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Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry.

ABSTRACT: The aim of this study is to investigate the determinants for the intention to adopt mobile technology as a data collection methodology in market research projects. A conceptual framework was developed using the technology-organization-environment (TOE) model to identify technological factors (perceived benefits and limitations), organizational factors (open attitude toward change, professional competence, satisfaction with traditional systems, and firm size), and environmental factors (industry pressure, client pressure, and participant pressure) affecting adoption. The empirical study was performed with data from 67 firms in the Spanish market research industry, which were analyzed using partial least squares (PLS). The results suggest that only organizational and environmental factors have a significant influence on adoption. Key factors include professional competence, organizational openness, satisfaction with traditional and online methodologies, and pressure from industry, clients and survey participants. The findings reveal that technological characteristics are no longer a driver, as firms are starting to adopt mobile marketing research based on its greater convenience for participants, and as an element of strategic differentiation.

SUBMITTER: Pacheco-Bernal C

PROVIDER: S-EPMC7067971 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry.

Pacheco-Bernal Carmen C Jiménez-Zarco Ana Isabel AI Martínez-Argüelles María-Jesús MJ

Frontiers in psychology 20200306

The aim of this study is to investigate the determinants for the intention to adopt mobile technology as a data collection methodology in market research projects. A conceptual framework was developed using the technology-organization-environment (TOE) model to identify technological factors (perceived benefits and limitations), organizational factors (open attitude toward change, professional competence, satisfaction with traditional systems, and firm size), and environmental factors (industry ...[more]

PMID: 32210874

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Project description:BACKGROUND:The potential benefit of mobile health (M-Health) in developing countries for improving the efficiency of health care service delivery, health care quality, and patient safety, as well as reducing cost, has been increasingly recognized and emphasized in the last few years. OBJECTIVE:Limited research has investigated the facilitators and barriers for the adoption of M-Health in developing countries to secure successful implementation of the technology. To fill this knowledge gap, we propose an integrative model that explains the patient's adoption behavior of M-Health in developing countries grounded on the unified theory of acceptance and use of technology, dual-factor model, and health belief model. METHOD:We empirically tested and evaluated the model based on data collected using a survey method from 280 patients living in a developing country. Partial least squares (PLS-SEM) technique was used for data analysis. RESULTS:The results showed that performance expectancy, effort expectancy, social influence, perceived health threat, M-Health app quality, and life quality expectancy have a direct positive effect on patients' intention to use M-Health. The results also showed that security and privacy risks have a direct negative effect on the patient's intention to use M-Health. However, resistance to change was found to have an indirect negative effect on patients' intention to use M-Health through the performance expectancy. CONCLUSION:The research contributes to the existing literature of health information systems and M-Health by better understanding how technological, social, and functional factors are associated with digital health applications and services use and success in the context of developing countries. With the widespread availability of mobile technologies and services and the growing demand for M-Health apps, this research can help guide the development of the next generation of M-Health apps with a focus on the needs of patients in developing countries. The research has several theoretical and practical implications for the health care industry, government, policy makers, and technology developers and designers.

Dataset Information

Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry.

Publications

Understanding the Determinants for the Adoption of Mobile Market Research: An Empirical Study in the Spanish Market Research Industry.

Similar Datasets

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