Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use

Tommi Mahlamäki; Kaj Storbacka; Samuli Pylkkönen

doi:10.5220/0012204800003598

Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use

Tommi Mahlamäki, Kaj Storbacka, Samuli Pylkkönen

Marketing, Helsinki

Tampere University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Abstract

Digital sales and marketing tools are important for the success of modern business-to-business (B2B) companies. While many of these information systems or tools can also be used by the customer, surprisingly little is known about the customer’s perception of these tools and the acceptance process itself. This research targets this research gap by developing and testing a structural equation model (PLS-SEM) to investigate customer perceptions and intentions to use digital sales and marketing tools, namely sales configurators. An online questionnaire was developed, and the responses of 113 B2B professionals were analyzed. The results showed that customers’ intention to use digital sales and marketing tools was influenced by ease of use and perceived usefulness. Ease of navigation and information quality also played a significant role in the acceptance process of these tools.

Original language	English
Title of host publication	Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management
Editors	Le Gruenwald, Elio Masciari, Colette Rolland, Jorge Bernardino
Number of pages	7
Volume	3
Publisher	SCITEPRESS Science And Technology Publications
Publication date	2023
Pages	224-230
ISBN (Electronic)	978-989-758-671-2
DOIs	https://doi.org/10.5220/0012204800003598
Publication status	Published - 2023
MoE publication type	A4 Article in conference proceedings
Event	International Conference on Knowledge Management and Information Systems - Hybrid, Rome, Italy Duration: 13.11.2023 → 15.11.2023 Conference number: 15 https://www.scitepress.org/ProceedingsDetails.aspx?ID=gftJt+D2CYU=&t=1

Keywords

512 Business and Management
Customer Perspective
Information System Acceptance
Sales Configurators

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10.5220/0012204800003598Licence: CC BY-NC-ND

Acceptance_of_Digital_SalesFinal published version, 423 KBLicence: CC BY-NC-ND

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Mahlamäki, T., Storbacka, K., & Pylkkönen, S. (2023). Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use. In L. Gruenwald, E. Masciari, C. Rolland, & J. Bernardino (Eds.), Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (Vol. 3, pp. 224-230). SCITEPRESS Science And Technology Publications. https://doi.org/10.5220/0012204800003598

Mahlamäki, Tommi ; Storbacka, Kaj ; Pylkkönen, Samuli. / Acceptance of Digital Sales and Marketing Tools : A Customer Perspective on Intention to Use. Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management. editor / Le Gruenwald ; Elio Masciari ; Colette Rolland ; Jorge Bernardino. Vol. 3 SCITEPRESS Science And Technology Publications, 2023. pp. 224-230

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abstract = "Digital sales and marketing tools are important for the success of modern business-to-business (B2B) companies. While many of these information systems or tools can also be used by the customer, surprisingly little is known about the customer{\textquoteright}s perception of these tools and the acceptance process itself. This research targets this research gap by developing and testing a structural equation model (PLS-SEM) to investigate customer perceptions and intentions to use digital sales and marketing tools, namely sales configurators. An online questionnaire was developed, and the responses of 113 B2B professionals were analyzed. The results showed that customers{\textquoteright} intention to use digital sales and marketing tools was influenced by ease of use and perceived usefulness. Ease of navigation and information quality also played a significant role in the acceptance process of these tools.",

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Mahlamäki, T, Storbacka, K & Pylkkönen, S 2023, Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use. in L Gruenwald, E Masciari, C Rolland & J Bernardino (eds), Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management. vol. 3, SCITEPRESS Science And Technology Publications, pp. 224-230, International Conference on Knowledge Management and Information Systems, Hybrid, Rome, Italy, 13.11.2023. https://doi.org/10.5220/0012204800003598

Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use. / Mahlamäki, Tommi; Storbacka, Kaj; Pylkkönen, Samuli.
Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management. ed. / Le Gruenwald; Elio Masciari; Colette Rolland; Jorge Bernardino. Vol. 3 SCITEPRESS Science And Technology Publications, 2023. p. 224-230.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

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Mahlamäki T, Storbacka K, Pylkkönen S. Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use. In Gruenwald L, Masciari E, Rolland C, Bernardino J, editors, Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management. Vol. 3. SCITEPRESS Science And Technology Publications. 2023. p. 224-230 doi: 10.5220/0012204800003598

Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use

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Keywords

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