Modeling Consumer Adoption and Usage of Value-Added Mobile Services

150 Pages·2008·1.33 MB·English

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ut Theobjective of ERIM is to carry out first rate research in managem ent, and to offer an U
t advanced doctoral pro gramme in Research in Management. Within ERIM, over three sa
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Research in Management
Rotterdam School of Management, Tel. [phone]
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Erasmus School of Economics E-mail [email protected] R
P.O. Box 1738, 3000 DR Rotterdam Internet www.erim.eur.nl I
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The Netherlands
Modeling Consumer Adoption and Usage
of Value-Added Mobile Services

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Modeling Consumer Adoption and Usage
of Value-Added Mobile Services

Het modelleren van adoptie en gebruik van additionele mobiele diensten
door consumenten

Proefschrift

ter verkrijging van de graad van doctor
aan de Erasmus Universiteit Rotterdam
op gezag van de rector magnificus
Prof.dr. S.W.J. Lamberts
en volgens besluit van het College voor Promoties.

De openbare verdediging zal plaatsvinden op
vrijdag 23 mei 2008 om 11.00 uur

door

Remco Prins

geboren te Rotterdam

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Promotiecommissie

Promotoren:
Prof.dr. Ph.H.B.F. Franses
Prof.dr. P.C. Verhoef

Overige leden:
Prof.dr.ir B.G.C. Dellaert
Prof.dr. E. Muller
Prof.dr. S. Stremersch

Erasmus Research Institute of Management (ERIM)
RSM Erasmus University / Erasmus School of Economics
Erasmus University Rotterdam

Internet: http://www.erim.eur.nl

ERIM Electronic Series Portal: http://hdl.handle.net/1765/1

ERIM Ph.D. Series Research in Management 128

ISBN 978-90-5892-161-1

© 2008, Remco Prins

All rights reserved. No part of this publication may be reproduced or transmitted in any
form or by any means electronic or mechanical, including photocopying, recording, or by
any information storage and retrieval system, without permission in writing from the
author.

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Acknowledgements

Now that my four years of PhD research have finally materialized in this thesis, it is time
to take a step back and see things in a bigger perspective. The past years went by in a blink
of an eye, but still seem like a lifetime when I think of everything I have learned and
experienced during this period. It is also the time to thank all those who supported me in
the past four years and contributed to this thesis in one way or the other.
First of all, I would like to thank my promoters Philip Hans Franses and Peter
Verhoef for their valuable support in the past years and for their inspiring lectures during
my undergraduate years that triggered my interest for the marketing field, which ultimately
led to this thesis. I especially thank Peter for his guidance, his patience and his co-
authorship in all of my projects and for stimulating me to always aim high, which paid off
sooner than expected. Although your role of ‘daily supervisor’ changed into ‘monthly
supervisor’ after your move to Groningen, you still managed to keep me on track when
necessary. I hope to keep working with you in the near future.
I would like to thank the members of the inner committee, Benedict Dellaert,
Eitan Muller, and Stefan Stremersch for their helpful comments and suggestions while
evaluating this thesis. Furthermore, I thank Govert Bijwaard, Bas Donkers, and Merel van
Diepen for their technical support in the past years, which was most welcome for a non-
econometrician like me. I also want to thank Leen Molendijk, Jeroen Steenbergen, and
Barbara Becker for providing me with valuable data, without which this research would
not have been possible.
From the very start of my PhD project, the support from ERIM has been
excellent, both in monetary and non-monetary terms. I especially thank Tineke van der
Vhee, Myra Lissenberg, Olga Novikova, Marno Verbeek, and Eric van Heck for the
pleasant collaboration during my years in the ERIM PhD council. Of course, I also thank
my fellow-council members Patricia, Patrick, and Oliver for the great times we had while
organizing activities such as the PhD trip, or while putting our creativity into slideshows
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Acknowledgements
for lustrum events. The hospitality and support from the Tinbergen Institute on the 16th
and later 9th floor are also gratefully acknowledged.
Which brings me to thank the people with whom I spent most of my working
days: my fellow-PhD candidates. I enjoyed sharing a room with Björn Vroomen in my first
year and with Bram van Dijk for the remaining three years. The 10 am coffee breaks and
the lunch breaks at 12 am sharp with Bram, Joost, Ludo, Merel, Martijn, Nees-Jan, René,
Robin, Wilco, and others, were always great occasions to talk about other things than
work, although some of them never quite understood that. I’d like to thank Bram, Eelco,
Feray, Joost, Maciej, Merel, Mirjam, Nuno, René, Rutger, and Yuri for their company on
the various trips before, during, and after conferences, of which the road trip by MPV
through the Deep South and Florida was the most memorable one. Furthermore, I want to
thank my new colleagues at the marketing department for their support in the last few
months. I look forward to working with you in the coming years!
I also owe a big thank you to those who lit up most of my evenings and
weekends: the fellow-dancers and teachers of Dansstudio Fivestar (and beyond). You
always gave me something to look forward to during the day. I especially want to thank
Chantal for the lively practice sessions and competitions, for our many e-mail
conversations during work hours – that often had little importance but were a welcome
distraction, for her moral support in the final months of writing this thesis, but above all for
being my best friend.
Finally, I want to thank my family, who stood by me throughout the years. I
specifically thank Ferry and Patricia for their interest and support, and I hope they will
soon follow in my footsteps, albeit in a very different area – ‘real science’, that is. Last but
not least, I want to thank my parents for their love and support, for stimulating me to learn
new things ever since I was a child, and for giving me the opportunity to develop myself as
much as I can.

