Innovation diffusion: The need for more accurate consumer insight. Illustration of the PSAP scale as a segmentation instrument

Marez, Lieven De; Verleye, Gino

doi:10.1057/palgrave.jt.5740130

Cited by 47 publications

(26 citation statements)

References 28 publications

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“…For example, mobile service providers often bundle a combination of information and entertainment services together and market them as "infotainment services" (Hearn, 2001). This shows inadequate understanding of the perceived value different services may offer, and may result in poor service adoption rates (De Marez & Verleye, 2004).…”

Section: Introductionmentioning

confidence: 99%

Comparing the perceived value of information and entertainment mobile services

Pihlström¹,

Brush

2008

Psychology and Marketing

292

235

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The importance of perceived value in customer decision making is well known. However, few studies assess empirically the direct effects of various perceived value dimensions on post-purchase behavior. This article examines differences between information and entertainment mobile content service users in how their value perceptions influence intentions to repurchase, intentions to spread positive word of mouth, and willingness to pay a price premium. The direct effects of four value dimensions are analyzed: monetary, convenience, emotional, and social value. Within this study we also propose and test the antecedent effects of conditional and epistemic value. This approach advances the value literature through increasing our understanding of how individual value dimensions influence post-purchase behavior and of the role of epistemic and conditional value. Using a sample of 579 mobile service users, results are analyzed with multi-group structural equation modeling. The findings support use of multidimensional value and loyalty constructs to identify differences between service user groups, and argue for the use of differentiated value-based marketing strategies for entertainment and information mobile services.

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Section: Introductionmentioning

confidence: 99%

Comparing the perceived value of information and entertainment mobile services

Pihlström¹,

Brush

2008

Psychology and Marketing

292

235

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“…Personal innovativeness (i.e., people's attitude towards mobile innovation) was measured using three items provided by De Marez and Verleye [45], which we used in a previous study as well [46]. Social context was pre-tested [46].…”

Section: Methodsmentioning

confidence: 99%

Should Mobile Internet Services be an Extension of the Fixed Internet? Context-of-Use, Fixed-Mobile Reinforcement and Personal Innovativeness

Reuver¹,

Ongena

Bouwman³

2011

2011 10th International Conference on Mobile Business

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Abstract-Consumers can increasingly use mobile phones to carry out similar tasks as they do on the fixed Internet. Literature on reinforcement and displacement states that the use of new media depends on whether users are inclined to replace or reinforce their existing media use on a new device. This paper analyzes whether the importance that users attribute to using similar services on their mobile phone as on the fixed Internet can explain the intention to adopt mobile services. Specifically, we investigate if such fixed-mobile reinforcement attitude could mediate the impact of personal innovativeness and context-of-use on intention to adopt mobile services. We compare basic Internet services, entertainment services and transaction services. We find that especially the intention to adopt basic Internet services largely depends on the importance of using similar services in the mobile domain as on the fixed Internet. Several context-of-use predictors are partially or even fully mediated by our novel construct. The results convey a positive message to operators that are betting on converged multimedia services that can be accessed from any device and from any fixed or mobile network.

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“…Because this study is interested in attitudes towards the past that reflect the nostalgia proneness, a subset of 8 items that had good face validity in terms of capturing the sentiment of nostalgia proneness (Routledge et al, 2008) are selected and administered. To measure the personal innovativeness (PI) items from prior research (De Marez & Verleye, 2004) are adopted, which are successfully used by others (Bouwman et al, 2007; and altered them to fit the context of this study. All of the scales were slightly modified to suit the context of the audiovisual heritage archive service.…”

Section: Screenshot (Dutch) Explanationmentioning

confidence: 99%

A consumer perspective on moving images: The design and adoption of public audiovisual heritage services in the Netherlands

Ongena¹

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Innovation diffusion: The need for more accurate consumer insight. Illustration of the PSAP scale as a segmentation instrument

Cited by 47 publications

References 28 publications

Comparing the perceived value of information and entertainment mobile services

Comparing the perceived value of information and entertainment mobile services

Should Mobile Internet Services be an Extension of the Fixed Internet? Context-of-Use, Fixed-Mobile Reinforcement and Personal Innovativeness

A consumer perspective on moving images: The design and adoption of public audiovisual heritage services in the Netherlands

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