The Effectiveness of Specific Go-to-Market Strategies for Digital Innovation Adoption: An Abstract
The Effectiveness of Specific Go-to-Market Strategies for Digital Innovation Adoption: An Abstract
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数字创新采用的具体进入市场策略的有效性：摘要
DOI：
10.1007/978-3-030-42545-6_85
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发表时间：
2019
期刊：
影响因子：
--
通讯作者：
und Victoria Kuharev
中科院分区：
文献类型：
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作者：
Schuhmacher;Monika C;Elisa Konya-Baumbach;Sabine Kuester;und Victoria Kuharev
初创企业越来越关注开发和推出数字创新（DIs）。消费者最终是否决定采用DI很大程度上取决于他们对DI的可信赖性的第一印象。然而，关于消费者对DIs的最初看法，特别是最初的信任看法的研究很少。基于信号理论，本研究提出，初创企业在推出其DI时，可以通过设计其商业模式的特定方面来发出可信度信号。我们的研究基于几个实验，调查了消费者是否将初始信任纳入其采用初创企业DI的决策中，以及如何克服低初始信任感知。具体而言，我们研究了不同的数字商业模式方面，即利益沟通和收入模式，对初始信任感知的影响。总体而言，我们证明了初始信任感知在人工智能采用中的重要性，并说明了初创企业如何通过设计数字商业模式的特定方面作为可信度信号来克服低初始信任感知。我们的研究有助于特定数字商业模式设计的有效性。首先，我们在信息内容对采用意愿影响的研究基础上增加了研究内容。在这里，我们证明了与专注于数字利益（如透明）相比，特定来源利益（如个性化）的沟通会产生更高的初始信任感知。其次，我们看到基于数据的收益模式的使用比按次付费的收益模式有所增加。初创企业倾向于实施基于数据的收入模式，这种模式似乎具有免费提供DI的优势，旨在提高消费者的接受度和采用度。我们的研究在调查这种基于数据的收入模型的有效性方面迈出了第一步，发现为了克服对DIs的低初始信任感知，初创企业应该重新评估是收取数据价格还是货币价格。事实上，采用按次付费的收入模式似乎比采用基于数据的收入模式（消费者用数据“付费”）产生更高的初始信任度和采用意愿。
Increasingly, start-ups focus on developing and launching digital innovations (DIs). Whether consumers eventually decide to adopt a DI largely depends on their first impression of the DI’s trustworthiness. Nevertheless, research about consumers’ initial perceptions of DIs – especially initial trust perceptions – is scant. Based on signaling theory, this study proposes that start-ups can signal trustworthiness by designing specific aspects of their business models when launching their DIs. Our research based on several experiments investigateswhetherconsumers integrate initial trust in their decision to adopt a start-up’s DI andhowto overcome low initial trust perceptions. Specifically, we examine the influence of different digital business model aspects, i.e. benefit communication and revenue model, on initial trust perceptions.Overall, we demonstrate the importance of initial trust perceptions in DI adoption, and specify how start-ups can overcome low initial trust perceptions by designing specific aspects of digital business models as signals of trustworthiness. Our study contributes to the effectiveness of the design of specific digital business models. First, we add to research investigating the influence of message content on adoption intention. Here, we demonstrate that the communication of origin-specific benefits, such as being personal, leads to higher initial trust perceptions than focusing on digital benefits, such as being transparent. Second, we see a rise in the use of data-based revenue models in contrast to pay-per-use revenue models. Start-ups tend to implement data-based revenue models, which seem to come with the advantage of offering their DI for free, with the intention to increase consumer acceptance and adoption. Our study takes a first step in investigating the effectiveness of such data-based revenue models finding that in order to overcome low initial trust perceptions of DIs, start-ups should reevaluate whether to charge a data price or a monetary price. In fact, employing a pay-per-use revenue model seems to yield higher initial trust perceptions and adoption intentions than employing a data-based revenue model where consumers ‘pay’ with their data.