Schneide , Sand a
A icle
Accep ance o mobile loyal y ca ds in he Ge man B2C
consume goods ma ke
In e na ional Jou nal o Managemen and Economics
P o ided in Coope a ion wi h:
SGH Wa saw School o Economics, Wa saw
Sugges ed Ci a ion: Schneide , Sand a (2021) : Accep ance o mobile loyal y ca ds in he Ge man B2C
consume goods ma ke , In e na ional Jou nal o Managemen and Economics, ISSN 2543-5361,
Sciendo, Wa saw, Vol. 57, Iss. 1, pp. 85-102,
h ps://doi.o g/10.2478/ijme-2021-0004
This Ve sion is a ailable a :
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In e na ional Jou nal o Managemen and Economics 2021; 57(1): 85–101
Sand a Schneide *
Accep ance o mobile loyal y ca ds in he
Ge man B2C consume goods ma ke
h ps://doi.o g/10.2478/ijme-2021-0004
Recei ed: Oc obe 12, 2020; accep ed: Feb ua y 26, 2021
Abs ac : The consume goods ma ke is cha ac e ized by s ong compe i ion. Thus, o bind cus ome s o he
company, a highe p io i y needs o be a ibu ed o cus ome e en ion measu es. Such measu es include
he loyal y ca d, bu he use o he physical ca d is declining. To coun e ac his decline, mobile loyal y
ca ds we e de eloped. The basis o he use o mobile loyal y ca ds is su icien consume accep ance. This
wo k is expec ed o con ibu e o he explana ion o accep ance in he o m o usage beha io . Based on he
Technology-Accep ance-Model-2 (TAM2) and he li e a u e, hypo heses we e de i ed and a esea ch model
was de eloped. Fo model es ing, a da ase o 255 pa icipan s was gene a ed h ough an online su ey
and analyzed using pa ial leas squa es s uc u al equa ion modeling (PLS-SEM). The esul s show ha
in addi ion o inancial bene i s, con enience bene i s and psychological ac o s also ha e an in luence on
accep ance. Fu he mo e, he usage beha io is no nega i ely in luenced by he expec ed loss o con ol
o e pe sonal da a. Based on he indings, indica ions o ma ke ing implemen a ion a e gi en o he
con i med ac o s.
Keywo ds: mobile loyal y ca ds, accep ance, TAM2
JEL Classi ica ion: M31, M37, D12
1 In oduc ion
In ecen yea s, he objec i es o many companies ha e changed. Subs i u able p oduc s inc eased global
compe i i e p essu e and in some cases s agna ing ma ke s ha e encou aged his de elopmen . Alongside
he o ien a ion owa d cos educ ion since he la e 1980s and he acquisi ion o new cus ome s, he
impo ance o cus ome loyal y managemen has g own. In p ac ice, i has been ound ha ma ke success
is mo e closely linked o in ensi e cul i a ion o he cus ome base. By in eg a ing cus ome loyal y
a ge s in o he o e all co po a e a ge sys em, ma ke ing expe s ha e de eloped a ious ins umen s
o iden i y p o i able cus ome s and o achie e a ional and emo ional loyal y o he company [Hombu g
and B uhn, 2013; Ziehe and S oll, 2011]. These ins umen s coined he e m “ ela ionship ma ke ing”
[G aßmann, 2013].
In he consume goods ma ke , he e is s ong compe i ion o cus ome s. This indus y is cha ac e ized
by a decline in p oduc inno a ion. This lack o inno a ion leads o insu icien di e en ia ion o he
p oduc ange o e ed by he indi idual supplie s. As a esul , cus ome s pe cei e he p oduc ange as being
homogeneous and in e changeable [Ho mann, 2008]. This de elopmen is encou aged by he nume ous
al e na i e o e s and he inc easing anspa ency o o e s and p ices, especially h ough he di usion o
new media [Rus and Chung, 2006; Wei z and Wi h ield, 2006].
Empi ical Pape
*Co esponding au ho : Sand a Schneide , Hunga ian Uni e si y o Ag icul u e and Li e Sciences, Kapos á Campus, Hunga y.
