Stuck in the adoption funnel: The effect of interceptions in the adoption process on usage
Journal
Marketing Science
Subject
Marketing
Publishing details
Authors / Editors
Lambrecht A; Seim K; Tucker C
Biographies
Publication Year
2011
Abstract
Many firms have introduced internet-based customer self-service applications, such as online payments or brokerage services. Despite high signup rates, these services have generally been unsuccessful in convincing customers to move most of their dealings with the firm online; few customers use them intensively. We investigate whether the multi-stage nature of the adoption process (an `adoption funnel') for such technologies can explain this low take-up. We develop an empirical methodology to estimate a multi-stage adoption process within a discrete-time hazard framework with unobserved heterogeneity. We find that delays in earlier stages of the adoption process reduce a customer's probability of moving to intensive usage. Our results suggest significant cost-saving opportunities from reducing delays in the adoption funnel.
Keywords
Technology Adoption, Adoption Process, Online Services, Banking
Available on ECCH
No
