Advertisement

Promoting Technological Innovations: Towards an Integration of Traditional and Social Media Communication Channels

  • Timm F. WagnerEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10282)

Abstract

The aim of this study is to examine how the mechanisms of consumer adoption of technological innovations have been affected by the advent of social media. For this purpose, a list of major adoption determinants is derived from previous research, including theories such as innovation diffusion theory, the technology acceptance model, and the unified theory of acceptance and use of technology. Findings from empirical research are used to show which adoption determinants can be influenced through firms’ communication efforts and how this can be done. After outlining how social media jumbles the established routines and mechanisms of marketing communications, this article explains how these new circumstances in the social media landscape can assist firms to facilitate innovation adoption. The main contribution of this article is to connect the established research field of technology and innovation adoption with the new and emerging field of social media research.

Keywords

Technological innovation Innovation diffusion theory Technology acceptance model UTAUT2 Marketing communications Social media 

References

  1. 1.
    Castellion, G., Markham, S.K.: Perspective: new product failure rates: Influence of Argumentum ad populum and self-interest. J. Prod. Innov. Manag. 30, 976–979 (2013)CrossRefGoogle Scholar
  2. 2.
    van der Panne, G., van Beers, C., Kleinknecht, A.: Success and failure of innovation: a literature review. Int. J. Innov. Manag. 7, 309–338 (2003)CrossRefGoogle Scholar
  3. 3.
    Gourville, J.T.: Eager sellers stony buyers: understanding the psychology of new-product adoption. Harvard Bus. Rev. 84, 98–106 (2006)Google Scholar
  4. 4.
    Venkatesh, V., Thong, J.Y.L., Xu, X.: Consumer acceptance and use of information technology: extending the unified theory. MIS Q. 36, 157–178 (2012)Google Scholar
  5. 5.
    Srinivasan, R., Lilien, G.L., Rangaswamy, A.: Technological opportunism and radical technology adoption: an application to e-business. J. Mark. 66, 47–60 (2002)CrossRefGoogle Scholar
  6. 6.
    Delre, S.A., Jager, W., Bijmolt, T.H.A., Janssen, M.A.: Will it spread or not? The effects of social influences and network topology on innovation diffusion. J. Prod. Innov. Manag. 27, 267–282 (2010)CrossRefGoogle Scholar
  7. 7.
    Midgley, D.F.: Innovation and New Product Marketing. Croom Helm, London (1977)Google Scholar
  8. 8.
    Mohr, J.J., Sarin, S.: Drucker’s insights on market orientation and innovation: Implications for emerging areas in high-technology marketing. J. Acad. Mark. Sci. 37, 85–96 (2009)CrossRefGoogle Scholar
  9. 9.
    Slater, S.F., Mohr, J.J., Sengupta, S.: Radical product innovation capability: literature review, synthesis, and illustrative research propositions. J. Prod. Innov. Manag. 31, 552–566 (2014)CrossRefGoogle Scholar
  10. 10.
    Ram, S., Sheth, J.N.: Consumer resistance to innovations: the marketing problem and its solutions. J. Consum. Mark. 6, 5–14 (1989)CrossRefGoogle Scholar
  11. 11.
    Risselada, H., Verhoef, P.C., Bijmolt, T.H.A.: Dynamic effects of social influence and direct marketing on the adoption of high-technology products. J. Mark. 78, 52–68 (2014)CrossRefGoogle Scholar
  12. 12.
    Rogers, E.M.: Diffusion of Innovations, 5th edn. The Free Press, New York (2003)Google Scholar
  13. 13.
    Baccarella, C.V., Scheiner, C.W., Trefzger, T.F., Voigt, K.-I.: Communicating high-tech products – a comparison between print advertisements of automotive premium and standard brands. Int. J. Technol. Mark. 11, 24–38 (2016)CrossRefGoogle Scholar
  14. 14.
    El Houssi, A.A., Morel, K.P.N., Hultink, E.J.: Effectively communicating new product benefits to consumers: the use of analogy versus literal similarity. Adv. Consum. Res. 32, 554–559 (2005)Google Scholar
  15. 15.
