Paper Info
Title
Consumer acceptance of service bundles: An empirical investigation in the context of broadband triple play
Abstract
Although offering bundled services promises firms potential synergies in supply and increased revenues, the realized benefits of such a strategy are highly contingent on consumer acceptance of the bundles. Borrowing from TAM, Information Integration Theory, and the customer value concept, we developed a comprehensive model for consumer acceptance of service bundles, which is divided into four general construct types: service characteristics, usefulness/ease of use, attitude, and behavioral intention. Twelve hypotheses were derived and empirically tested in the context of broadband triple play, the bundled offering of broadband Internet access, Internet telephony, and Internet TV. Based on questionnaire responses from 214 study participants and using PLS for analysis, we found overall support for our research model. We concluded by discussing the academic and managerial value of our research, both in terms of advanced knowledge of service bundle acceptance and the adoption of triple play.
Year
DOI
Venue
2012
10.1016/j.im.2011.12.003
Information & Management
Keywords
Field
DocType
service characteristic,internet telephony,managerial value,service bundle,internet tv,customer value concept,service bundle acceptance,empirical investigation,broadband internet access,consumer acceptance,comprehensive model,information integration theory
Revenue,Technology acceptance model,Usability,Knowledge management,Broadband,Engineering,Internet television,Internet access,Integrated information theory,Marketing,Voice over IP
Journal
Volume
Issue
ISSN
49
2
0378-7206
Citations 
PageRank 
References 
8
0.51
10
Authors
2
Name
Order
Citations
PageRank
Oliver Schilke11563.69
Bernd W. Wirtz21585.77