Post-Adoption Switching Between Technology Options: Research in Progress

Researchers have studied extensively the factors leading to individuals’ adoption of technology products, usually under the assumption that these products are innovations without direct competitions. However, in practice users often have to choose among products that are similar in functionality and highly substitutable, and the decision to use a specific technology product is accompanied by reduction or discontinuance of usage of a product that was adopted and carries similar functions. This study thereby proposes and empirically tests a theoretical model in explaining users’ post-adoption decisions to switch between highly substitutable technology products.