    Feiereisen, S., Wong, V., Broderick, A.J.: Analogies and mental simulations in learning for really new products: the role of visual attention. J. Prod. Innov. Manag. 25, 593–607 (2008)CrossRefGoogle Scholar
  16. 16.
    Higgins, S.H., Shanklin, W.L.: Seeking mass market acceptance for high-technology consumer products. J. Consum. Mark. 9, 5–14 (1992)CrossRefGoogle Scholar
  17. 17.
    Prins, R., Verhoef, P.C.: Marketing communication drivers of adoption timing of a new e-service. J. Mark. 71, 169–183 (2007)CrossRefGoogle Scholar
  18. 18.
    Talke, K., Snelders, D.: Information in launch messages: stimulating the adoption of new high-tech consumer products. J. Prod. Innov. Manag. 30, 732–749 (2013)CrossRefGoogle Scholar
  19. 19.
    Eismann, T.T., Wagner, T.F., Baccarella, C.V., Voigt, K.-I.: Untangling social media excellence: five typical patterns of super successful posts. In: Proceedings of the 16th International Marketing Trends Conference, pp. 727–735 (2017)Google Scholar
  20. 20.
    Kohli, C., Suri, R., Kapoor, A.: Will social media kill branding? Bus. Horiz. 58, 35–44 (2015)CrossRefGoogle Scholar
  21. 21.
    Trefzger, T.F., Baccarella, C.V., Scheiner, C.W., Voigt, K.-I.: Hold the line! The challenge of being a premium brand in the social media era. In: Meiselwitz, G. (ed.) SCSM 2016. LNCS, vol. 9742, pp. 461–471. Springer, Cham (2016). doi: 10.1007/978-3-319-39910-2_43 CrossRefGoogle Scholar
  22. 22.
    Patterson, A.: Social-networkers of the world, unite and take over: a meta-introspective perspective on the Facebook brand. J. Bus. Res. 65, 527–534 (2012)CrossRefGoogle Scholar
  23. 23.
    Einwiller, S.A., Steilen, S.: Handling complaints on social network sites - an analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies. Publ. Relat. Rev. 41, 195–204 (2015)CrossRefGoogle Scholar
  24. 24.
    Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., et al.: The impact of new media on customer relationships. J. Serv. Res. 13, 311–330 (2010)CrossRefGoogle Scholar
  25. 25.
    Bruhn, M., Schoenmueller, V., Schäfer, D.B.: Are social media replacing traditional media in terms of brand equity creation? Manag. Res. Rev. 35, 770–790 (2012)CrossRefGoogle Scholar
  26. 26.
    Kane, G., Labianca, G., Borgatti, S.P.: What’s different about social media networks? A framework and research agenda. MIS Q. 38, 275–304 (2014)Google Scholar
  27. 27.
    John, G., Weiss, A.M., Dutta, S.: Marketing in technology-intensive markets: toward a conceptual framework. J. Mark. 63, 78–91 (1999)CrossRefGoogle Scholar
  28. 28.
    Moriarty, R.T., Kosnik, T.J.: High-tech-marketing: concepts, continuity, and change. Sloan Manag. Rev. 30, 7–17 (1989)Google Scholar
  29. 29.
    Voigt, K.-I.: Industrielles Management - Industriebetriebslehre aus prozessorientierter Sicht. Springer, Berlin (2008)Google Scholar
  30. 30.
    Gardner, D.M., Johnson, F., Lee, M., Wilkinson, I.: A contingency approach to marketing high technology products. Eur. J. Mark. 34, 1053–1077 (2000)CrossRefGoogle Scholar
  31. 31.
    Garcia, R., Bardhi, F., Friedrich, C.: Overcoming consumer resistance to innovation. MIT Sloan Manag. Rev. 48, 82–88 (2007)Google Scholar
  32. 32.
    Moriarty, R.T., Kosnik, T.J.: High-Tech vs. Low Tech Marketing: Where’s the Beef?. Harvard Business School Publish, Boston (1987)Google Scholar
  33. 33.
    Hoeffler, S.: Measuring preferences for really new products. J. Mark. Res. 40, 406–420 (2003)CrossRefGoogle Scholar
  34. 34.
    Garcia, R., Calantone, R.: A critical look at technological innovation typology and innovativeness terminology: a literature review. J. Prod. Innov. Manag. 19, 110–132 (2002)CrossRefGoogle Scholar
  35. 35.
