Customer Channel Preferences in the Finnish Banking Sector

2006

Internet Research

Purpose -To analyze press reader behavior in the digital medium: identify the main goals that lead readers to read the press and analyze their influence on the choice of digital newspapers. Moreover, the research analyses the moderator effect of user experience. Design/methodology/approach -First, qualitative studies were carried out which allow reader objectives to be identified and the hypotheses to be established. Subsequently a survey was applied to a representative sample of users. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model and a multi-sample analysis. Findings -The goals based on the search for specific information and for updated news have a positive effect on reading newspapers on the Internet. In contrast, there is no significant effect when reading is for entertainment. This last relationship has been found to be moderated by the user experience variable.Research limitations/implications -The main aspects which justify digital newspaper reading should be considered in order to increase its use. Similarly, attention is drawn to the probable evolution of reader behavior, which could depend on the level of user's experience with the Internet press. Originality/value -This is one of the first studies that analyses reader behavior on the part of the Internet press readership. In this sense, it provides a significant contribution in that it sets out to identify patterns of behavior on the part of readers of digital newspapers, as well as to study reader goals from a global perspective.

Section: Introductionmentioning

confidence: 99%

The choice of digital newspapers: influence of reader goals and user experience

2006

Internet Research

“…Nonetheless, research exists that could be a starting-point, since it analyses the preferences of consumers and their attitudes towards the possibility of using electronic and traditional channels in different sectors (e.g. Ihlström & Palmer 2002;Krampf & Griffith 2003;Mattila et al 2003;Richard & Chandra 2005). In the context of communication media, Cai (2003), Ferguson and Perse (2000), Tenopir and King (2002), and Dimmick et al (2000) define a digital medium as a functional alternative as compared to other traditional communication media.…”

Section: Analysis Of the Duality Of Media For Reading The Press Frommentioning

confidence: 99%

Digital versus Traditional Newspapers: Influences on Perceived Substitutability

International Journal of Market Research

2009

In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more ‘substitutable’. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.

“…Richard and Chandra (2005), Chang et al (2005) and Weinberg and Diehl (2004) study the internet adoption process and users' channel choice. More specifically, Black et al (2002) and Mattila et al (2003) analyse the reasons that lead consumers to choose different channels in the banking sector. In the context of communications media, Cai (2003); Ferguson and Perse (2000); Tenopir and King (2002) and Dimmick et al (2000), define a digital medium as a functional alternative compared to other traditional communications media.…”

Section: Duality Of News Mediamentioning

confidence: 99%

Perceived substitutability between digital and physical channels: the case of newspapers

Online Information Review

2007

Purpose -The purpose of this paper is to identify the main motivations that influence readers to read newspapers, and, to analyse their influence on the level of perceived substitutability between digital and traditional channels in the newspaper business. Design/methodology/approach -First, qualitative studies were carried out which allowed reader motivations to be identified and the hypotheses to be established. Subsequently an online survey was applied to a representative sample of users. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model. Findings -Results confirm that readers motivated by aspects related mainly to differential attributes of the internet versus traditional channels perceive them both as information conduits and not as substitutive products. Meanwhile, motivations that could be satisfied through both channels positively affect the level of perceived substitutability between digital and traditional newspapers. Nevertheless, readers prefer reading a newspaper in the physical medium, for entertainment. Originality/value -This is one of the first studies that analyses reader behaviour on the part of the internet press readership. In this sense it provides a significant contribution because it studies reader goals from a global perspective and analyses the substitutability perceived by users. Also, the research presents some key managerial implications for multi-channel distribution. In fact, the offer of the digital channel should provide substantially different features from that of the printed newspaper in such a way that the two products are differentiated and closely fit the preferences of different consumer groups.