E-mail: sand a.sc[email p o ec ed]
Open Access. © 2021 Schneide , published by Sciendo.
This wo k is licensed unde he C ea i e Commons A ibu ion-NonComme cial-NoDe i s 4.0 License.
86 S. Schneide
Cus ome loyal y p og ams based on cus ome ca ds a e an ins umen o ela ionship ma ke ing. As a
esul o legisla ion on discoun s in 2001, ca d-based cus ome loyal y p og ams enjoyed g ea popula i y.
They no longe only allowed immedia e discoun s, bu also he sys ema ic g an ing o discoun s in he
o m o poin sys ems [Schi mbache , 2006]. By 2005, mo e han 300 cus ome loyal y p og ams based on
cus ome ca ds had al eady been c ea ed [Ho mann, 2008]. By 2008, he numbe had mo e han doubled
again o app oxima ely 750 loyal y ca d p og ams [Piel, 2018].
Pa icipa ion in loyal y ca d p og ams is declining, pa ly due o he high numbe o di e en loyal y
ca d p og ams. Mobile loyal y ca ds o sma phones ha e been de eloped o ensu e ha i is possible and
con enien o di e en ia e hem om physical loyal y ca ds and s ill combine he pe manen ca ying o a
loyal y ca d.
In 2019, 77% o he Ge man popula ion used he in e ne ia hei sma phone. In o he Eu opean
coun ies such as Denma k o Sweden, he igu e is e en highe a o e 90% [Eu os a , 2020]. This medium
is becoming inc easingly ele an o ma ke ing pu poses and can eplace he con en ional loyal y ca d
[P ein, 2011].
Howe e , o implemen his de elopmen and o achie e a success o he mobile loyal y ca d sys em, a
su icien ly high accep ance by consume s mus be assumed.
Howe e , e y ew scien i ic publica ions exis ha deal exclusi ely wi h he accep ance o cus ome
loyal y p og ams in a mobile o m on he sma phone. P ein [2011] deal wi h consume s’ in en ion o
swi ch om loyal y ca ds o mobile loyal y ca ds in he o m o mobile applica ions. A ha ime, howe e ,
he unc ion was li le known.
Due o he ele ance o he opics o loyal y ca d p og ams and mobile applica ions (apps), as well
as he exis ing esea ch gap in he li e a u e on his opic, he goal o his a icle is o iden i y he ac o s
in luencing he accep ance o mobile loyal y ca d p og ams. This causes he ollowing esea ch ques ion:
“Which ac o s ha e an in luence on he accep ance o mobile loyal y ca ds in he Ge man B2C consume
goods ma ke ?” Subsequen ly, i should be possible o make a ecommenda ion o ma ke ing p ac ice on
his basis.
In his a icle, he a i ude o accep ance is ocused on and es ed agains eali y wi h he help o a
hypo hesis model. Based on he heo e ical e e ence poin s, bo h economic and psychological ac o s a e
aken in o accoun .
2 Theo y and li e a u e e iew
2.1 Loyal y ca d unc ions om he cus ome ’s poin o iew
F om he cus ome ’s poin o iew, a loyal y ca d has a ious unc ions. The main unc ion in mos p og ams
is a collec ion o loyal y unc ion o which he discoun o bonus unc ion is linked. In hese p og ams, he
p o ide c ea es a bonus sys em ha encou ages he consume o use he loyal y ca d when shopping.
The consume hen bene i s om discoun s o bonus o e s ha nonpa icipan s canno ake ad an age o
[Blacha, 2014; Allaway, 2003]. The loyal y ca d can also include a paymen unc ion, which can also o e
he consume a inancing unc ion. These unc ions lead o an economic bene i o he consume .
In addi ion o ma e ial incen i es, imma e ial incen i es complemen he unc ions om a consume
pe spec i e. These include he se ice unc ion, h ough which he consume ecei es addi ional se ices
ha p o ide added alue beyond he no mal pe o mance o he company and con enience bene i s when
con ac ing he company o ad an ages in he pu chasing p ocess, such as an ex ended igh o e u n
[Blacha, 2014; Gö z e al., 2007].