Remco Prins

Rotterdam, February 2008
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Table of Contents

Acknowledgements..................................................................................v
1. Introduction.........................................................................................1
1.1 Motivation...................................................................................................................1
1.2 Theoretical background..............................................................................................3
1.3 Outline of the thesis....................................................................................................6
2. Marketing communication drivers of adoption timing of a new
mobile service among existing customers...........................................9
2.1 Introduction................................................................................................................9
2.2 Conceptual model and hypotheses............................................................................12
2.2.1 Conceptual model..............................................................................................12
2.2.2 Direct marketing communication......................................................................14
2.2.3 Mass marketing communication........................................................................14
2.2.4 Competitive mass marketing communication....................................................16
2.2.5 Interaction effects between marketing communication efforts..........................17
2.4 Methodology.............................................................................................................24
2.5 Results.......................................................................................................................27
2.5.1 Model fit............................................................................................................27
2.5.2 Marketing communications...............................................................................28
2.5.3 Covariates..........................................................................................................29
2.5.4 Interaction effects..............................................................................................30
2.6 Discussion and implications.....................................................................................31
2.6.1 Summary and contributions...............................................................................31
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Table of contents
2.6.2 Management implications..................................................................................37
2.6.3 Research limitations and further research..........................................................37
3. Adoption of value-added mobile services: a cross-national
investigation.......................................................................................39
3.1 Introduction..............................................................................................................39
3.2 Antecedents of mobile service adoption....................................................................41
3.2.1 Effect of consumer characteristics.....................................................................41
3.2.2 Category related variables.................................................................................43
3.2.3 Brand related variables......................................................................................43
3.3 Moderating role of culture........................................................................................44
3.3.1 Masculintiy........................................................................................................45
3.3.2 Uncertainty avoidance.......................................................................................45
3.3.3 Individualism.....................................................................................................46
3.4 Moderating role of mobile service characteristics...................................................47
3.4.1 Hedonic vs. utilitarian services..........................................................................48
3.4.2 Type of interactivity..........................................................................................48
3.4.3 Mobile service innovativeness...........................................................................49
3.5 Data and measurements...........................................................................................49
3.6 Model........................................................................................................................51
3.7 Results.......................................................................................................................52
3.7.1 Descriptives.......................................................................................................52
3.7.2 Model fit............................................................................................................53
3.7.3 Model estimation results: main effects..............................................................54
3.7.4 Differences across countries..............................................................................55
3.7.5 Differences across services................................................................................56
3.8 Discussion and implications.....................................................................................58
3.8.1 Summary and contributions...............................................................................58
3.8.2 Management implications..................................................................................61
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3.8.3 Limitations and further research........................................................................61
4. Do early adopters use more? The influence of adoption timing on
new service usage over time...............................................................63
4.1 Introduction..............................................................................................................63
4.2 Conceptual background............................................................................................65
4.3 Hypotheses................................................................................................................68
4.3.1 Adoption timing and initial usage......................................................................68
4.3.2 Effect of adoption timing on usage over time....................................................69
4.3.3 Effects of relationship characteristics................................................................70
4.3.4 General market trends........................................................................................71
4.3.5 Covariates..........................................................................................................71
4.4 Data description.......................................................................................................72
4.5 Econometric model...................................................................................................75
4.6 Empirical results.......................................................................................................77
4.6.1 Descriptive analyses..........................................................................................77
4.6.2 Model estimation results....................................................................................78
4.6.3 Robustness checks.............................................................................................82
4.7 Discussion and implications.....................................................................................82
4.7.1 Summary and contributions...............................................................................82
4.7.2 Limitations and further research........................................................................84
5. Summary and conclusion...................................................................87
5.1 Summary...................................................................................................................87
5.2 Concluding remarks..................................................................................................92
Appendices..............................................................................................95
Nederlandse samenvatting (Summary in Dutch)..................................99
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