Mobile Marketing Tools And The Consumer Decision-Making Process

This paper explores the influence of mobile marketing tools in the consumer decision-making process. The aim is to provide a better understanding of consumer mobile shopping behaviour. There is limited research on this topic, which mainly explains the use of qualitative method in this study. The dining industry in Lebanon provides the respective service and geographic research contexts for this exploratory study. In-depth interviews conducted with a purposive sample of service providers and consumer opinion leaders. Their views were contrasted. The results show that there is limited use of the traditional mobile marketing tools and a shift from traditional mobile tools to modern or more trendy ones was noticed (e.g., Push Notifications instead of SMS). Moreover, it is found that mobile tools influence consumer shopping differently and their effect varies given the customer type. The decision-making process of loyal customers and influencers is more affected by mobile marketing tools than the regular or ordinary customers. In addition, in some cases mobile marketing may speed up the shopping process and may encourage impulse purchases. Marketers should be aware of the different mobile tools and know how and when to use them to develop effective targeting campaigns

The relationship between the factors that drive diffusion and resistance to diffusion in the context of consumer self-service technologies

EThOS - Electronic Theses Online ServiceGBUnited Kingdo

An examination of consumers' resistance to computer-based technologies

Purpose: This paper aims to provide a better understanding of non-adoption of technological interfaces. The majority of diffusion research on technological innovations does not distinguish clearly between non-adoption and resistance behavior and assumes a symmetrical or linear relationship between the positive and negative influencing factors. As a result, it has not recognized the different types of non-adoption. Design/methodology/approach: The determinants of customers' propensity to adopt or not to adopt computer-based technologies were examined in the context of internet banking. Several multivariate analysis methods were combined to examine the dimensionality of the constructs involved and their explanatory power on customer intentions and usage behavior. Findings: The resulting five dimensions revealed new links that help to explain customer intention in relation to usage behavior. The results reveal that some of the factors explaining non-adoption are not the opposite of those explaining adoption behavior and that others influence positively both behaviors. It is also found that pre-adoption behavior may be different from usage behavior and that delay behavior may be characterized by different phases. Research limitations/implications: The findings of this exploratory study suggest new evidence on non-adoption behavior that may stimulate further research inquiry. Practical implications: Recognizing these different aspects of customer behavior in relation to adoption/non-adoption has implications for managers involved in utilizing the internet as a channel for customer service. Originality/value: This study examined diffusion of innovation from a different angle, looking at non-adoption behavior which may sometimes be the result of some kind of resistance. © Emerald Group Publishing Limited

The antecedents of m-banking usage under capital controls in Greece: a mixed methods approach

Purpose: capital controls restrict cash withdrawals and international transfers, among other restrictions. The purpose of the study is to explore how capital controls have influenced m-banking usage and disclose the underlying factors that explain m-banking usage intentions.Design/methodology/approach: grounded on the Technology Acceptance Model (TAM), this study assumes that usage behavior may be different from intentions to adopt. In-depth interviews (study 1) were employed with both consumers and bank employees to explore the factors of m-banking adoption under capital controls, followed by an online survey (study 2) pertaining to examine the relationships between underlying factors.Findings: Study 1 reveals that the growth of m-banking usage is strongly associated with capital controls that perceived ease of use, usefulness, risk, technology anxiety and decision comfort are significant attributes in influencing usage intention. Study 2 verifies that most underlying factors are important predictors of m-banking usage intention, except technology anxiety does not impact m-banking usage.Research limitations/implications: the respective effects on usage intentions may be different in the absence of capital controls. A similar study could examine the importance of the respective constructs in conditions of no forced use. The case of forcing consumers to adopt a technological innovation could be further explored.Practical implications: retail banking consumers have changed their banking and financing behaviors because of capital controls. Forced usage may cause customers to cultivate positive attitudes towards the technology and consider it for continuous usage.Originality/value: capital controls were found to impact positively customer behavior towards m-banking. It is revealed that capital controls have forced bank customers to adopt and use m-banking for their financial needs

Adopters and non-adopters of internet banking: A segmentation study

Purpose: This study examines internet banking adoption and resistance behaviour in Greece in order to develop profiles of adopters and non-adopters of the service. The aim is to illustrate customers' resistance behaviour towards internet banking. The existing research does not explain resistance behaviour, since it does not clearly distinguish non-adoption from resistance. Consequently, it has not recognised the different types of non-adoption. Design/methodology/approach: A measuring instrument was developed and utilised in a survey of a convenience sample of 1,200 customers. The derived dimensionality of the relevant perceptual variables was used to explore the existence of different customer segments through cluster analysis. Findings: Three segments were identified, where the description of their profiles is based on customer perceptions of the service and general usage data. Across these segments adopters and non-adopters were found to have different characteristics. With regard to demographics, only income was found to be associated with segment membership. Research limitations/implications: Perceptual and usage variables are useful in market segmentation. The results also suggest the possible existence of sub-groups within each segment characterised by different aspects of resistance behaviour. Further research could identify and explore their potential and study non-adopter behaviour. Practical implications: Service providers should target users and non-users across the segments differently. While the users identified require different retention policies, the resistance or non-resistance observed in non-users suggest the proper management of delay and rejection behaviours. Originality/value: The customer segments identified in this study are based on new links found between the factors that drive diffusion and resistance to diffusion and general usage data. Non-adopters across the segments resist for different reasons, or not resist. © Emerald Group Publishing Limited

Internet shopping and internet banking in sequence: An explanatory case study

Adoption of Internet banking often follows on from usage of Internet shopping, but policies to increase Internet banking use typically ignore this ordering. This article presents a case study that underscores this sequence of Internet service adoption and identifies factors that shape the propensity to use the Internet for shopping and banking. Application of bivariate probit regression techniques to data sourced from a survey of 259 respondents in Athens, Greece, and estimation of marginal effects of the determinants of Internet banking use conditioned on the determinants of Internet shopping use illustrate that ignoring the sequence of Internet service use can lead to incorrect policy recommendations. This article contributes to the literature by theorising the underlying causal mechanisms of Internet banking adoption and presenting supporting evidence via a sequential modelling approach. We find that personal capacity is an important determinant of Internet banking use in a standard, non-sequential approach but it has no significant effect when the model is sequential. Our results suggest that policymakers should emphasise usefulness attributes of Internet banking when attempting to increase Internet banking usage by people who already use the Internet for shopping. © 2013 Macmillan Publishers Ltd