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Authors: Tommi Mahlamäki 1 ; Kaj Storbacka 2 and Samuli Pylkkönen 1

Affiliations: 1 Unit of Industrial Engineering and Management, Tampere University, Tampere, Finland ; 2 Department of Marketing, Hanken School of Economics, Helsinki, Finland

Keyword(s): Information System Acceptance, Sales Configurators, Customer Perspective.

Abstract: Digital sales and marketing tools are important for the success of modern business-to-business (B2B) companies. While many of these information systems or tools can also be used by the customer, surprisingly little is known about the customer’s perception of these tools and the acceptance process itself. This research targets this research gap by developing and testing a structural equation model (PLS-SEM) to investigate customer perceptions and intentions to use digital sales and marketing tools, namely sales configurators. An online questionnaire was developed, and the responses of 113 B2B professionals were analyzed. The results showed that customers’ intention to use digital sales and marketing tools was influenced by ease of use and perceived usefulness. Ease of navigation and information quality also played a significant role in the acceptance process of these tools.

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Paper citation in several formats:
Mahlamäki, T.; Storbacka, K. and Pylkkönen, S. (2023). Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use. In Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - KMIS; ISBN 978-989-758-671-2; ISSN 2184-3228, SciTePress, pages 224-230. DOI: 10.5220/0012204800003598

@conference{kmis23,
author={Tommi Mahlamäki. and Kaj Storbacka. and Samuli Pylkkönen.},
title={Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use},
booktitle={Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - KMIS},
year={2023},
pages={224-230},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012204800003598},
isbn={978-989-758-671-2},
issn={2184-3228},
}

TY - CONF

JO - Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - KMIS
TI - Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use
SN - 978-989-758-671-2
IS - 2184-3228
AU - Mahlamäki, T.
AU - Storbacka, K.
AU - Pylkkönen, S.
PY - 2023
SP - 224
EP - 230
DO - 10.5220/0012204800003598
PB - SciTePress

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