Ano he in angible incen i e is he communica ion and in e ac ion unc ion, which o e s consume s
he oppo uni y o ind ou abou poin s, p oduc s, and p ice o e s and he means o exchange in o ma ion
wi h he supplie [P ein, 2011]. The mobile loyal y ca d o e s a supplemen o he s a iona y POS and is
highligh ed he e as a shopping assis an [Wohllebe e al., 2020]. The s a us unc ion shows he consume ’s
Mobile loyal y ca ds in he Ge man B2C consume goods ma ke 87
a ilia ion o a p og am. The ca d legi imizes he holde o use ce ain p og am se ices o shows his s a us
(e.g., in he case o classi ica ions by u no e ) [Ho mann, 2008]. A s a us gain is c ea ed, which leads o an
emo ional bene i o he consume [Schneide , 2011]. All imma e ial incen i es lead o a sociopsychological
bene i o he consume .
2.2 Mobile loyal y ca d
The mobile loyal y ca d is a widesp ead o m o he i ual cus ome ca d. I is displayed on he sma phone
using a wo-dimensional ba code (Da a Ma ix Code o Quick Response code). I is pe sonalized and hus
se es o iden i y a p og am pa icipan and o con i m he use o se ices om he loyal y ca d p og am
[Mann and P ein, 2010].
Two-dimensional Quick Response codes a e used because hey can s o e mo e in o ma ion han one-
dimensional ba codes [Schü mann, 2013]. The codes a e ead a he poin -o -sale (POS) using he cash
egis e scanning sys em [P ein, 2011; Schü mann, 2013]. In he pas , hese codes we e sen by MMS o he
consume ’s mobile phone o codes we e gene a ed ia he mobile websi e o he p o ide . This code was
hen downloaded on o he mobile phone. Today, companies c ea e apps ha con ain he iden i ica ion pa .
In addi ion, hese apps enable consume s o communica e di ec ly wi h he company and o eques
a ious elemen s o in o ma ion such as cu en o e s, poin s, coupons, and use da a [Schü mann, 2013].
Iden i ica ion can also be ca ied ou ia he nea ield communica ion (NFC) adio chips con ained
in he sma phone. He e, con ac less ansmission om he sma phone o he POS sys em a he POS is
possible. The adio signals ha e a ange o abou 10 cm [Wiedmann e al., 2010; P ein, 2011]. This me hod is
also used o mobile paymen [Schü mann, 2013]. Mo e and mo e sma phones con ain his chip and can
be used o his pu pose, bu ac ual use in Ge many is s ill limi ed [S a is a, 2020].
2.3 Concep ualiza ion o accep ance and echnology accep ance model
In he li e a u e, he e m “accep ance” is used in di e en concep ions depending on he esea ch ield
[Mokh a , 2006; Wiedmann and F enzel, 2004; Sch ade , 2001]. Despi e sligh ly di e en meanings o he
e m in e ms o con en , common ea u es o he e m can be ound in i s applica ion. These include he
p esen a ion o a subjec i e a i ude owa d a ce ain si ua ion, he gene al willingness o accep some hing,
a decision-making cha ac e , and a posi i e meaning o he ac s o be decided [Hecke , 1997].
The echnology accep ance model (TAM) was de eloped by Da is in 1989. I s p ima y pu pose was
o help explain he accep ance o in o ma ion echnologies in an o ganiza ional con ex . In his model,
accep ance is e lec ed by he s eng h o he in en ion o use he echnology [Hube e al., 2011].
Da is e al. [1989] showed ha he pe cei ed use ulness and ease o use o a echnology de e mines he
beha io and in en ion o use. The pe cei ed use ulness ep esen s he expec ed bene i o an inno a ion
o a pe son, wi h ega d o he ul ilmen o he ask in ela ion o which he need o inno a ion is el .
