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Determinanten der Nutzungsbereitschaft von standortbezogenen Mobilfunkdiensten

Eine empirische Analyse privater Mobilfunknutzer

Determinants of the Willingness to Use Mobile Location-Based Services

An Empirical Analysis of Residential Mobile Phone Customers

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WIRTSCHAFTSINFORMATIK

Zusammenfassung

Diese Arbeit entwickelt 11 Hypothesen zu Einflüssen von sechs kundenbezogenen Konstrukten auf die Bereitschaft von privaten Mobilfunkkunden, standortbezogene Mobilfunkdienste (SBM) zu nutzen. Die Hypothesen werden in einer Stichprobe von 217 Mobilfunkkunden in Deutschland, die an einer standardisierten Online-Befragung teilnahmen, überprüft. PLS-Analysen zeigen, dass die berichtete Häufigkeit des Bedarfs an Unterwegs-Informationen, die wahrgenommene Bewertung von SBM im sozialen Umfeld von Mobilfunkkunden sowie das aktuelle Nutzungsausmaß anderer mobiler Datendienste sich sowohl statistisch als auch materiell signifikant auf die Nutzungsbereitschaft von Pull-SBM auswirken. Bei SBM vermutete Datenschutz- und Kosten-/Rechnungsrisiken tragen nur schwach oder nicht zu ihrer Erklärung bei.

Abstract

This article develops 11 hypotheses on impacts of six customer characteristics on an individual’s willingness to use mobile location based services (LBS). Hypotheses are tested in a sample of 217 mobile communications customers in Germany who participated in a standardized online-survey. PLS analysis suggests that reported frequency of “on the move” information needs, perceived assessment of LBS in a customer’s social environment and extent of past use of other mobile data services have statistically as well as practically significant effects on adoption intentions for pull LBS. Data privacy risks and cost/bill size concerns are only weakly or not related to such intentions.

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Abb. 1

Notes

  1. Zur Vermeidung von Missverständnissen ist darauf hinzuweisen, dass die empirischen Auswertungen in dieser Abhandlung und in der Arbeit von Gerpott (2010) zwar auf derselben Erhebung beruhen, aber sich kaum überlappende Respondententeilmengen betrachten. Darüber hinaus unterscheiden sich der aktuelle Beitrag und die Untersuchung von Gerpott (2010) dadurch, dass z.T. unterschiedliche Konstrukte einbezogen sowie divergierende Messmodelle und statistische Analysestrategien (s. Abschn. 3.2) eingesetzt wurden.

  2. Die Strukturkoeffizienten eines PLS-Modells, das dem in Abb.  1 visualisierten Modell mit der Ausnahme entspricht, dass Datenschutzrisiken auf Rechnungsrisiken wirken (umgekehrte Wirkungsrichtung), weichen substanziell nicht von den in Abb.  1 gezeigten Werten ab.

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Authors and Affiliations

  1. Lehrstuhl Unternehmens- und Technologieplanung, Schwerpunkt Telekommunikationswirtschaft Mercator School of Management, Universität Duisburg-Essen, Lotharstr. 65, 47057, Duisburg, Deutschland

    Torsten J. Gerpott &  Sabrina Berg

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  1. Torsten J. Gerpott
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  2. Sabrina Berg
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Correspondence to Torsten J. Gerpott.

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Angenommen nach zwei Überarbeitungen durch Dr. Bub.

This article is also available in English via http://www.springerlink.com and http://www.bise-journal.org: Gerpott TJ, Berg S (2011) Determinants of the Willingness to Use Mobile Location-Based Services. An Empirical Analysis of Residential Mobile Phone Customers. Bus Inf Syst Eng. doi: 10.1007/s12599-011-0176-2.

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Gerpott, T.J., Berg, S. Determinanten der Nutzungsbereitschaft von standortbezogenen Mobilfunkdiensten. Wirtschaftsinf 53, 267–276 (2011). https://doi.org/10.1007/s11576-011-0288-9

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