The Effect of Communicating E-service Benefits on Consumer E-service Adoption

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http://hdl.handle.net/10138/135162
Title: The Effect of Communicating E-service Benefits on Consumer E-service Adoption
Author: Hellman, Pia
Contributor: Svenska handelshögskolan, institutionen för marknadsföring, marknadsföring
Hanken School of Economics, Department of Marketing, Marketing
Publisher: Svenska handelshögskolan
Date: 2014-06-04
Belongs to series: Economics and Society – 271
ISBN: 978-952-232-231-9 (printed)
978-952-232-232-6 (PDF)
ISSN: 0424-7256 (printed)
2242-699X (PDF)
URI: http://hdl.handle.net/10138/135162
Abstract: The starting point of this research was the increasing popularity of companies introducing e-services because of the expected increase in efficiency. However, the introduction of an e-service does not automatically lead to usage. Research shows that even when consumers say that they prefer to have their transactions handled by digital channels, the adoption rate of e-services is lower than what the company has expected. This study set out to investigate if marketing communication through e-mail could increase e-service adoption rates. There is clearly a lack of understanding of what drives consumers to use e-services. Generally, there are monetary benefits for the company when consumers switch to online services. For the consumers, however, the benefits are not necessarily evident. In order to build positive consumer perceptions of the e-service benefits and increase e-service adoption, the firms need to communicate the benefits to consumers. This thesis investigates if communicating e-service benefits to consumers can increase e-service adoption. Based on a conceptual framework of e-service benefits and e-service communication, the effect of communicating e-service benefits through e-mail in a b-to-c environment was measured. Three studies were conducted, of which the main study was a field experiment. An experimental design was applied to new customers of a telecom service provider. Three benefits were measured: time savings, easy to use, and access to information. The adoption was measured as the web traffic, including e-mail click-through-rates and login rates to the e-service. The effect of each e-service benefit used alone, in pairs or in a combination of all three benefits was measured. The effect of repeat actions was also tested. The findings from the experiment revealed that there were differences between the effects of the treatments on different behaviors in the adoption process. However, this research failed to provide strong evidence supporting a positive effect of e-mail communication on e-service adoption. Nevertheless, the results suggest that companies should carefully investigate which benefits consumers are seeking and how to communicate the benefits during the stages of the consumer adoption process. The study shows that consumers’ interest in and perception of e-service benefits can vary during the different stages of the e-service adoption process.
Subject: e-service adoption
e-service benefits
e-service communication
e-mail marketing
click-through rates
login rates


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