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Attitudes and Behaviors of Mobile Network Operator Customers - Contributions toward empirically founded marketing strategies for mobile navigation and Internet services
Torsten J. Gerpott
Verlag Rainer Hampp Verlag, 2010
ISBN 9783866185326 , 213 Seiten
Format PDF, OL
Kopierschutz Wasserzeichen
Geräte
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
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