Ease o use ep esen s he e o equi ed by a pe son o use he inno a ion [P ein, 2011; Venka esh and
Da is, 2000]. Nume ous empi ical s udies ha e shown ha he TAM consis en ly explains a conside able
p opo ion o he a iance ( ypically a ound 40%) in he in en ion o use and beha io [Venka esh and
Da is, 2000].
The TAM does no conside social ac o s such as he subjec i e no m. To change his, he ex ended
TAM2 model was de eloped by Da is and Venka esh in 2000. Using TAM as a s a ing poin , TAM2 in eg a es
addi ional heo e ical cons uc s ha ex end ac oss p ocesses o social in luence (subjec i e no m,
olun a iness, and image) and cogni i e ins umen al p ocesses (job ele ance, ou pu quali y, expe ience,
and esul demons abili y) [Venka esh and Da is, 2000].
2.4 Resea ch hypo heses
When pa icipa ing in a loyal y ca d p og am, he pa icipan has o ca y he loyal y ca d and coupons
ha a e necessa y o use he p og am. Wi h he inc easing numbe o loyal y ca d p og ams, he numbe
88 S. Schneide
o plas ic ca ds and pape coupons in he walle would inc ease. As ca y-along is limi ed, pa icipan s
mus decide which plas ic ca ds and pape coupons hey wish o ca y be o e shopping. In 2016, acco ding
o a su ey, each pa icipan owned 3.7 loyal y ca ds [S a is a, 2017]. This so ing p ocess akes ime and
limi s he con enience o using he p og am. Fo spon aneous pu chases, i is possible no o ca y he
loyal y ca ds wi h you and hus no be able o use he p og am ad an ages. F om he company’s poin o
iew, no in o ma ion on he pa icipan ’s pu chasing beha io can be collec ed in he e en o non-use
[P ein, 2011].
The mobile loyal y ca ds should educe hese objec ions. Va ious s udies on mobile apps ha e shown
ha pe cei ed con enience has posi i e e ec s on he use o mobile se ices [Da is e al., 1992; Hö lich and
Rössle , 2001; Nys een e al., 2005]. Pe cei ed con enience in pa icula is also iden i ied in he li e a u e as
an in insic mo i a ion o using in o ma ion echnologies [Malone, 1981; Da is e al., 1992].
Acco ding o he incen i e-con ibu ion heo y o Ma ch and Simon [1976], he mobile unc ion is
an incen i e o he consume o pa icipa e in he mobile loyal y ca d scheme. The con ibu ion o he
company is gene a ed by he use and hus by he p oduc pu chase and he p o ision o pu chasing and
mas e da a, which can be used o speci ic ma ke ing pu poses ha a e elucida ed in he subsequen sub-
sec ions. Pa icipa ion based on he abo e-men ioned acili a ions will con inue as long as he pa icipan
eels a pe cei ed bene i om i . This leads o he hypo heses H1 o H3.
Hypo hesis H1: The highe he expec a ion is o ca y ewe loyal y ca ds and coupons, he g ea e he
pe cei ed use ulness o he mobile loyal y ca d p og am.
Hypo hesis H2: The g ea e he expec a ion o being able o ealize a con enience bene i compa ed
o he physical loyal y ca d, he g ea e he pe cei ed use ulness o he mobile loyal y
ca d p og am.
Hypo hesis H3: The g ea e he expec a ion o ha ing loyal y ca ds pe manen ly a ailable, he g ea e
he pe cei ed use ulness o he mobile cus ome ca d p og am.
In he e minology o in o ma ion economics, he ac ual ele ance o in o ma ion o sou ces o
in o ma ion o decision-making is e e ed o as nega i e o posi i e in o ma ion bene i [Hop , 1983]. In his
con ex , in o ma ion bene i e e s o he change in he deg ee o which a goal is achie ed, as a consequence
o including addi ional in o ma ion o in o ma ion sou ces du ing he decision-making p ocess [Hube ,
2011]. Among o he hings, he mobile loyal y ca d p og am se es as a sou ce o in o ma ion o calling up
poin s and coupons, bu p oduc in o ma ion and o e s can also be compa ed. The possibili y o mobile
in o ma ion e ie al enables he pa icipan a he poin o sale o access he desi ed in o ma ion and o
include i in he decision-making p ocess.
