The incidence of incentives for t-commerce acceptance: improving television as a distribution channel

Purpose This paper aims to explore the impact of incentives on the behavioral intention to use electronic commerce through interactive television to enhance a deeper understanding of how television platforms can improve the attractiveness of television to enterprises as a channel of communication an...

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Detalles Bibliográficos
Autores: Arroyo Cañada, Francisco Javier, Gil Lafuente, Jaime
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2016
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:2445/97681
Acceso en línea:https://hdl.handle.net/2445/97681
Access Level:acceso abierto
Palabra clave:Televisió interactiva
Televisió digital
Comerç electrònic
Conducta dels consumidors
Interactive television
Digital television
Electronic commerce
Consumer behavior
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spelling The incidence of incentives for t-commerce acceptance: improving television as a distribution channelArroyo Cañada, Francisco JavierGil Lafuente, JaimeTelevisió interactivaTelevisió digitalComerç electrònicConducta dels consumidorsInteractive televisionDigital televisionElectronic commerceConsumer behaviorPurpose This paper aims to explore the impact of incentives on the behavioral intention to use electronic commerce through interactive television to enhance a deeper understanding of how television platforms can improve the attractiveness of television to enterprises as a channel of communication and distribution. Design/methodology/approach This research uses a questionnaire to collect empirical data on preferences related to perceived usefulness, perceived ease of use, perceived enjoyment, attitude toward the use of t-commerce, behavioral intention to use t-commerce and incentives. The measurement scales of the variables were tested using exploratory factor analysis. The hypotheses were tested using the results of forgotten effects analysis applied to the incidences of incentives on the precedents of the behavioral intention to use t-commerce. Findings The findings suggest that there are no significant direct incidences between incentives and the behavioral intention to use t-commerce, but the direct incidence is only part of the total incidence and on many occasions is only a small part, as the result of causal relationships between causes and effects. The results indicate indirect incidences between incentives and the behavioral intention to use t-commerce through its precedents. Practical implications Marketing managers of television platforms may consider the use of incentives to encourage behavioral intention to use t-commerce to achieve the development of interactive television as a distribution channel. Originality/value Research on t-commerce acceptance, especially research that uses extrinsic variables, is scarce. This paper addresses that gap by exploring the use of incentives to attract users.Emerald2016201620162016info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfhttps://hdl.handle.net/2445/97681Articles publicats en revistes (Empresa)reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésVersió postprint del document publicat a: http://dx.doi.org/10.1108/JBIM-04-2013-0072Journal of Business & Industrial Marketing, 2016, vol. 31, num. 3http://dx.doi.org/10.1108/JBIM-04-2013-0072(c) Emerald, 2016info:eu-repo/semantics/openAccessoai:recercat.cat:2445/976812026-05-29T05:05:01Z
dc.title.none.fl_str_mv The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
title The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
spellingShingle The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
Arroyo Cañada, Francisco Javier
Televisió interactiva
Televisió digital
Comerç electrònic
Conducta dels consumidors
Interactive television
Digital television
Electronic commerce
Consumer behavior
title_short The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
title_full The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
title_fullStr The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
title_full_unstemmed The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
title_sort The incidence of incentives for t-commerce acceptance: improving television as a distribution channel
dc.creator.none.fl_str_mv Arroyo Cañada, Francisco Javier
Gil Lafuente, Jaime
author Arroyo Cañada, Francisco Javier
author_facet Arroyo Cañada, Francisco Javier
Gil Lafuente, Jaime
author_role author
author2 Gil Lafuente, Jaime
author2_role author
dc.subject.none.fl_str_mv Televisió interactiva
Televisió digital
Comerç electrònic
Conducta dels consumidors
Interactive television
Digital television
Electronic commerce
Consumer behavior
topic Televisió interactiva
Televisió digital
Comerç electrònic
Conducta dels consumidors
Interactive television
Digital television
Electronic commerce
Consumer behavior
description Purpose This paper aims to explore the impact of incentives on the behavioral intention to use electronic commerce through interactive television to enhance a deeper understanding of how television platforms can improve the attractiveness of television to enterprises as a channel of communication and distribution. Design/methodology/approach This research uses a questionnaire to collect empirical data on preferences related to perceived usefulness, perceived ease of use, perceived enjoyment, attitude toward the use of t-commerce, behavioral intention to use t-commerce and incentives. The measurement scales of the variables were tested using exploratory factor analysis. The hypotheses were tested using the results of forgotten effects analysis applied to the incidences of incentives on the precedents of the behavioral intention to use t-commerce. Findings The findings suggest that there are no significant direct incidences between incentives and the behavioral intention to use t-commerce, but the direct incidence is only part of the total incidence and on many occasions is only a small part, as the result of causal relationships between causes and effects. The results indicate indirect incidences between incentives and the behavioral intention to use t-commerce through its precedents. Practical implications Marketing managers of television platforms may consider the use of incentives to encourage behavioral intention to use t-commerce to achieve the development of interactive television as a distribution channel. Originality/value Research on t-commerce acceptance, especially research that uses extrinsic variables, is scarce. This paper addresses that gap by exploring the use of incentives to attract users.
publishDate 2016
dc.date.none.fl_str_mv 2016
2016
2016
2016
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2445/97681
url https://hdl.handle.net/2445/97681
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Versió postprint del document publicat a: http://dx.doi.org/10.1108/JBIM-04-2013-0072
Journal of Business & Industrial Marketing, 2016, vol. 31, num. 3
http://dx.doi.org/10.1108/JBIM-04-2013-0072
dc.rights.none.fl_str_mv (c) Emerald, 2016
info:eu-repo/semantics/openAccess
rights_invalid_str_mv (c) Emerald, 2016
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv Articles publicats en revistes (Empresa)
reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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