How Customers Trust Mobile Marketing Applications

Thirty Fourth International Conference on Information Systems, Milan 2013

22 Pages Posted: 1 Aug 2014

See all articles by Andreas Janson

Andreas Janson

University of Kassel

Axel Hoffmann

University of Kassel

Holger Hoffmann

University of Kassel

J. M. Leimeister

University of St. Gallen; University of Kassel - Information Systems

Date Written: July 30, 2014

Abstract

Smartphone applications for marketing purposes like free advertising games or mobile loyalty programs are becoming increasingly prevalent. Unfortunately, due to recurring news about the excessive use of personal data, many customers consider such applications as suspicious. As a key driver for adoption, organizations try to facilitate customers’ perceived trust in the applications. In this paper, we propose a third-order trust model to evaluate the influence of technology-related trust dimensions and determinants. To evaluate their impact, we conducted a free online experiment. Surprisingly, the results of our study show that the process dimension has no significant impact on trust, indicating that users are not concerned with the underlying mechanisms of the IT artifact. Nevertheless, performance and purpose with their corresponding determinants have a significant impact on trust. Thus, by examining technology-related trust determinants for mobile marketing applications, we offer design implications to address users trust in the application development.

Keywords: Trust, Mobile Marketing Applications, Loyalty Programs

Suggested Citation

Janson, Andreas and Hoffmann, Axel and Hoffmann, Holger and Leimeister, Jan Marco, How Customers Trust Mobile Marketing Applications (July 30, 2014). Thirty Fourth International Conference on Information Systems, Milan 2013, Available at SSRN: https://ssrn.com/abstract=2474178

Andreas Janson

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

Axel Hoffmann

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

Holger Hoffmann

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

Jan Marco Leimeister (Contact Author)

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

University of Kassel - Information Systems ( email )

Nora-Platiel 4
Kassel, 34127
Germany

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