Erfolgreiches Marketing im Mobilfunknetz

Bauer, Hans H.; Reichardt, Tina; Neumann, Marcus M.

doi:10.1007/978-3-540-85296-4_7

Cited by 4 publications

(1 citation statement)

References 7 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…It reflects how the actions of consumers are influenced by their social environment. Consumers want to meet the expectations of their environment and be certain that their behavior is approved by others [Ajzen and Fischbien, 1980;Bauer et al, 2008;Eneizan et al, 2019;Yuen et al, 2020a;Vahdat et al, 2020]. The variable "subjective norm" is used to illustrate how the environment views mobile loyalty cards and whether there is an influence on the perceived usefulness and the intention-to-use of the consumer.…”

Section: Research Hypothesesmentioning

confidence: 99%

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Schneider

2021

International Journal of Management and Economics

View full text Add to dashboard Cite

The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile loyalty cards were developed. The basis for the use of mobile loyalty cards is sufficient consumer acceptance. This work is expected to contribute to the explanation of acceptance in the form of usage behavior. Based on the Technology-Acceptance-Model-2 (TAM2) and the literature, hypotheses were derived and a research model was developed. For model testing, a dataset of 255 participants was generated through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that in addition to financial benefits, convenience benefits and psychological factors also have an influence on acceptance. Furthermore, the usage behavior is not negatively influenced by the expected loss of control over personal data. Based on the findings, indications for marketing implementation are given for the confirmed factors.

show abstract

Section: Research Hypothesesmentioning

confidence: 99%