Consumer acceptance of service bundles: An empirical investigation in the context of broadband triple play

Oliver Schilke, Bernd W. Wirtz

Research output: Contribution to journalArticle

25 Scopus citations

Abstract

Although offering bundled services promises firms potential synergies in supply and increased revenues, the realized benefits of such a strategy are highly contingent on consumer acceptance of the bundles. Borrowing from TAM, Information Integration Theory, and the customer value concept, we developed a comprehensive model for consumer acceptance of service bundles, which is divided into four general construct types: service characteristics, usefulness/ease of use, attitude, and behavioral intention. Twelve hypotheses were derived and empirically tested in the context of broadband triple play, the bundled offering of broadband Internet access, Internet telephony, and Internet TV. Based on questionnaire responses from 214 study participants and using PLS for analysis, we found overall support for our research model. We concluded by discussing the academic and managerial value of our research, both in terms of advanced knowledge of service bundle acceptance and the adoption of triple play.

Original languageEnglish (US)
Pages (from-to)81-88
Number of pages8
JournalInformation and Management
Volume49
Issue number2
DOIs
StatePublished - Mar 1 2012
Externally publishedYes

Keywords

  • Customer value
  • Information integration theory
  • Innovation diffusion
  • Partial least squares (PLS)
  • Technology acceptance model
  • Triple play

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Information Systems and Management

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