The TAM has con i med he assessmen o in o ma ion bene i as a de e mining ac o o he bene i
cons uc [P ein, 2011; Hube , 2011]. This con i ma ion has acili a ed he de i a ion o hypo hesis H4 o he
pu pose o he p esen s udy, and he hypo hesis is s a ed as ollows:
Hypo hesis H4: The g ea e he expec a ion o an in o ma ion alue by using he mobile loyal y ca d
p og am, he g ea e he pe cei ed use ulness o he mobile loyal y ca d p og am.
A majo incen i e o pa icipa ing in a loyal y ca d p og am is o ecei e a inancial ad an age o e no
using i . Pe e son [1995] al eady showed his in a consume su ey on loyal y p og ams. La e , Mann and
P ein [2010] con i med he posi i e e ec o inancial incen i es on he accep ance o mobile loyal y ca ds
by means o a su ey and he applica ion o he TAM. A a la e s age, i was also con i med by Eneizan
e al. [2019].
Hypo hesis H5: The g ea e he expec a ion o ealizing a inancial ad an age by using he mobile
loyal y ca d p og am, he g ea e he pe cei ed use ulness o he mobile loyal y ca d
p og am.
Mobile loyal y ca ds in he Ge man B2C consume goods ma ke 89
By egis e ing and using mobile loyal y ca d p og ams, companies can collec mas e and pu chasing
da a abou consume s and use i o ma ke ing pu poses. Especially in mul ipa ne p og ams, i is no
appa en o consume s whe he and o wha ex en mas e da a and da a on hei pu chasing beha io is
exchanged be ween he pa icipa ing companies.
The e a e many discussions ega ding he iola ion o da a p o ec ion and iola ions in an e hnic
sense [P ein, 2011]. Fu he mo e, a ious s udies show ha consume s in his a ea ha e a s ong need o
p o ec ion and eac o conce ns wi h beha io ha is no conduci e o ma ke ing ac i i ies [Chellappa
and Sin, 2005; Sheehan and Hoy, 1999; Milne e al., 2004]. Hypo hesis H6 can be o mula ed on he abo e-
men ioned basis.
Hypo hesis H6: The g ea e he expec a ion abou he loss o con ol o he da a, he lowe he pe cei-
ed use ulness o he mobile loyal y ca d p og am.
The social cons uc “subjec i e no m” o social in luence has al eady been sugges ed as a de e minan
o cus ome in en in o he s udies and is he e o e a con i med cons uc o TAM2. I e lec s how he ac ions
o consume s a e in luenced by hei social en i onmen . Consume s wan o mee he expec a ions o hei
en i onmen and be ce ain ha hei beha io is app o ed by o he s [Ajzen and Fischbien, 1980; Baue
e al., 2008; Eneizan e al., 2019; Yuen e al., 2020a; Vahda e al., 2020]. The a iable “subjec i e no m” is
used o illus a e how he en i onmen iews mobile loyal y ca ds and whe he he e is an in luence on he
pe cei ed use ulness and he in en ion- o-use o he consume .
Based on he heo ies, he ollowing hypo heses can be o mula ed o he subjec i e no m.
Hypo hesis H7: The g ea e he subjec i e no m ega ding mobile loyal y ca d p og ams, he g ea e
he pe cei ed use ulness o a mobile loyal y ca d p og am.
Hypo hesis H8: The g ea e he subjec i e no m ega ding mobile loyal y ca d p og ams, he mo e
posi i e he in en ion- o-use o a mobile loyal y ca d p og am.
The mobile loyal y ca d p og am has an inno a i e cha ac e . Due o his, i can be assumed ha no
all consume s will be able o use his p og am wi hou p oblems and consequen ially bene i om i s
ad an ages. Some s udies indica e ha o gain expe ience conce ning an inno a ion, habi and he abili y
and willingness o make a ial exe a posi i e e ec on he in en ion- o-use [Eneizan, 2019; Yuen e al.,
2020a, b]. Expe ience is also a con i med componen o he TAM2 model.
