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

Tommi Mahlamäki, Kaj Storbacka, Samuli Pylkkönen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


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 languageEnglish
Title of host publication Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management
EditorsLe Gruenwald, Elio Masciari, Colette Rolland, Jorge Bernardino
Number of pages7
PublisherSCITEPRESS Science And Technology Publications
Publication date2023
ISBN (Electronic)978-989-758-671-2
Publication statusPublished - 2023
MoE publication typeA4 Article in conference proceedings
EventInternational Conference on Knowledge Management and Information Systems - Hybrid, Rome, Italy
Duration: 13.11.202315.11.2023
Conference number: 15


  • 512 Business and Management
  • Customer Perspective
  • Information System Acceptance
  • Sales Configurators


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