<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile loyalty cards were developed. The basis for the use of mobile loyalty cards is sufficient consumer acceptance. This work is expected to contribute to the explanation of acceptance in the form of usage behavior. Based on the Technology-Acceptance-Model-2 (TAM2) and the literature, hypotheses were derived and a research model was developed. For model testing, a dataset of 255 participants was generated through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that in addition to financial benefits, convenience benefits and psychological factors also have an influence on acceptance. Furthermore, the usage behavior is not negatively influenced by the expected loss of control over personal data. Based on the findings, indications for marketing implementation are given for the confirmed factors.</p>
</abstract>

The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile loyalty cards were developed. The basis for the use of mobile loyalty cards is sufficient consumer acceptance. This work is expected to contribute to the explanation of acceptance in the form of usage behavior. Based on the Technology-Acceptance-Model-2 (TAM2) and the literature, hypotheses were derived and a research model was developed. For model testing, a dataset of 255 participants was generated through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that in addition to financial benefits, convenience benefits and psychological factors also have an influence on acceptance. Furthermore, the usage behavior is not negatively influenced by the expected loss of control over personal data. Based on the findings, indications for marketing implementation are given for the confirmed factors.

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Hungarian University of Agriculture and Life Sciences

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Acceptance of mobile loyalty cards in the German B2C consumer goods market"}

The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer...

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Article Category: Empirical Paper

Published Online: Mar 31, 2021

Page range: 85 - 102

Received: Oct 12, 2020

Accepted: Feb 26, 2021

DOI: https://doi.org/10.2478/ijme-2021-0004

Keywords
mobile loyalty cards, acceptance, TAM2

© 2021 Sandra Schneider, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Article Category: Empirical Paper

Published Online: Mar 31, 2021

Page range: 85 - 102

Received: Oct 12, 2020

Accepted: Feb 26, 2021

DOI: https://doi.org/10.2478/ijme-2021-0004

Keywordsmobile loyalty cards, acceptance, TAM2

© 2021 Sandra Schneider, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
mobile loyalty cards, acceptance, TAM2