Attitudes and Behaviors of Mobile Network Operator Customers (eBook)

Contributions toward empirically founded marketing strategies for mobile navigation and Internet services

Torsten J. Gerpott (Autor)

eBook Download: PDF

2010 | 1. Auflage
213 Seiten
Rainer Hampp Verlag
978-3-86618-532-6 (ISBN)

Infos

The market for mobile voice communication approaches its saturation level in many industrialized nations. Prices for mobile voice telephony have been and still are under pressure. Against this background, mobile network operators (MNO) are searching for new services which may bring them back to previous revenue growth trajectories. Among these potential innovations are mobile Internet (MI) services in general and mobile network-based navigation services (MNS) in particular. Unfortunately, to date, these kinds of offerings have not been adopted as fast and are not used as extensively as expected by MNO in Germany, but also in other countries around the world. During the past few years, these subscription and usage gaps have triggered quite a number of practitioner publications and scholarly contributions on critical factors explaining consumers’ initial MI or MNS adoption decisions and subsequent use behaviors. Regrettably, much of this writing is purely speculative and does not incorporate empirical data on attitudes and behaviors of MNO customers in Germany in the context of customer acceptance of MI and MNS offerings. In light of this gap the present book contains an assortment of five empirical papers on MI and MNS acceptance drivers among German-speaking mobile communication consumers. The articles are of interest to both practitioners involved in the development of marketing strategies for MI and MNS as well as business and consumer psychology scholars who are concerned with better understanding the demand for innovative mobile service offerings from a residential customer’s perspective.

Dr. Torsten J. Gerpott is a university professor of business administration at the Mercator School of Management Duisburg (Germany). He directs the chair of telecommunications management at this school. Since 1982 he has published more than 320 professional articles and eight books. In July 1996 Prof. Gerpott founded DIALOG CONSULT GmbH and has established this firm as a leading management consulting company with a clear focus on the telecommunication industry. He is an internationally renowned speaker at conferences on business trends in telecommunications and information technology markets.

Inhalt

Preface 6
Contents 8
Acronym guide 10
I Einflussfaktoren der Adoptionsbereitschaft von standortbezogenen Mobilfunkdiensten 12
Zusammenfassung 14
Abstract 14
I.1 Untersuchungseinordnung und -anliegen 16
I.2 Theoretische Grundlagen und Untersuchungshypothesen 24
I.3 Empirische Erhebungsmethoden und -befunde 35
I.4 Implikationen für die Unternehmenspraxis und die betriebswirtschaftliche Forschung 50
II Pricing and collection preferences for navigation service offers by mobile network operators 68
Abstract 70
II.1 Study background and purpose 71
II.2 Previous work and present research questions 73
II.3 Methods II. 3.1 Research approach 76
II.4 Results 79
II.5 Managerial implications 88
II.6 Suggestions for further research 90
III Attribute perceptions as factors explaining mobile Internet accep-tance of cellular customers in Germany 95
Abstract 97
III.1 Background and study objective 98
III.2 Specification of basic concepts, hypotheses, and research ques-tions III. 2.1 Mobile Internet 102
III.3 Empirical methods III. 3.1 Data collection procedure 114
III.4 Empirical results concerning the research hypotheses and ques-tions 122
III.5 Discussion and implications 128
III.6 Limitations 132
IV Impacts of mobile Internet use intensity on the demand for SMS and voice services of mobile network operators 139
Abstract 141
IV.1 Research background and questions 142
IV.2 Clarification of basic concepts and development of hypotheses IV. 2.1 Basic concepts IV. 2.1.1 Mobile Internet 145
IV.3 Empirical methodology IV. 3.1 Data generation procedures and sample 154
IV.4 Empirical analyses addressing the research questions and hy-potheses 161
IV.5 Discussion 164
V Determinants of self-report and system-captured measures of mobile Internet use intensity 173
Abstract 175
V.1 Introduction 176
V.2 Development of hypotheses 180
V.3 Empirical methods 185
V.4 Empirical results concerning the hypotheses 196
V.5 Discussion 200
V.6 Limitations 204
V.7 Conclusion 205
Index 213

Produkt-Details

• Erscheint lt. Verlag: 1.1.2010
• Sprache: englisch
• Maße: 1500 x 1500 mm
• Themenwelt: Mathematik / Informatik ► Informatik ► Grafik / Design
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management
• Schlagworte: acceptance • consumer • Consumer Behavior • Customer preferences • Germany • Mobile communication service marketing • Mobile Internet • Mobile Navigation • Technology adoption
• ISBN-10: 3-86618-532-4 / 3866185324
• ISBN-13: 978-3-86618-532-6 / 9783866185326