The Importance of Previous Experience for the Trial of Mobile Self-Service Technologies

An increasing number of companies utilize mobile communication such as advertisements via Short Message Service (SMS) or mobile payment to facilitate interaction with their customers. Given the manifold potentials of mobile technologies, it is not surprising that a lot of innovative business models and services are emerging. In this paper we first discuss various theories of technology diffusion and trial of technology, which are frequently used in information systems and marketing research. Subsequently, we present a system which allows ordering products by simply photographing an advanced form of barcode, which can be placed on virtually any printed media, the product itself, or even be shown on television. We use a Structural Equation Modeling approach to measure the importance of various antecedents of trial, namely the ability to use a mobile technology, users’ role clarity, and both extrinsic and intrinsic motivation. Furthermore, the role of previous experience as a moderator of the antecedents of technology trial is explored. The results show that there is a significant difference between experienced and inexperienced users regarding the trial of this service innovation

an important partnership for decades

Graesch, J. P., Hensel-Börner, S., & Henseler, J. (2021). Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123-157. https://doi.org/10.1108/IMDS-08-2020-0510Purpose: The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT. Design/methodology/approach: This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing. Findings: This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data. Practical implications: The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control. Originality/value: This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.authorsversionpublishe

Technology enabled information services use in tourism: an ethnographic study of Chinese backpackers

The purpose of this paper is to investigate the previously unexplored theoretical relationship between technology enabled information services (TEIS) and the value created by the use of such services. This paper presents a mixed virtual and multi-sited ethnography to provide a thick description of Chinese backpackers (CBs) use of TEIS. Participant observations and interviews of CBs in three different journeys within Europe were undertaken. Our findings illustrate that additional usage values occur when TEIS are used in a tourism context. Social influences and technical infrastructure play a stronger role than previous research presented. The study contributes to the literature by 1) providing a theoretical understanding of tourists’ TEIS use; 2) documenting a study of a complete package of technologies used by CBs, and 3) proposing a research model which can be used for studying different TEIS use behaviour/patterns, and also in the design of TEIS for specific contexts