Hypo hesis H9: The g ea e a consume ’s expe ience wi h mobile phones, he mo e posi i e is he
in en ion o use a mobile loyal y ca d p og am.
Va ious s udies examined he joy o inno a ion as a pe sonali y ai in ela ion o b ands o p oduc s.
Königs o e [2008] unde s ands his in ela ion o mobile in e ne se ices as an in insic mo i a ion o a
consume o ge o know and y ou new apps while on he mo e.
In he ield o e-comme ce and m-comme ce, a ious empi ical s udies ha e con i med he inno a i e
spi i as an indica o o use accep ance [Ci in e al., 2000; Limayem e al., 2000; P ins and Ve hoe , 2007].
O he s p o e he posi i e co ela ion be ween he inno a i eness and he pe cei ed use ulness o a new
echnology [Königs o e , 2008; Lin e al., 2007]. F om his, hypo hesis H10 can be de i ed o his s udy.
Hypo hesis H10: The mo e inno a i e a consume is, he mo e posi i e is he in en ion o use a mobile
loyal y ca d p og am.
Acco ding o he incen i e-con ibu ion heo y, o pa icipa e in a cus ome loyal y p og am,
con ibu ions mus be made o he company by he consume . These con ibu ions include he disclosu e
o pe sonal da a. Due o he conce ns abou da a p o ec ion ha a e o en discussed, disclosu e o pe sonal
da a should be included in his a icle as a po en ially nega i e e ec on pa icipa ion in mobile loyal y ca d
p og ams [Ho mann, 2008].
90 S. Schneide
A u he heo e ical ounda ion can be p o ided by he heo y o men al eac ance. Taking in o accoun
ha he consume claims a kind o sel -de e mina ion o e he use and disclosu e o his pe sonal da a
and ha sel -de e mina ion occupies a subjec i ely impo an posi ion o him, i can be assumed ha he
loss o sel -de e mina ion o e pe sonal da a igge s a co esponding eac ance e ec . Acco ding o he
eac ance heo y, his could lead o a u he p io i iza ion o sel -de e mina ion and, a he same ime,
igge a change in a i ude and beha io owa d he mobile cus ome ca d p og am, which is nega i e om
he company’s poin o iew [Ho mann, 2008].
Hypo hesis H11: The g ea e a consume ’s ese a ions abou he use o pe sonal da a by a company,
he mo e nega i e is he in en ion o use o a mobile loyal y ca d p og am.
Hypo hesis H12: The g ea e a consume ’s ese a ions abou he use o pe sonal da a by a company,
he lowe he usage beha io o a mobile loyal y ca d p og am.
The abo e-men ioned hypo heses H1–H12 a e based on he TAM2 model, which has been ex ended o
his wo k. The ollowing hypo heses H13–H16 a e in ended o summa ize he equen ly es ed e ec s o he
main TAM componen s (pe cei ed use ulness, pe cei ed ease o use, in en ion- o-use, and usage beha io )
wi h ega d o he accep ance o mobile cus ome ca ds [S übe , 2013; Yuen e al. 2020a; Vahda e al. 2020].
Hypo hesis H13: The g ea e he pe cei ed ease o use o he mobile loyal y ca d, he g ea e he pe -
cei ed use ulness o he mobile loyal y ca d p og am.
Hypo hesis H14: The g ea e he pe cei ed ease o use o he mobile loyal y ca d, he mo e posi i e he
in en ion o use he mobile loyal y ca d p og am.
Hypo hesis H15: The g ea e he pe cei ed use ulness o he mobile loyal y ca d p og am, he mo e
posi i e is he in en ion o use he mobile loyal y ca d p og am.
Hypo hesis H16: The mo e posi i e he in en ion- o-use o a mobile loyal y ca d p og am, he g ea e
is he usage beha io o a mobile loyal y ca d p og am.
