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Partial Least Squares (PLS-SEM): Analyse der Einflussfaktoren auf die Akzeptanz mobiler Kundenkarten in der Generation der Digital Natives

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Zusammenfassung

Kundenkartenprogramme gehören seit Jahren zu den Instrumenten der Kundenbindung. Die begrenzte physische Mitführbarkeit und fortschreitende Digitalisierung führte zur Entwicklung der mobilen Kundenkarte. Es stellt sich somit die Frage, welche Faktoren die Akzeptanz der mobilen Variante beeinflussen. Dies gilt insbesondere für die Generation der Digital Natives, welche sich besonders affin für mobile Anwendungen zeigt. Grundlage der Untersuchung bildet das Technology Acceptance Model (TAM) von Davis (1989), welches literaturbasiert erweitert wurde. Zur Modellprüfung wurden primäre Daten mittels einer Onlinebefragung generiert und mit PLS-SEM ausgewertet. Die Ergebnisse zeigen, dass sowohl die finanziellen Vorteile als auch die permanente Verfügbarkeit auf die Nützlichkeit einwirken. Auch die Meinung dritter Personen sowie eine einfache Bedienbarkeit besitzen hier einen Einfluss. Im Einklang mit dem Privacy Paradoxon haben Vorbehalte gegenüber der Nutzung persönlicher Daten keinen negativen Impact.

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Notes

  1. 1.

    Aus Gründen der besseren Lesbarkeit wird auf die gleichzeitige Verwendung der Sprachformen männlich, weiblich und divers (m/w/d) verzichtet. Sämtliche Personenbezeichnungen gelten gleichermaßen für alle Geschlechter und enthalten keine Wertung.

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    Sandra Schneider & Silvia Boßow-Thies

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    Silvia Boßow-Thies

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Schneider, S., Boßow-Thies, S. (2022). Partial Least Squares (PLS-SEM): Analyse der Einflussfaktoren auf die Akzeptanz mobiler Kundenkarten in der Generation der Digital Natives. In: Boßow-Thies, S., Krol, B. (eds) Quantitative Forschung in Masterarbeiten. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-35831-0_14

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