Herbjørn Nysveen

Intentions to use mobile services: Antecedents and cross-service comparisons

This article develops and tests a model to explain consumers’ intention to use mobile services. Through triangulating theories from the diverse fields of information systems research, uses and gratification research, and domestication research, the authors put forth an integrated model that explains intention to use mobile services. The model proposes four overall influences on usage intention: motivational influences, attitudinal influences, normative pressure, and perceived control. The authors study the type of interactivity and process characteristics associated with the service that moderate the effects on the relationship between the proposed antecedents and usage intention. The results from empirical studies of four mobile services show strong support for the effects of motivational influences, attitudinal influences, normative pressure, and perceived control on consumers’ intentions to use mobile services. Some of the effects are moderated by process characteristics (goal-directed vs. experiential services) that are associated with the service.

Explaining intention to use mobile chat services: moderating effects of gender

Purpose – In this article the authors aim to investigate the moderating effects of gender in explaining intention to use mobile chat services.Design/methodology/approach – An extended adoption model based on the technology acceptance model and theory of reasoned action is applied for pin‐pointing the antecedents of intention to use mobile chat services and for revealing cross‐gender differences. The hypotheses are tested on data from a survey of 684 users of mobile chat services.Findings – The study results suggest that social norms and intrinsic motives such as enjoyment are important determinants of intention to use among female users, whereas extrinsic motives such as usefulness and – somewhat surprisingly – expressiveness are key drivers among men.Research limitations/implications – The findings put renewed focus on non‐utilitarian motives and illuminate the role of gender in technology adoption.Practical implications – The cross‐gender differences observed give several guidelines for mobile service d...

Mobilizing the Brand The Effects of Mobile Services on Brand Relationships and Main Channel Use

Mobile devices and services are proposed to be powerful channels for both distribution and marketing communication. In this article, the authors study the effects of mobile channel additions on consumer-brand relationship dimensions. Surveys of three different brands reveal positive effects of mobile channel addition (SMS/MMS) usage on brand satisfaction, direct relationship investments, indirect relationship investments, and main channel usage. The results suggest that SMS channel additions are perceived as complements to the brands’ main channel, whereas MMS channel additions today primarily are perceived as supplementary channels. Moreover, the findings suggest that a promising strategy for increasing consumption of the brand’s main channel is facilitation of the consumers’ direct relationship investment in the mobile services. Implication for service researchers and industry players are discussed.

Shopbot banking: an exploratory study of customer loyalty effects

Agent technology has been applied to design new services simplifying product and merchant brokering in several customer industries. The term “shopbots” is now generally used to characterize these services. Proposes that shopbots will make customers more rational and less loyal and that loyalty will be adversely affected. Proposes that different forms of loyalty are affected by shopbot access and that the effect of shopbots on loyalty may differ among customer groups. These propositions were tested in an experimental study of customers choosing a financial service provider. The findings suggest that cognitive loyalty is the loyalty form most affected by shopbot access and that the loyalty effects of shopbots depend upon customers’ past switching behavior. However, no effects of shopbots on stronger forms of loyalty were found. Even though this research is exploratory, it suggests that financial service providers may not fear the effects of shopbots on the behavior of their affective and conative loyal customers. It also suggests that to avoid the threat of shopbots, strong forms of loyalty should be developed in long‐term relationships between providers and customers.

Tourism web sites and value-added services: the gap between customer preferences and web sites' offerings.

The purpose of this article is to report on a study of 1) what kind of value-added services offered by tourism businesses’ Web sites are perceived the most important by customers, and 2) a comparison between customers’ preferences for and the actual offerings of value-added services by tourism businesses’ Web sites. A survey among customers of online tourism businesses shows that search engines, service integration, and personalization are the most preferred value-added services by the customers. In addition to the survey among customers, a survey was undertaken among tourism businesses to reveal the level of value-added services offered on their Web sites. By comparing the results of customers’ preferences for value-added services and tourism companies’ offerings, it is found that tourism businesses should provide more value-added services on their Web sites in order to fill the gap between customers’ preferences for such services and the companies’ actual offerings.