    Dewar, R.D., Dutton, J.E.: The adoption of radical and incremental innovations: an empirical analysis. Manag. Sci. 32, 1422–1433 (1986)CrossRefGoogle Scholar
  36. 36.
    Hirunyawipada, T., Paswan, A.K.: Consumer innovativeness and perceived risk: implications for high technology product adoption. J. Consum. Mark. 23, 182–198 (2006)CrossRefGoogle Scholar
  37. 37.
    Ellen, P., Bearden, W., Sharma, S.: Resistance to technological innovations: an examination of the role of self-efficacy and performance satisfaction. J. Acad. Mark. Sci. 19, 297–307 (1991)CrossRefGoogle Scholar
  38. 38.
    Ram, S.: A model of innovation resistance. Adv. Consum. Res. 14, 208–212 (1987)Google Scholar
  39. 39.
    Bagozzi, R.P., Lee, K.-H.: Consumer resistance to, and acceptance of, innovations. Adv. Consum. Res. 26, 218–225 (1999)Google Scholar
  40. 40.
    Heidenreich, S., Kraemer, T.: Innovations - doomed to fail? Investigating strategies to overcome passive innovation resistance. J. Prod. Innov. Manag. 33, 277–297 (2016)CrossRefGoogle Scholar
  41. 41.
    Hoehle, H., Scornavacca, E., Huff, S.: Three decades of research on consumer adoption and utilization of electronic banking channels: a literature analysis. Decis. Support Syst. 54, 122–132 (2012)CrossRefGoogle Scholar
  42. 42.
    Schepers, J., Wetzels, M.: A meta-analysis of the technology acceptance model: investigating subjective norm and moderation effects. Inf. Manag. 44, 90–103 (2007)CrossRefGoogle Scholar
  43. 43.
    Venkatesh, V., Morris, M.G., Davis, G.B., Davis, F.D.: User acceptance of information technology: toward a unified view. MIS Q. 27, 425–478 (2003)Google Scholar
  44. 44.
    Rogers, E.M.: Diffusion of Innovations, 1st edn. The Free Press, New York (1962)Google Scholar
  45. 45.
    Fishbein, M., Ajzen, I.: Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading (1975)Google Scholar
  46. 46.
    Ajzen, I.: The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 50, 179–211 (1991)CrossRefGoogle Scholar
  47. 47.
    Venkatesh, V., Davis, F.D.: A theoretical extension of the technology acceptance model: four longitudinal field studies. Manag. Sci. 46, 186–204 (2000)CrossRefGoogle Scholar
  48. 48.
    Davis, F.D.: Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 13, 319–339 (1989)CrossRefGoogle Scholar
  49. 49.
    Karahanna, E., Agarwal, R., Angst, C.M.: Reconceptualizing compatibility beliefs in technology acceptance research. MIS Q. 30, 781–804 (2006)Google Scholar
  50. 50.
    Kulviwat, S., Bruner, G.C., Al-Shuridah, O.: The role of social influence on adoption of high tech innovations: the moderating effect of public/private consumption. J. Bus. Res. 62, 706–712 (2009)CrossRefGoogle Scholar
  51. 51.
    Sun, H.: A longitudinal study of herd behavior in the adoption and continued use of technology. MIS Q. 37, 1013–1041 (2013)Google Scholar
  52. 52.
    Demangeot, C., Broderick, A.J.: Consumer perceptions of online shopping environments. J. Bus. Res. 30, 461–469 (2010)Google Scholar
  53. 53.
    Mehrabian, A., Russel, J.A.: An Approach to Environmental Psychology. MIT Press, Cambridge (1974)Google Scholar
  54. 54.
    Beaudry, A., Pinsonneault, A.: The other side of acceptance: studying the direct and indirect effects of emotions on information technology use. MIS Q. 34, 689–710 (2010)Google Scholar
  55. 55.
    Turel, O., Serenko, A., Bontis, N.: User acceptance of hedonic digital artifacts: a theory of consumption values perspective. Inf. Manag. 47, 53–59 (2010)CrossRefGoogle Scholar
  56. 56.
    Limayem, M., Hirt, S.G., Cheung, C.M.K.: How habit limits the predictive power of intention: the case of information systems continuance. MIS Q. 31, 705–737 (2007)Google Scholar
  57. 57.
