Konsumenters motiv att använda individualiserad service via Internet - One-to-one marketing ur ett adoptionsperspektiv
(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.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1348569
- author
- Johansson, Camilla and Rydorff, Lena
- supervisor
- organization
- year
- 2002
- 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}}, }