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EMAC 2021 Annual Conference

The Impact of Attitudinal and Behavioral Customer Characteristics on the Adoption of Behavior Tracking-based Services

Published: May 25, 2021


Christian Heumann, Eastern Switzerland University of Applied Sciences


Despite their widespread adoption in private contexts, knowledge of consumers’ acceptance of behavior tracking-based services (BTS) in business contexts is sparse. In this study, BTS are defined as services that require detailed tracking of individual user behavior as a prerequisite to their value proposition of providing economic benefits to customers whose behavior aligns with the service provider's objectives. The goal of this study is to investigate the determinants of BTS adoption, particularly the influence of attitudinal and behavioral customer characteristics. The results suggest that behavioral constraint expectations have negative impact, while willingness to change behavior, perceived goal congruence, and GPS-enabled application usage are positively related to BTS adoption. Moreover, the presence of interaction effects of customer characteristics with perceived benefits and risks is confirmed. These findings contribute to existing research on the antecedents of BTS adoption.