ENTER2017 eTourism Conference presentation

1. ENTER 2017 Research Track Slide Number 1
Psychological Antecedents of Smartphone Users’
Behaviour along the Mobile Customer Journey
Thomas Wozniaka
, Dorothea Schaffnerb
, Katarina
Stanoevska-Slabevac
, and Vera Lenz-Kesekampc
a
Institute of Tourism, Lucerne School of Business
b
Institute of Communication and Marketing, Lucerne School of Business
c
Institute for Media and Communications Management, University of St.Gallen,
Switzerland
thomas.wozniak@hslu.ch
http://hslu.ch/itw

2. ENTER 2017 Research Track Slide Number 2
Agenda
• Introduction
• Research Model
• Methodology
• Results
• Conclusions

3. ENTER 2017 Research Track Slide Number 3
Introduction
• Smartphone penetration reaching 80 percent
• Mobile shift in online behaviour, but challenging
mobile app environment
• Need for understanding what drives smartphone
use along the mobile customer journey,
psychologically

4. ENTER 2017 Research Track Slide Number 4
Research Model
Smartphone
self-efficacy
Mobile-specific
innovativeness
Personal
attachment to
smartphone
Mobile users‘
information privacy
concerns
pre on site post
Inspiration
Information
Compare prices
Mobile booking
Share experiences
Write reviews
Behaviour along the
mobile customer journey

5. ENTER 2017 Research Track Slide Number 5
Methodology
• Online survey: n=1‘535 usable questionnaires,
collected with help of market research institute
• Target population: smartphone-owning
consumers of all age brackets (15 to 79) in
Switzerland
• Sample: 48.2% female; 28% aged 15 to 29; 14%
aged 60 to 79; 75% from German-speaking part of
Switzerland

6. ENTER 2017 Research Track Slide Number 6
Results: Measurement
Latent variable (# items) Cronbach
alpha (α )
M (SD) Factor
Loadings CFA
Smartphone self-efficacy (4) .79 4.05 (.86) .68 - .80
Mobile-specific
innovativeness (3)
.81 1.73 (.86) .72 - .83
Mobile users’ information
privacy concerns (8)
.95 4.16 (.94) .81 - .88
Personal attachment to
smartphone (3)
.71 2.51 (1.01) .54 - .81
Fit indices: Chi-square = 730.014, degrees of freedom = 129; CFI = .962; GFI = .948;
AGFI = .932; TLI = .962; RMSEA = .055

7. ENTER 2017 Research Track Slide Number 7
Results: Recap research model
Smartphone
self-efficacy
Mobile-specific
innovativeness
Personal
attachment to
smartphone
Mobile users‘
information privacy
concerns
pre on site post
Inspiration
Information
Compare prices
Mobile booking
Share experiences
Write reviews
Behaviour along the
mobile customer journey

8. ENTER 2017 Research Track Slide Number 8
Results: Hypotheses
Smartphone
self-efficacy
Mobile-specific
innovativeness
Personal
attachment to
smartphone
Mobile users‘
information privacy
concerns
pre on site post
Inspiration
Information (R2
= .249)
Compare prices
Mobile booking
Share experiences
Write reviews
Behaviour along the
mobile customer journey
.26
(.000)
.20
(.000)
-.06
(.011)
.23
(.000)

9. ENTER 2017 Research Track Slide Number 9
Results: Hypotheses
Smartphone
self-efficacy
Mobile-specific
innovativeness
Personal
attachment to
smartphone
Mobile users‘
information privacy
concerns
pre on site post
Inspiration
Information
Compare prices
Mobile booking (R2
= .117)
Share experiences
Write reviews
Behaviour along the
mobile customer journey
.09
(.000)
.26
(.000)
-.08
(.001)
.07
(.009)

10. ENTER 2017 Research Track Slide Number 10
Results: Hypotheses
Smartphone
self-efficacy
Mobile-specific
innovativeness
Personal
attachment to
smartphone
Mobile users‘
information privacy
concerns
pre on site post
Inspiration
Information
Compare prices
Mobile booking
Share experiences
Write reviews
Behaviour along the
mobile customer journey
.07
(.004)
.29
(.000)
-.14
(.000)
.09
(.001)
(R2
= .158)

11. ENTER 2017 Research Track Slide Number 11
Results: Summary
• Mobile-specific innovativeness with consistent effects
across all travel phases, with slight increase towards the
on-site and post-travel phase
• Smartphone self-efficacy and personal attachment to
smartphone with relatively stronger effects in the pre-
travel phase, excluding mobile booking
• Mobile users’ information privacy concerns seemingly
more relevant in on-site and post-travel phases

12. ENTER 2017 Research Track Slide Number 12
Conclusions
• Contribution: identified (varying) effect of
psychological factors along mobile customer
journey
• Practitioners need to consider target groups’
innovativeness when creating mobile marketing
offers, and also their abilities and attachment for
early stages of customer journey
• Limitations: rather traditional behaviours; Swiss
sample

13. ENTER 2017 Research Track Slide Number 13
Future research
• Psychological factors as basis for segmenting
travellers with focus on mobile behaviour
• Consider more innovative en-route and on-site
marketing activities (context-based services,
personalization)
• Replicate study with samples from other
countries

14. ENTER 2017 Research Track Slide Number 14
Backup

15. ENTER 2017 Research Track Slide Number 15
Overview of results