    Choi, J.K., Ji, Y.G.: Investigating the importance of trust on adopting an autonomous vehicle. Int. J. Hum.-Comput. Interact. 31, 692–702 (2015)MathSciNetCrossRefGoogle Scholar
  58. 58.
    Lippert, S.K., Davis, M.: A conceptual model integrating trust into planned change activities to enhance technology adoption behavior. J. Inf. Sci. 32, 434–448 (2006)CrossRefGoogle Scholar
  59. 59.
    Miltgen, C.L., Popovič, A., Oliveira, T.: Determinants of end-user acceptance of biometrics: integrating the “big 3” of technology acceptance with privacy context. Decis. Support Syst. 56, 103–114 (2013)CrossRefGoogle Scholar
  60. 60.
    Wu, K., Zhao, Y., Zhu, Q., Tan, X., Zheng, H.: A meta-analysis of the impact of trust on technology acceptance model: investigation of moderating influence of subject and context type. Int. J. Inf. Manag. 31, 572–581 (2011)CrossRefGoogle Scholar
  61. 61.
    Mayer, R.C., Davis, J.H., Schoorman, F.D.: An integrative model of organizational trust. Acad. Manag. Rev. 20, 709–734 (1995)Google Scholar
  62. 62.
    Gefen, D., Karahanna, E., Straub, D.W.: Trust and TAM in online shopping: an integrated model. MIS Q. 27, 51–90 (2003)Google Scholar
  63. 63.
    Arndt, J.: A test of the two-step flow in diffusion of a new product. Journal. Mass Commun. Q. 45, 457–465 (1968)CrossRefGoogle Scholar
  64. 64.
    Lazarsfeld, P.E., Berelson, B., Gaudet, H.: The People’s Choice, 2nd edn. Columbia University Press, New York (1948)Google Scholar
  65. 65.
    Lazarsfeld, P.E., Menzel, H.: Mass media and personal influence. In: Schramm, W. (ed.) The Science of Human Communication. Basic Books, New York (1963)Google Scholar
  66. 66.
    Deutsch, M., Gerard, H.B.: A study of normative and informational social influences upon individual judgement. J. Abnorm. Soc. Psychol. 51, 629–636 (1955)CrossRefGoogle Scholar
  67. 67.
    Burnkrant, R.E., Cousineau, A.: Informational and normative social influence in buyer behavior. J. Consum. Res. 2, 206–215 (1975)CrossRefGoogle Scholar
  68. 68.
    Cialdini, R.B., Goldstein, N.J.: Social influence: compliance and conformity. Annu. Rev. Psychol. 55, 591–621 (2004)CrossRefGoogle Scholar
  69. 69.
    Bandura, A.: Social Learning Theory. Prentice-Hall, Englewood Cliffs (1977)Google Scholar
  70. 70.
    Zhao, M., Hoeffler, S., Zauberman, G.: Mental simulation and product evaluation: the affective and cognitive dimensions of process versus outcome simulation. J. Mark. Res. 48, 827–839 (2011)CrossRefGoogle Scholar
  71. 71.
    Baccarella, C.V., Scheiner, C.W., Trefzger, T.F., Voigt, K.-I.: High-tech marketing communication in the automotive industry: a content analysis of print advertisements. Int. J. Bus. Environ. 6, 395–410 (2014)CrossRefGoogle Scholar
  72. 72.
    Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K.: From social to sale: the effects of firm generated content in social media on customer behavior. J. Mark. 80, 7–25 (2016)CrossRefGoogle Scholar
  73. 73.
    eMarketer. Social Network Ad Spending Worldwide (2015). https://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357. Accessed 5 Jan 2017
  74. 74.
    Statista. Social network advertising revenue from 2014 to 2017 (2017). https://www.statista.com/statistics/271406/advertising-revenue-of-social-networks-worldwide/. Accessed 5 Jan 2017
  75. 75.
    Mangold, W.G., Faulds, D.J.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52, 357–365 (2009)CrossRefGoogle Scholar
  76. 76.
    Naylor, R.W., Lamberton, C.P., West, P.M.: Beyond the “like” button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. J. Mark. 76, 105–120 (2012)CrossRefGoogle Scholar
  77. 77.
