THEORIZING A TWO-SIDED ADOPTION MODEL FOR MOBILE MARKETING PLATFORMS

From a two-sided market perspective, this paper is aimed at proposing a conceptual model for analyzing user adoption behaviors towards mobile marketing platforms. Both the consumer side and the merchant side of the platforms are modeled based on extending classical theories with newly introduced factors reflecting cross network effects, and the two sides are integrated in the overall model which reveals the dynamic interaction between the evolution processes of the two user groups through the platform. An experimental investigation and a survey study are conducted to test the consumer side and the merchant side of the model, respectively, both using the structural equation modeling (SEM) method for statistic analysis. Results from the empirical tests demonstrate that the two-sided perspective is promising for interpreting the adoption and evolution mechanisms of mobile marketing platforms. The proposed model extends the current research theme of information systems adoption to a more comprehensive viewpoint of two-sided markets, while contributes to the literature of two-sided market theories by introducing behavioral considerations

Examining Merchants’ Refusal to Adopt Mobile Payment Systems in Spain

Over the past years, traditional company management has been undergoing major changes regarding the adoption, implementation, and development of new technologies. Even if Internet commerce has the potential to revolutionize consumer behavior and the way merchants communicate with their customers, it is true that several activities related to the new technologies are still in the early stages of development or implementation. The main purpose of this study is to assess the determinants of m-payments from the point of view of merchants through an exploratory and qualitative analysis (literature review, focus groups, and in-depth interviews) in order to find the drivers and deterrents influencing the use of mobile payment systems in retail business. In order to properly approach the proposed research, a theoretical review of the actual situation of the different mobile payment systems across the different markets was carried through several personal interviews with merchants in the first place and, secondly, surveying over 151 retail companies in Spain. Conclusions and implications are discussed from the data and results drawn from this research, suggesting strategies to overcome some of the identified barriers and deterrents while also proposing some suggestions for future research opportunities

An Institutional Perspective on Two-sided Networks

In the early 2000s, the term ‘two-sided network’ has been coined to describe a form of organizing economic activities related to novel uses of information technology. While it is evident that two-sided networks make use of the novel possibilities of information technologies to organize economic activities, they have not yet been studied from an institutional perspective to shed light on the nature of this phenomenon. We suggest a way to remedy this situation by developing a novel classification scheme to systematically describe institutionally distinct forms of two-sided networks. We find that the phenomenon of two-sided networks may herald an entirely new way of organizing economic activities, possibly replacing, or evolving from, traditional forms. Moreover, within certain limits, there may be substitutive relationships between forms of two-sided networks which suggests that there are alternatives to forms which currently dominate the public and academic attention and which may be more desirable

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

E-wallet utilization via QR code: an empirical study on relevant predictors among M40 millennials in Malaysia

The Malaysian government is pushing for a cashless society but going cashless is all the rage now. The adoption of e-wallet in Malaysia is still in the infancy stage, and the reasons to explain the behavioural intention to use e-wallet transaction via QR code are remaining unclear. To address these requisites, the purpose of this study is to examine the predictors of the behavioural intention to use e-wallet transaction via QR code among M40 millennials in Malaysia. An integrative theoretical framework was developed based on the perspectives of the Technology Readiness Index (TRI) and the Unified Theory of Acceptance and Use Technology model (UTAUT). To test the framework, the quantitative approach using the survey method was used. By using a self-administered survey, the data were obtained from 487 respondents from the M40 millennials in Malaysia. The data were then analysed utilising the Partial Least Square Structural Equation Modelling (PLS-SEM) technique. The finding showed that of all the four TRI elements, only optimism and innovativeness are relevant to behavioural intention to use e-wallet transaction via QR code in Malaysia nowadays. Besides, the findings indicate that performance expectancy and effort expectancy in UTAUT have significant positive influences on the behavioural intention to use e-wallet transaction via QR code among M40 millennials in Malaysia. More importantly, the findings indicated that overall optimism has positive, statistically significant effects on behavioural intention, through the full mediating effect of performance expectancy and effort expectancy. Additionally, innovativeness through the mediating effect of performance expectancy and effort expectancy indicated a partial mediating effect. The results of this study will contribute in terms of theoretical, managerial and methodological perspectives. It will use to contribute to the financial institutions in Malaysia significantly. Nonetheless, further studies are necessary both to confirm the findings and to incorporate additional variables that may influence results. Lastly, limitations and recommendation for future studies are presented

Examining the post-adoptive infusion of mobile technology in a healthcare domain: determinants and outcomes

The healthcare industry is beginning to appreciate the benefits which can be obtained from using Mobile Health Systems (MHS) at the point-of-care. As a result, healthcare organisations are investing heavily in mobile health initiatives with the expectation that users will employ the system to enhance performance. Despite widespread endorsement and support for the implementation of MHS, empirical evidence surrounding the benefits of MHS remains to be fully established. For MHS to be truly valuable, it is argued that the technological tool be infused within healthcare practitioners work practices and used to its full potential in post-adoptive scenarios. Yet, there is a paucity of research focusing on the infusion of MHS by healthcare practitioners. In order to address this gap in the literature, the objective of this study is to explore the determinants and outcomes of MHS infusion by healthcare practitioners. This research study adopts a post-positivist theory building approach to MHS infusion. Existing literature is utilised to develop a conceptual model by which the research objective is explored. Employing a mixed-method approach, this conceptual model is first advanced through a case study in the UK whereby propositions established from the literature are refined into testable hypotheses. The final phase of this research study involves the collection of empirical data from a Canadian hospital which supports the refined model and its associated hypotheses. The results from both phases of data collection are employed to develop a model of MHS infusion. The study contributes to IS theory and practice by: (1) developing a model with six determinants (Availability, MHS Self-Efficacy, Time-Criticality, Habit, Technology Trust, and Task Behaviour) and individual performance-related outcomes of MHS infusion (Effectiveness, Efficiency, and Learning), (2) examining undocumented determinants and relationships, (3) identifying prerequisite conditions that both healthcare practitioners and organisations can employ to assist with MHS infusion, (4) developing a taxonomy that provides conceptual refinement of IT infusion, and (5) informing healthcare organisations and vendors as to the performance of MHS in post-adoptive scenarios