3 Resea ch me hodology
In social science, s uc u al equa ion modeling (SEM) is widely used o explana o y and p edic i e
pu poses. The e a e di e en me hods such as co a iance-based s uc u al equa ion modeling (COV-SEM
o CB-SEM) and a iance-based s uc u al equa ion modeling (PLS-SEM) [Hai e al., 2017]. CB-SEM is
mainly used o he con i ma ion ( ejec ion) o heo ies. This is used o de e mine how well a model can
es ima e he co a iance ma ix o a da a se . PLS-SEM is mainly used in explo a o y esea ch o de elop
heo ies. He e, he ocus is on explaining he a iance o he dependen a iable in he model. Hai e
al. [2017] ecommend using PLS-SEM when he goal is o p edic impo an a ge cons uc s, when he
model con ains o ma i e measu ed cons uc s, when he s uc u al model is complex and con ains many
cons uc s, when he sample size is small o no no mally dis ibu ed, and when he la en a iable alues
a e o be used subsequen ly in u he analyses. These ecommenda ions apply o he esea ch me hod o
his hesis. Thus, he a iance-based p ocedu e pa ial leas squa es (PLS) is chosen as he app op ia e
analysis p ocedu e o examine he causal ela ionships. This enables he in es iga ion o dependency
s uc u es be ween obse able and la en a iables [Boßow-Thies and Albe s, 2009]. A s uc u al model
and a measu emen model a e c ea ed. The s uc u al model speci ies he causal dependencies be ween
he cons uc s. The measu emen model speci ies he ela ionships be ween he mani es indica o s o
eco ding he dependen (endogenous) and independen (exogenous) la en a iables [Hai e al., 2017]. O
he ou een cons uc s men ioned abo e, nine a iables we e measu ed e lec i ely. These a e pe manen
a ailabili y [P ein, 2011], pe cei ed in o ma ion alue [Wilke, 2006], mobile phone expe ience [P ein, 2011],
inno a i eness [Im and Ha, 2012; P ein, 2011], use o pe sonal da a [Mann and P ein, 2008], pe cei ed ease o
Mobile loyal y ca ds in he Ge man B2C consume goods ma ke 91
use [Pous chi and Goeke, 2011], pe cei ed use ulness [Pous chi and Goeke, 2011], in en ion- o-use [Mann
and P ein, 2008], and usage beha io [P ein, 2011; Mann and P ein, 2008]. Two cons uc s a e measu ed as
single i ems. These a e less ca ds and expec ed con enience bene i . They we e al eady con i med as single
i ems by P ein [2011]. The o he cons uc s ( inancial ad an ages [P ein, 2011], expec ed loss o con ol
[P ein, 2011], and subjec i e no m [Pous chi and Goeke, 2011]) we e measu ed o ma i ely. All i ems we e
es ed using a 5-poin Like scale om “1 = disag ee s ongly” o “5 = ag ee s ongly.” The only excep ion is
he cons uc in en ion- o-use. Fo he i s i em, he exp essions we e ma ked om “1 = bad” o “5 = good”
and o he second i em om “1 = unin e es ing” o “5 = in e es ing.” [Table A1 in Appendix]. To es he
hypo heses, an online su ey o p i a e indi iduals in Ge many was conduc ed. This o m o ques ioning
gi es he oppo uni y o each many geog aphically independen pa icipan s. The e was a o al o 302
esponses. O hese, 47 da a se s had o be excluded due o missing alues, he alues missing by mo e
han 20% [Weibe and Mühlhaus, 2013; P ein, 2011]. I is shown ha 57.26% o he esponden s we e emale
and 42.75% male. Compa ing his wi h he ac ual popula ion dis ibu ion in Ge many (50.66%/49.34%)
[S a is isches Bundesam , 2020], his is a su icien ly good le el o ep esen a i eness. Almos 70% o he
pa icipan s we e be ween 18 and 37yea s old. Jus unde 18% o he esponden s we e 48yea s old and
olde . The esponden s who a e o e 60yea s o age a e ela i ely unde ep esen ed.
The model was e alua ed using he Sma PLS3 so wa e [Ringle e al., 2015].
