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Konsumenters motiv att använda individualiserad service via Internet - One-to-one marketing ur ett adoptionsperspektiv

Johansson, Camilla and Rydorff, Lena (2002)
Department of Business Administration
Abstract
The purpose of our essay is to explore which innovation attributes affect consumers’ adoption/intention to use individualized service on the Internet. We developed a conceptual model consisting of 10 hypotheses. To test the model we distributed a survey to approximately 100 people. The questionnaire was based on literature and a qualitative pre-study. The results implicate that the most important attribute affecting adoption of individualized service on the Internet is integrity. The most important innovation characteristics influencing consumers’ intentions to use individualized service on the Internet are communication, payment, customization, enjoyment and integrity.
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author
Johansson, Camilla and Rydorff, Lena
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
one-to-one marketing, adoption, Internet, innovation, Management of enterprises, Företagsledning, management
language
English
id
1348569
date added to LUP
2002-02-18 00:00:00
date last changed
2012-04-02 14:12:55
@misc{1348569,
  abstract     = {{The purpose of our essay is to explore which innovation attributes affect consumers’ adoption/intention to use individualized service on the Internet. We developed a conceptual model consisting of 10 hypotheses. To test the model we distributed a survey to approximately 100 people. The questionnaire was based on literature and a qualitative pre-study. The results implicate that the most important attribute affecting adoption of individualized service on the Internet is integrity. The most important innovation characteristics influencing consumers’ intentions to use individualized service on the Internet are communication, payment, customization, enjoyment and integrity.}},
  author       = {{Johansson, Camilla and Rydorff, Lena}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Konsumenters motiv att använda individualiserad service via Internet - One-to-one marketing ur ett adoptionsperspektiv}},
  year         = {{2002}},
}