How Customers Trust Mobile Marketing Applications
ISBN
978-1-62993-426-6
Type
conference paper
Date Issued
2013-12-15
Author(s)
Research Team
IWI6
Abstract
Smartphone applications for marketing purposes like free advertising games or mobile loyalty programs are becoming increasingly prevalent. Unfortunately, due to recurring news about the excessive use of personal data, many customers consider such applications as suspicious. As a key driver for adoption, organizations try to facilitate customers' perceived trust in the applications. In this paper, we propose a third-order trust model to evaluate the influence of technology-related trust dimensions and determinants. To evaluate their impact, we conducted a free online experiment. Surprisingly, the results of our study show that the process dimension has no significant impact on trust, indicating that users are not concerned with the underlying mechanisms of the IT artifact. Nevertheless, performance and purpose with their corresponding determinants have a significant impact on trust. Thus, by examining technology-related trust determinants for mobile marketing applications, we offer design implications to address users trust in the application development.
Language
English
Keywords
Mobile Marketing Applications
Loyalty Programs
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings of the International Conference on Information Systems, ICIS 2013
Publisher
Association for Information Systems
Publisher place
AIS Electronic Library (AISeL)
Start page
22
Event Title
34th International Conference on Information Systems (ICIS 2013)
Event Location
Milano, Italy
Event Date
15.-08.12.2013
Subject(s)
Division(s)
Eprints ID
226189
File(s)![Thumbnail Image]()
open.access
Name
JML_446.pdf
Size
537.31 KB
Format
Adobe PDF
Checksum (MD5)
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