University of Twente Student Theses


Unraveling the Adoption of mCRM Smartphone Applications among Dutch Retailers

Ney, MSc Boris (2013) Unraveling the Adoption of mCRM Smartphone Applications among Dutch Retailers.

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Abstract:Scientific research on the adoption of mobile marketing applications for mCRM purposes is scarce (Zengh, 2011). In order to develop a model, examining dynamics on the adoption of mobile marketing Smartphone applications of retailers in the Dutch market, first, the original UTAUT model (Venkatesh, Davis, Morris and Morris, 2003) was tested. Results indicate that the concepts performance expectancy, effort expectancy and social influence explain 64% variance (p< .05) in behavioral intention. Facilitating conditions seem not to fit the model, confirming earlier findings of Venkatesh et al. (2003). Secondly, a model was tested with newly crafted concepts never examined in scientific research: retailers perception, whether their customers (1) would enjoy using a mobile Smartphone application (hedonic motivation), (2) are perceiving the benefits of using this application (customer value) and (3) are already using similar electronic media (habit of customers). Results of a hierarchical regression analysis indicate that hedonic motivation and customer value explain 58% variance (p< .01) in behavioral intention. Habit of customers was unreliably measured and therefore not considered if it would fit the new model. Thirdly, the full model was tested, implying the necessity to include perceived customer hedonic motivation and perceived customer value in future studies. Moreover, practical implications concern the provision of profound information and actual performance measurements of such mCRM tools to stakeholders in the market.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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