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Title:
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VALUE-BASED DESIGN OF MOBILE SERVICE OFFERS IN THE AUTOMOTIVE INDUSTRY |
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Author(s):
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Hans H. Bauer , Anja Schüle , David Toma |
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ISBN:
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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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Mobile Commerce, User Orientation, Automotive Context, Conjoint Analysis |
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Type:
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Full Paper |
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First Page:
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143 |
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Last Page:
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150 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Even though mobile services have been regarded as promising applications for several years now, it became obvious that consumer acceptance of such service offers will only be high, if they are perceived as beneficial in a specific context of usage. Therefore, an analysis of the value drivers of mobile services in a specific context of usage is essential. We have chosen to focus on the use of mobile services while driving a car in this study. First of all, the goal of this study is to identify the factors that add to the perceived value of mobile services in this specific context of usage. For this purpose a theoretical analysis and application of the two central constructs of Daviss Technological Acceptance Model perceived usefulness and ease of use is complemented by in depth-interviews with ten experts. Afterwards, a conjoint analytical study with potential users (n = 312) is undertaken in order to quantify the value contribution of each feature. The results reveal that the monthly payments for the use of the services, the speed of data transmission and the type of service offered are of upmost importance. Considering the heterogeneity of preferences four consumer segments are identified: the experienced power users, the safety-conscious users, the price-conscious users and the high-tech oriented users. Finally useful implications are derived in which way to adequately address each of these segments. |
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