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標題: How to encourage customers to use legal software
作者: Chiu, H.C.
Hsieh, Y.C.
Wang, M.C.
關鍵字: antipiracy;piracy;retention;software;stayers;switchers;ethical decision-making;service providers;switching barriers;empirical-evidence;piracy;model;satisfaction;consequences;behavior;impact
Project: Journal of Business Ethics
期刊/報告no:: Journal of Business Ethics, Volume 80, Issue 3, Page(s) 583-595.
This study attempts to identify customer retention strategies for legal software and discusses their effectiveness for three consumer groups (stayers, dissatisfied switchers, and satisfied switchers). Although previous studies propose several antipirating strategies, they do not discuss how to enhance customer intentions to use legal software, which is crucial for software companies. The authors provide four generic retention strategies developed from both antipiracy and customer loyalty literature. The results indicate lower-pricing, legal, communication, and product strategies all enhance customer purchase intentions toward legal software. The lower-pricing strategy is more useful for stayers and dissatisfied switchers, and the communication strategy is most useful for dissatisfied switchers. Both the legal and product strategies have similar impacts on purchase intentions across the three segments. From a firm perspective, a product strategy is most worthwhile and useful across all segments.
ISSN: 0167-4544
DOI: 10.1007/s10551-007-9456-7
Appears in Collections:期刊論文

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