FINAL_BH_ijcaMANETms_SPE71T[1] - Mobile Device-Based...

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Mobile Device-Based Offers: Determinants of Consumer Response in Sophisticated (Extreme) Users Bruce A. Heiman San Francisco State Univ., International Business Dept. 4133 Park Bl Palo Alto CA 94306 Michelle Beringer San Francisco State Univ., International Business Dept. 4133 Park Blvd. Palo Alto CA 9430 ABSTRACT We explore empirically, using quantitative methods, factors affecting extreme-user response to mobile device promotional offers. A convenience sample of expert users was surveyed from a US Executive MBA Program. The data, consisting of survey responses (Likert-type scales and dummy variables), were analyzed using ordinary least squares (multiple) regression. Our findings show that (1) use of text media, (2) use of email media, (3) providing personal information, and (4) concern about privacy issues predict increased response to mobile phone promotional offers. This preliminary study offers insights for academics studying new technology adoption, as well as for retailers interested in enhancing their promotional strategies through pushing the frontier of mobile device technology. Our approach additionally has value for user-centric research under a design thinking framework; it represents a potentially powerful tool for data analysis that mitigates some of the issues with (more qualitative) anthropological ethnographic work, notably observer bias. General Terms User interface design, Experience design, Wireless mobile device, Future retail scenario, User-centric research. Keywords Mobile device-based offers, consumer response, extreme users, interface design, retail consumers. 1. INTRODUCTION Broadly, we propose and demonstrate a novel approach to studying extreme mobile device-users’ tendency to respond to location-based wireless offers under a user-centric research based on design thinking (Heiman and Burnett, 2009). Our main contribution is to deploy a “conventional social science” empirical method in a non- conventional manner , for interaction design purposes. Surveying extreme mobile device-users in a retail environment (receiving sales offers/promotions via smartphone) offers concrete insights regarding possible near-future transactional setups and the local positive network effects of propagation through routine social media. We explore the latter primarily through a brief fictional scenario to increase clarity regarding the types of transactions we envision comprising early location-based, mobile-device-based transactions in the US. The existing convention for this type of exploration has been anthropological ethnography. Our approach identifies an alternative method with fewer methodological issues than ethnography. By using straightforward quantitative analysis (OLS regression) of survey data focused on perceived key factors, we mitigate issues of
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This note was uploaded on 09/30/2011 for the course IBUS 620 taught by Professor Staff during the Spring '11 term at S.F. State.

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FINAL_BH_ijcaMANETms_SPE71T[1] - Mobile Device-Based...

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