Drivers of Intention to Revisit the Websites of Well-Known Companies: The Role of Corporate Brand Loyalty

Due to the increasing importance of the internet as a channel of marketing and distribution, companies are now concerned with the question of how to design attractive websites. Correspondingly, market researchers have started to examine the determinants of attitudes towards websites and potential reasons for consumers visiting or rejecting to visit the sites of companies. Several drivers of attitudes and intentions have been identified. In this article, we focus on the importance of the corporate brand in studies of websites for well-known companies. The underlying assumption is that the intention to revisit a website is decided on much broader a basis than the attributes of the site. Specifically, we hypothesise that affective brand loyalty is a powerful determinant of intentions to revisit the website of an airline company besides attitudes towards the site per se. This contention is empirically tested and supported by a study of the SAS company.

Influences of Cocreation on Brand Experience

The purpose of this article is to study the influence of customer cocreation participation on customers’ brand experience, brand satisfaction and brand loyalty. We apply a service logic approach in which cocreation participation refers to cocreation of customer value together with the brand, cocreation of new value with the brand and cocreation of value together with other customers within the context of the brand. The reasoning applied is that customers’ cocreation with a brand – stimulating their engagement with the brand – influences brand experience, and through that, brand satisfaction and loyalty. A study among bank customers shows that cocreation participation positively influences sensory, affective, cognitive, behavioural and relational dimensions of a brand experience. However, influences of brand experience dimensions on satisfaction and loyalty are revealed to be complex as some of the dimensions influence satisfaction positively, while others have a negative influence. Furthermore, we show that the satisfaction and loyalty effects of cocreation participation are partially mediated by brand experience. Thus, there are both indirect and direct effects on satisfaction and loyalty from customers’ cocreation participation. Implications point to the importance of carefully managing cocreation participation in order to gain competitive advantages. Companies should be careful about how brand experience is stimulated through cocreation because of the potential risk of negative effects on satisfaction and loyalty.

The influence of media on advertising effectiveness a comparison of internet, posters and radio

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The advertisement copies were developed specifically for this study by a professional agency. Advertisements were developed to utilise specific medium characteristics, and the control of advertisement content was attained through the brief. Furthermore, the relative quality of the advertisements was used as a covariate in the analysis of media effects. The test situation reflected a high elaboration condition in that the respondents were asked to assess presented ads on various outcome variables. The results indicate that both advertising media and the relative quality of the advertisements presented in the various media influence the effectiveness of the advertisements. Internet and posters were found to be more effective advertising media than radio.

Festival coordination : An exploratory study on intention to use mobile devices for coordination of a festival

In this study we focus on the use of a mobile coordination service used to coordinate Storsjoyran a music festival held yearly in Ostersund in Sweden. A description of the mobile service is given, and an empirical study focusing on users motives for using the mobile coordination service is reported. The results point to the importance of developing mobile coordination services that are perceived as enjoyable and useful to motivate usage among festival staff.

Consumer adoption of RFID-enabled services. Applying an extended UTAUT model

In this article, an extended version of the unified theory of acceptance and use of technology (UTAUT) is applied to explore the significance of various antecedents of acceptance of eight versions of a radio frequency identification (RFID) enabled service. The results show significant influences from performance expectancy, effort expectancy and technology anxiety on attitude to use RFID-enabled services, while facilitating conditions and attitude to use both have significant influences on intention to use the services. Looking into potential moderating influences, gender moderates most of the relationships in the model while age and experience with identification technology do not seem to be relevant moderators. Exploring the potential moderating influence of context experience, experience of the service context is found to moderate some of the relationships in the model. Managerial implications point to the importance of developing useful and user-friendly services and of communicating the user friendliness to potential customers to avoid the potential negative influence of technology anxiety. Service development and market communication should be sensitive to gender and context experience.