Gerpott Attitudes and Behaviors of Mobile Network Operator Customers

Contributions toward empirically founded marketing strategies for mobile navigation and Internet services
1. Auflage 2010
ISBN: 978-3-86618-532-6
Verlag: Edition Rainer Hampp
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 213 Seiten, Format (B × H): 150 mm x 210 mm

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.

Autoren/Hrsg.

Gerpott, Torsten J

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Informationstechnik, IT-Industrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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.