World Wide Web

Communication

Moderation

Construct (python library)

Social psychology

Variety (cybernetics)

Telecommunications

Computer science

Business

Computer network

Habit

Internet privacy

Advertising

Psychology

Artificial intelligence

Mobile device

Affect (linguistics)

Internet Research

Purpose Smartphones have become a critical medium by which people remain in contact with family, friends, and colleagues. A variety of factors have contributed to the rapid prevalence of smartphones. The most influential factor is definitely the mobile platform or mobile operating system (OS). The purpose of this paper is to employ a theoretical framework based on an information systems success model and a theory values to examine the factors that affect smartphone users’ switching mobile OSs. Habit is regarded as a moderating variable to construct an integrated research model which helps researchers unveil the puzzle of users’ switching mobile OSs.

Why do people switch mobile platforms? The moderating role of habit