Utility-based design of mobile ticketing applications a conjoint-analytical approach

  • Authors:

  • Hans H. Bauer;Tina Reichardt;Stefanie Exler;Eva Tranka

  • Affiliations:

  • Department of Business Administration and Marketing II, University of Mannheim, L 5, 1, 68131 Mannheim, Germany.;Department of Business Administration and Marketing II, University of Mannheim, L 5, 1, 68131 Mannheim, Germany.;Department of Business Administration and Marketing II, University of Mannheim, L 5, 1, 68131 Mannheim, Germany.;ZS Associates International Inc., Lyoner Strasse 15, 60528 Frankfurt, Germany

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2007

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Abstract

Mobile ticketing is regarded as one of the most promising applications within m-commerce. However, consumer acceptance will only be high, if mobile ticketing is perceived as beneficial. An analysis of the value drivers of mobile ticketing is thus essential. The goal of this study therefore, is to apply consumer behaviour theory to identify the factors that add to the perceived value of mobile ticketing. For this purpose a theoretical analysis is complemented by a conjoint analytical study, the results of which reveal that cost and time-related issues are decisive. To take account of preference heterogeneity, three consumer segments are identified.