Addressing the Review-Based Learning and Private Information Approaches to Foster Platform Continuance

Hung-Pin Shih () and Pei-Chen Sung ()
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Hung-Pin Shih: Freelancer of IT behavior
Pei-Chen Sung: Huaiyin Institute of Technology

Information Systems Frontiers, 2021, vol. 23, issue 3, No 10, 649-661

Abstract: Abstract Multi-sided platforms (MSPs) play the role as tech-enabled intermediaries that provide social networking sites to serve heterogeneous customer needs via complementary offerings, fostering direct and indirect connections between customers and third parties. However, the phenomenon of switching behavior in the post-adoption would likely destruct the success of platform business that depends on repeated customers and their continuance. Such a “use-to-goal-attainment gap” reveals the information about distinct driving forces of platform continuance. From the rational perspective, we take uses and gratifications (U&G) as the theoretical vehicle to examine the private information of personal experiences. We consider review-based learning as the adaptive approach to informational cascades. From the empirical surveys of 309 TripAdvisor (Taiwan) users, we found that the review-based learning approach plays a dual-role as the competing and supplemental driver of private information to foster platform continuance. Theoretical and managerial implications of platform continuance and business are discussed accordingly.

Keywords: Multi-sided platforms; Uses and gratifications; Private information approach; Informational cascades; Review-based learning; Platform continuance (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s10796-020-09985-4

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