ASU Electronic Theses and Dissertations
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The recent changes in the software markets gave users an unprecedented number of alternatives for any given task. In such a competitive environment, it is imperative to understand what drives user behavior. To that end, the research presented in this dissertation, tries to uncover the impact of business strategies often used in the software markets. The dissertation is organized into three distinct studies into user choice and post choice use of software. First using social judgment theory as foundation, zero price strategies effects on user choice is investigated, with respect to product features, consumer characteristics, and context effects. Second, role …
- Kanat, Irfan Emrah, Santanam, Raghu, Vinze, Ajay, et al.
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