Why do users speak more positively about Mac OS X but are more loyal to Windows 7?
作者：
Highlights：
• Software provides users with two kinds of values – Hedonic Value (HV) and Utilitarian Value (UV).
• The study finds that UV impacts User Loyalty (UL)
• And HV impacts positive Word-of-Mouth (WOM).
• These distinctive impacts of UV and HV on UL and WOM respectively has implications for software design and development.
• Retaining existing users requires focus on UV while attracting new users requires focus on HV.
摘要
•Software provides users with two kinds of values – Hedonic Value (HV) and Utilitarian Value (UV).•The study finds that UV impacts User Loyalty (UL)•And HV impacts positive Word-of-Mouth (WOM).•These distinctive impacts of UV and HV on UL and WOM respectively has implications for software design and development.•Retaining existing users requires focus on UV while attracting new users requires focus on HV.
论文关键词：Hedonic value,Utilitarian value,User loyalty,Word-of-mouth
论文评审过程：Available online 8 December 2014.
论文官网地址：https://doi.org/10.1016/j.chb.2014.11.033
