessment applications

Mobile-based employee performance professional assessment applications

Young consumers' online experiential consumption behavior of foreign contemporary music: generational and gender differences in the refined stimulus-organism-response theory

Unveiling the key drivers of continuity in the Indian IT domain: an integrated IRP-TISM approach

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