{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,31]],"date-time":"2026-01-31T01:44:51Z","timestamp":1769823891671,"version":"3.49.0"},"reference-count":50,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2019,10,2]],"date-time":"2019-10-02T00:00:00Z","timestamp":1569974400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2019,10,2]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to explain the \u201cgood-to-good\u201d app switching phenomenon that has not been specifically addressed in the prior switching literature. Drawing on the consumer learning theory, this study explores how external social word of mouth (WOM) and internal satisfaction influence app users\u2019 switching intention through social learning route and analogical learning route. This study also examines the moderating effect of app heterogeneity.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>An online survey was used to collect data. Two categories of mobile apps with different levels of within-category heterogeneity were targeted in survey questions. A total of 525 valid survey responses were collected.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Social WOM about a competing app increases users\u2019 switching intention through both social norm influence and social information influence, resulting in a direct effect on switching intention and an indirect effect through the perceived attractiveness of a competing app. Users\u2019 satisfaction with an adopted app positively influences the perceived attractiveness of an unadopted competing app, offering evidence for analogical learning in user switching. Meanwhile, users\u2019 satisfaction imposes a direct negative effect on switching intention. A higher level of within-category heterogeneity strengthens (weakens) the positive effect of social WOM (satisfaction) on users\u2019 perceived attractiveness of a competing app.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study complements the existing switching literature by disentangling the \u201cgood-to-good\u201d switching phenomenon in the mobile app market from the consumer learning perspective. This study extends the understanding of cross-category user switching by considering different levels of product heterogeneity.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/intr-07-2018-0310","type":"journal-article","created":{"date-parts":[[2019,10,8]],"date-time":"2019-10-08T07:04:22Z","timestamp":1570518262000},"page":"611-630","source":"Crossref","is-referenced-by-count":20,"title":["I like my app but I wanna try yours: exploring user switching from a learning perspective"],"prefix":"10.1108","volume":"30","author":[{"given":"Jie","family":"Gu","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xiaolun","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Tian","family":"Lu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"issue":"7","key":"key2020071607310977500_ref001","doi-asserted-by":"crossref","first-page":"1177","DOI":"10.1016\/j.tele.2017.05.008","article-title":"Social media in marketing: a review and analysis of the existing literature","volume":"34","year":"2017","journal-title":"Telematics and Informatics"},{"issue":"3","key":"key2020071607310977500_ref002","doi-asserted-by":"crossref","first-page":"297","DOI":"10.1509\/jmr.14.0380","article-title":"The effect of electronic word of mouth on sales: a meta-analytic review of platform, product, and metric factors","volume":"53","year":"2016","journal-title":"Journal of Marketing Research"},{"key":"key2020071607310977500_ref003","unstructured":"Bandura, A. 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