Abstract
This paper, whose purpose is to explore psychological factor to users’ behavioral intention with applying two distinct methodologies: Partial Least Squares Path Modelling (PLS-PM) and Fuzzy Set Qualitative Comparative Analysis (fs/QCA), on a theoretical question about smartphone perceptions. We compare how these two analytic perspectives differ by examining psychological factors that lead smartphone users to oppose alternative branded phones. To contribute to methodology, we illustrate how recently developed fs/QCA approach can provide an alternative way to analyze outcomes from PLS in management. To contribute substantively, we explore the extent to which threats to technological self-esteem which we are interested in and other cognitive factors affect opposition to the alternative technologies. This study focuses on figuring out other psychological possibilities based on the relationship of threats to tech self-esteem and opposing with different analytic methods by adopting 300 qualified questionnaires based on the previous research. After applying the two distinct techniques on the same study dataset, we summarized the results and conclude some findings. First, TTSE is necessary and sufficient to OPPOSING while it supported that fs/QCA and PLS-PM are complementary in explaining symmetric relationships. However, fs/QCA can extend our domain understanding with asymmetric relationships based on the other two findings. One is the second combinations of antecedents, BIDEN*~SEFF*USC*~HABIT, is an alternative explanation to the opposition behavior on rival smartphone. The other is BIDEN*~SEFF*USC*~HABIT is sufficient for opposition that can’t be found in PLS-PM. The three findings reinterpreted and gave deeper description of the relationship between psychological factors for smartphone users and their opposition on alternative phone.