    Stephen, A.T., Galak, J.: The effects of traditional and social earned media on sales: a study of a microlending marketplace. J. Mark. Res. 49, 624–639 (2012)CrossRefGoogle Scholar
  78. 78.
    Tirunillai, S., Tellis, G.J.: Does chatter really matter? Dynamics of user-generated content and stock performance. Mark. Sci. 31, 198–215 (2012)CrossRefGoogle Scholar
  79. 79.
    Richins, M.L., Root-Schaffer, T.: The role of involvement and opinion leadership in consumer word-of-mouth: an implicit model made explicit. Adv. Consum. Res. 15, 32–36 (1988)Google Scholar
  80. 80.
    Cheung, C., Lee, M.K.O.: What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decis. Support Syst. 53, 218–225 (2012)CrossRefGoogle Scholar
  81. 81.
    Hennig-Thurau, T., Gwinner, K.P., Walsh, G.: Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? J. Interact. Mark. 18, 38–52 (2004)CrossRefGoogle Scholar
  82. 82.
    Trusov, M., Bucklin, R.E., Pauwels, K.: Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. J. Mark. 73, 90–102 (2009)CrossRefGoogle Scholar
  83. 83.
    You, Y., Vadakkepatt, G.G., Joshi, A.M.: A meta-analysis of electronic word-of-mouth elasticity. J. Mark. 79, 19–39 (2015)CrossRefGoogle Scholar
  84. 84.
    Foux, G.: Consumer-generated media: get your customers involved. Brand Strategy 8, 38–39 (2006)Google Scholar
  85. 85.
    Akdeniz, M.B., Calantone, R.J., Voorhees, C.M.: Signaling quality: an examination of the effects of marketing- and nonmarketing-controlled signals on perceptions of automotive brand quality. J. Prod. Innov. Manag. 31, 728–743 (2014)CrossRefGoogle Scholar
  86. 86.
    Pfeffer, J., Zorbach, T., Carley, K.M.: Understanding online firestorms: negative word-of-mouth dynamics in social media networks. J. Mark. Commun. 20, 117–128 (2014)CrossRefGoogle Scholar
  87. 87.
    Schweidel, D.A., Moe, W.W.: Listening in on social media: a joint model of sentiment and venue format choice. J. Mark. Res. 51, 387–402 (2014)CrossRefGoogle Scholar
  88. 88.
    de Vries, N.J., Carlson, J.: Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. J. Brand Manag. 21, 495–515 (2014)CrossRefGoogle Scholar
  89. 89.
    de Vries, L., Gensler, S., Leeflang, P.S.H.: Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J. Interact. Mark. 26, 83–91 (2012)CrossRefGoogle Scholar
  90. 90.
    Cvijikj, P.I., Michahelles, F.: Online engagement factors on Facebook brand pages. Soc. Netw. Anal. Min. 3, 843–861 (2013)CrossRefGoogle Scholar
  91. 91.
    Jahn, B., Kunz, W.: How to transform consumers into fans of your brand. J. Serv. Manag. 19, 482–492 (2012)Google Scholar
  92. 92.
    Madupu, V., Cooley, D.O.: Antecedents and consequences of online brand community participation: a conceptual framework. J. Internet Commer. 9, 127–147 (2010)CrossRefGoogle Scholar
  93. 93.
    Park, N., Kee, K.F., Valenzuela, S.: Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychology Behav. 12, 729–733 (2009)CrossRefGoogle Scholar
  94. 94.
    Gordon, R.: Creating community-connection experiences. In: Peck, A., Malthouse, E. (eds.) Medill on Media Engagement. Hampton Press, Cresskill (2010)Google Scholar
  95. 95.
    Libai, B., Bolton, R., Bugel, M.S., de Ruyter, K., Gotz, O., Risselada, H., et al.: Customer-to-customer interactions: broadening the scope of word of mouth research. J. Serv. Res. 13, 267–282 (2010)CrossRefGoogle Scholar
  96. 96.
    Trefzger, T.F., Baccarella, C.V., Voigt, K.-I.: Antecedents of brand post popularity in Facebook: the influence of images, videos, and text. In: Proceedings of the 15th International Marketing Trends Conference, pp. 1–8 (2016)Google Scholar
  97. 97.
