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

Tommi Mahlamäki, Kaj Storbacka, Samuli Pylkkönen

Forskningsoutput: Kapitel i bok/rapport/konferenshandlingKonferensbidragVetenskapligPeer review

Sammanfattning

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.

OriginalspråkEngelska
Titel på värdpublikation Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management
RedaktörerLe Gruenwald, Elio Masciari, Colette Rolland, Jorge Bernardino
Antal sidor7
Volym3
FörlagSCITEPRESS Science And Technology Publications
Utgivningsdatum2023
Sidor224-230
ISBN (elektroniskt)978-989-758-671-2
DOI
StatusPublicerad - 2023
MoE-publikationstypA4 Artikel i en konferenspublikation
EvenemangInternational Conference on Knowledge Management and Information Systems - Hybrid, Rome, Italien
Varaktighet: 13.11.202315.11.2023
Konferensnummer: 15
https://www.scitepress.org/ProceedingsDetails.aspx?ID=gftJt+D2CYU=&t=1

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