Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use

Tommi Mahlamäki, Kaj Storbacka, Samuli Pylkkönen

2023

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.

Paper Citation

in Harvard Style

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 - Volume 3: KMIS; ISBN 978-989-758-671-2, SciTePress, pages 224-230. DOI: 10.5220/0012204800003598

in Bibtex Style

@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 - Volume 3: KMIS},
year={2023},
pages={224-230},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012204800003598},
isbn={978-989-758-671-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 15th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management - Volume 3: KMIS
TI - Acceptance of Digital Sales and Marketing Tools: A Customer Perspective on Intention to Use
SN - 978-989-758-671-2
AU - Mahlamäki T.
AU - Storbacka K.
AU - Pylkkönen S.
PY - 2023
SP - 224
EP - 230
DO - 10.5220/0012204800003598
PB - SciTePress