    Booth, N., Matic, J.A.: Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corp. Commun.: Int. J. 16, 184–191 (2011)CrossRefGoogle Scholar
  98. 98.
    Halvorsen, K., Hoffmann, J., Coste-Manière, I., Stankeviciute, R.: Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. J. Glob. Fashion Mark. 4, 211–224 (2013)CrossRefGoogle Scholar
  99. 99.
    Katona, Z.: How to Identify Influence Leaders in Social Media (2012). https://www.bloomberg.com/view/articles/2012-02-27/how-to-identify-influence-leaders-in-social-media-zsolt-katona. Accessed 22 Jan 2017
  100. 100.
    Kretz, G., de Valck, K.: “Pixelize me!”: digital storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs. In: Belk, R.W. (ed.) Research in Consumer Behavior, pp. 313–329. Emerald Group Publishing Limited, Bingley (2010)CrossRefGoogle Scholar
  101. 101.
    YouTube. iPhone 7 Unboxing: Jet Black vs Matte Black! (Video by Marques Brownlee) (2017). https://www.youtube.com/watch?v=J5HtSy5bATk. Accessed 13 Jan 2017
  102. 102.
    Chevalier, J.A., Mayzlin, D.: The effect of word of mouth on sales: online book reviews. J. Mark. Res. 43, 345–354 (2006)CrossRefGoogle Scholar
  103. 103.
    Chintagunta, P.K., Gopinath, S., Venkataraman, S.: The effects of online user reviews on movie box office performance: accounting for sequential rollout and aggregation across local markets. Mark. Sci. 29, 944–957 (2010)CrossRefGoogle Scholar
  104. 104.
    Cui, G., Lui, H.-K., Guo, X.: The effect of online consumer reviews on new product sales. Int. J. Electron. Commer. 17, 39–57 (2012)CrossRefGoogle Scholar
  105. 105.
    Floyd, K., Freling, R., Alhoqail, S., Cho, H.Y., Freling, T.: How online product reviews affect retail sales: a meta-analysis. J. Retail. 90, 217–232 (2014)CrossRefGoogle Scholar
  106. 106.
    Forman, C., Ghose, A., Wiesenfeld, B.: Examining the relationship between reviews and sales: the role of reviewer identity disclosure in electronic markets. Inf. Syst. Res. 19, 291–313 (2008)CrossRefGoogle Scholar
  107. 107.
    Ho-Dac, N.N., Carson, S.J., Moore, W.L.: The effects of positive and negative online customer reviews: do brand strength and category maturity matter? J. Mark. 77, 37–53 (2013)CrossRefGoogle Scholar
  108. 108.
    Marchand, A., Hennig-Thurau, T., Wiertz, C.: Not all digital word of mouth is created equal: understanding the respective impact of consumer reviews and microblogs on new product success. Int. J. Res. Mark. 34 (2017, forthcoming)Google Scholar
  109. 109.
    YouTube. Tutorial - Excel 2010 - 10 Things you must know (Video by Ilan Patao) (2017). https://www.youtube.com/watch?v=-SnBlC_1tSk. Accessed 13 Jan 2017
  110. 110.
    YouTube. Laptop Hardware Repair (Video by Eli the Computer Guy) (2017). https://www.youtube.com/watch?v=UKMEzrP14W4. Accessed 13 Jan 2017
  111. 111.
    Luo, M.M., Chea, S., Chen, J.S.: Web-based information service adoption: a comparison of the motivational model and the uses and gratifications theory. Decis. Support Syst. 51, 21–30 (2011)CrossRefGoogle Scholar
  112. 112.
    Ha, S., Stoel, L.: Consumer e-shopping acceptance: antecedents in a technology acceptance model. J. Bus. Res. 62, 565–571 (2009)CrossRefGoogle Scholar
  113. 113.
    Chaudhuri, A., Hoibrook, M.B.: The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. J. Mark. 65, 81–93 (2001)CrossRefGoogle Scholar
  114. 114.
    Pavlou, P.A.: Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. Int. J. Electron. Commer. 7, 101–134 (2003)Google Scholar

Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.School of Business and EconomicsFriedrich-Alexander-Universität Erlangen-NürnbergNurembergGermany

Personalised recommendations