TY - GEN
T1 - How loyal are you? Continuance intention and word of mouth in Free/Libre Open Source Software
AU - Choi, Namjoo
PY - 2009
Y1 - 2009
N2 - Free/Libre Open Source Software (FLOSS) has begun to attract increasing numbers of non-technical end-users. Drawing upon information systems (IS) post-adoption research and other relevant research including IS success, consumer behavior, and FLOSS, the current proposed study will open a necessary but unexplored new research agenda: non-technical end-users' continued FLOSS usage behaviors and examine the phenomenon by proposing a model. The study will further examine the proposed model by comparing two distinct user populations (i.e., regular loyal users vs. dedicated loyal users), and identify the factors that are more prominent in the dedicated loyal user population. The research will also conduct a case study on an exemplary community-led marketing campaign (i.e., Spreadfirefox.com) to examine how the practice of word of mouth is made more effective through its dedicated loyal users' active contributions. In addition to its theoretical contribution to FLOSS research, the research will generate a range of practical implications for FLOSS communities as to how they can achieve a much stronger loyal user base and benefit from their contributions.
AB - Free/Libre Open Source Software (FLOSS) has begun to attract increasing numbers of non-technical end-users. Drawing upon information systems (IS) post-adoption research and other relevant research including IS success, consumer behavior, and FLOSS, the current proposed study will open a necessary but unexplored new research agenda: non-technical end-users' continued FLOSS usage behaviors and examine the phenomenon by proposing a model. The study will further examine the proposed model by comparing two distinct user populations (i.e., regular loyal users vs. dedicated loyal users), and identify the factors that are more prominent in the dedicated loyal user population. The research will also conduct a case study on an exemplary community-led marketing campaign (i.e., Spreadfirefox.com) to examine how the practice of word of mouth is made more effective through its dedicated loyal users' active contributions. In addition to its theoretical contribution to FLOSS research, the research will generate a range of practical implications for FLOSS communities as to how they can achieve a much stronger loyal user base and benefit from their contributions.
KW - Community-led marketing
KW - Free/Libre Open Source Software (FLOSS)
KW - Post-adoption behavior
KW - User loyalty
KW - User satisfaction
KW - Word of mouth
UR - http://www.scopus.com/inward/record.url?scp=84870283812&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84870283812&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84870283812
SN - 9781615675814
T3 - 15th Americas Conference on Information Systems 2009, AMCIS 2009
SP - 151
EP - 158
BT - 15th Americas Conference on Information Systems 2009, AMCIS 2009
T2 - 15th Americas Conference on Information Systems 2009, AMCIS 2009
Y2 - 6 August 2009 through 9 August 2009
ER -
