کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
555690 874148 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Consumer acceptance of service bundles: An empirical investigation in the context of broadband triple play
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر سیستم های اطلاعاتی
پیش نمایش صفحه اول مقاله
Consumer acceptance of service bundles: An empirical investigation in the context of broadband triple play
چکیده انگلیسی

Although offering bundled services promises firms potential synergies in supply and increased revenues, the realized benefits of such a strategy are highly contingent on consumer acceptance of the bundles. Borrowing from TAM, Information Integration Theory, and the customer value concept, we developed a comprehensive model for consumer acceptance of service bundles, which is divided into four general construct types: service characteristics, usefulness/ease of use, attitude, and behavioral intention. Twelve hypotheses were derived and empirically tested in the context of broadband triple play, the bundled offering of broadband Internet access, Internet telephony, and Internet TV. Based on questionnaire responses from 214 study participants and using PLS for analysis, we found overall support for our research model. We concluded by discussing the academic and managerial value of our research, both in terms of advanced knowledge of service bundle acceptance and the adoption of triple play.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Information & Management - Volume 49, Issue 2, March 2012, Pages 81–88
نویسندگان
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