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

Sandra Schneider
Sandra Schneider
   | 31 mars 2021
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Article Category: Empirical Paper
Publié en ligne: 31 mars 2021
Pages: 85 - 102
Reçu: 12 oct. 2020
Accepté: 26 févr. 2021
DOI: https://doi.org/10.2478/ijme-2021-0004
Mots clés
© 2021 Sandra Schneider, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Path Coefficients (***p ≤ 0.001; **p < 0.01; *p < 0.1; n.s. = not significant).
Path Coefficients (***p ≤ 0.001; **p < 0.01; *p < 0.1; n.s. = not significant).

Fornell–Lacker criterion and construct correlation

1 2 3 4 5 6 7 8 9 10 11 12 13 14
1 Less cards 1.00
2 Exp. convenience benefit 0.82 1.00
3 Permanent availability 0.66 0.67 0.90
4 Per. information value 0.44 0.47 0.51 0.89
5 Financial advantages 0.60 0.59 0.66 0.51 –
6 Exp. loss of control 0.21 0.19 0.21 0.35 0.22 –
7 Subjective norm 0.31 0.32 0.36 0.49 0.38 0.29 –
8 Mobile phone experience 0.16 0.19 0.21 0.19 0.22 0.06 0.10 0.83
9 Innovativeness 0.32 0.36 0.42 0.44 0.32 0.17 0.34 0.57 0.85
10 Use of personal data −0.16 −0.10 −0.17 −0.20 −0.14 −0.26 −0.18 −0.03 −0.12 0.87
11 Per. ease of use 0.58 0.58 0.62 0.56 0.62 0.30 0.51 0.29 0.50 −0.19 0.85
12 Per. usefulness 0.61 0.66 0.76 0.57 0.74 0.30 0.43 0.25 0.41 −0.22 0.75 0.87
13 Intention-to-use 0.57 0.60 0.61 0.57 0.64 0.27 0.52 0.21 0.40 −0.20 0.67 0.70 0.92
14 Usage behavior 0.66 0.67 0.69 0.59 0.70 0.26 0.47 0.23 0.51 −0.26 0.74 0.74 0.77 0.92

Constructs and measurement items

Construct [Source] Measurement item Stand. Loadings/Stand. Weights Cron. alpha AVE IC VIF
Less Cards [Prein, 2011]
By using the mobile loyalty card, I expect to have to keep fewer cards and coupons in my wallet. –
Expected convenience benefit [Prein, 2011]
By using the mobile loyalty card, I expect to be able to use the loyalty card program more conveniently than a conventional program with a plastic loyalty card and paper coupons. –
Permanent availability [Prein, 2011] 0.88 0.81 0.93
By using the mobile loyalty card, I expect to worry less about which loyalty cards to take with me before shopping because I always have my cell phone in my pocket. 0.859
By using the mobile loyalty card, I expect to always be able to find out about offers and points statuses while on the move. 0.907
By using the mobile loyalty card, I expect not to miss out on any offers because I forgot the necessary coupons at home, since I have all the coupons with me on my cell phone. 0.933
Perceived information value [Wilke, 2006] 0.87 0.79 0.92
Through mobile loyalty cards, I learn so much that I can make better decisions while shopping. 0.845
Using the mobile loyalty card to inform me about the offer, products, and coupons while shopping makes the decision easier. 0.912
I am quite confident that I can make the right decisions when shopping through the mobile loyalty card. 0.902
Financial advantages—formative [Prein, 2011] 2.18
By using mobile loyalty cards, I expect to be rewarded with attractive rewards for my loyalty as a customer. 0.654
By using the mobile loyalty card on my cell phone, I expect to save money. 0.061
By using the mobile loyalty card on my cell phone, I expect to receive more/better services for the same price. 0.341
Expected loss of control—formative [Prein, 2011] 1.18
I believe that the provider uses my master data and information about my purchases only for the purposes I want. 0.977
I believe that by using the mobile loyalty card, I no longer have control over entities who might have access to my master data and information about my shopping behavior. −0.105 (n.s.)
Subjective norm—formative [Pousttchi and Goeke, 2011] 1.50
Friends recommend using this mobile service. 0.158 (n.s.)
Experts recommend using this mobile service. 0.555
Friends and colleagues use this mobile service. 0.463
Mobile phone experience/competence [Prein, 2011] 0.78 0.70 0.87
Compared to other people around me, using a cell phone is easy for me. 0.786
I know the functions of my cell phone well. 0.832
I often help friends, acquaintances, and relatives to operate their cell phones. 0.880
Innovativeness [Im and Ha, 2012; Prein, 2011] 0.88 0.73 0.92
I regularly find out about new cell phone apps. 0.830
I enjoy discovering and trying new cell phone apps. 0.900
When I hear about new mobile services for my cell phone, I want to learn about them and try them out as soon as possible. 0.888
In my circle of friends, I am often the first to try out new and innovative cell phone apps. 0.795
Use of personal data [Mann and Prein, 2008] 0.89 0.75 0.92
It annoys me when companies want personal information from me. 0.859
When companies ask me for personal information, I think twice before giving it out. 0.862
It scares me that companies are collecting more and more private information about me. 0.904
It's risky to disclose my personal information to mobile loyalty card providers. 0.838
Perceived ease of use [Pousttchi and Goeke, 2011] 0.87 0.72 0.91
Using mobile loyalty cards is enjoyable for me. 0.854
Using mobile loyalty cards is convenient. 0.908
Using mobile loyalty cards is understandable. 0.849
Learning to use mobile loyalty cards is easy. 0.777
Perceived usefulness [Pousttchi and Goeke, 2011] 0.86 0.79 0.92
Using mobile loyalty cards makes me more flexible. 0.893
I only need one device and can do different things with it. 0.886
I believe the use of mobile loyalty cards is rewarding. 0.880
Intention to use [Mann and Prein, 2008] 0.83 0.86 0.92
How do you rate mobile loyalty card programs in general? 0.931
How do you rate mobile loyalty card programs in principle? 0.918
Usage behavior [Mann and Prein, 2008; Prein, 2011] 0.96 0.85 0.96
I could imagine using my cell phone to collect bonus points. 0.926
I could imagine calling up coupons via app as a QR code and redeeming them. 0.908
I could imagine using the cell phone to access the Internet and/or request location-based coupons and offers via an app. 0.919
I could imagine using my cell phone to go online and/or retrieve information such as bonus point balance via an app. 0.931
I could see myself signing up for a mobile loyalty card program. 0.918
eISSN:
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Business and Economics, Political Economics, Economic Theory, Systems and Structures, Business Management, Management Accounting, Financial Controlling, Cost Calculation, Investment
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