Fo he i s assessmen o he da a se , he posi ion and dispe sion measu es a e checked. I can be
seen ha he esponden s used he en i e scale (1–5) o all indica o s. Fo wo indica o s, he median o
he ou e scale le els was 1 o 5 and he s anda d de ia ion was 1.03 and 1.23. This sugges s ha mos o he
esponden s ha e he same subjec i e pe cep ion o hese wo indica o s. Fo he emaining indica o s,
he mean alues, he median, skewness and ku osis, and he s anda d de ia ion show no abno mali ies.
4 Resul s
The measu emen model was analyzed i s and hen he s uc u al model was analyzed based on a alid
measu emen model. In his p ocess, bo h he explana o y powe o he model and he p edic i e powe o
he espec i e independen a iables we e examined. The i s s ep was o check he eliabili y o he i ems
in he measu emen models. The loadings o he i ems we e >0.78 and a 𝑝 < 0.001 signi ican . Subsequen ly,
he eliabili y and alidi y o he la en a iables we e e i ied. The in e nal consis ency eliabili y and
con e gen alidi y o he e lec i e mul i-i em scales we e assessed by calcula ing C onbach’s alpha,
a e age a iance ex ac ed (AVE), and in e nal consis ence (IC) alue. All alues o C onbach’s alpha
exceeded he equi ed alue o 0.7 [Nunnally and Be ns ein, 1994] and each AVE and IC alue exceeded he
equi ed h eshold o 0.5 and 0.6, espec i ely [Bagozzi and Yi, 1988]. The disc imina o y alidi y acco ding
o Fo nell-La cke was ul illed. All HTMT alues a e less han 0.86, which indica es an app op ia e le el
o disc iminan alidi y [F anke and Sa s ed , 2019]. Table 1 shows ha he co ela ions be ween he la en
a iables a e smalle han he oo o he a e age eco ded a iance. In addi ion, he e alua ion o he c oss-
loadings showed ha no i em has a highe loading o ano he a iable han o i s own a iable [Boßow-
Thies and Albe s, 2009].
The e lec i e cons uc s can hus all be desc ibed as one-dimensional, eliable, and alid.
The con en alidi y o he o ma i e cons uc s is ul illed. In he case o he o ma i e a iables, ou ou o
six - alues we e signi ican . The ex e nal VIF alues showed alues smalle han 5, o which eason i becomes
possible o us o conclude ha no p oblems due o mul icollinea i ies a e o be expec ed [Hai e al., 2017].
Based on alid measu emen models, he s uc u al models we e analyzed in a second s ep. As he
in e nal VIF alues we e smalle han 5, no p oblem ega ding mul icollinea i y was seen [Weibe and
Mühlhaus, 2013]. The explana o y powe o he R2
adj. o he dependen a iables was used as an impo an
e alua ion c i e ion. The pe cei ed use ulness shows an R2
adj. o 75% and hus has a subs an ial alue.
The in en ion- o-use wi h an R2
adj. o 57% and he usage beha io wi h an R2
adj. o 61% ha e a mode a e
explana o y powe . In he nex s ep, he p edic i e powe o he exogenous a iables was analyzed by
examining he s anda dized es ima ed alues o he pa h coe icien s and hei signi icance. In addi ion,
he e ec sizes ( 2) o he la en exogenous a iables we e e alua ed.
92 S. Schneide
Table 1. Fo nell–Lacke c i e ion and cons uc co ela ion
1 2 3 4 5 6 7 8 9 10 11 12 13 14
1 Less ca ds 1.00
2 Exp. con enience bene i 0.82 1.00
3 Pe manen a ailabili y 0.66 0.67 0.90
4 Pe . in o ma ion alue 0.44 0.47 0.51 0.89
5 Financial ad an ages 0.60 0.59 0.66 0.51 –
6 Exp. loss o con ol 0.21 0.19 0.21 0.35 0.22 –
7 Subjec i e no m 0.31 0.32 0.36 0.49 0.38 0.29 –
8 Mobile phone expe ience 0.16 0.19 0.21 0.19 0.22 0.06 0.10 0.83
9 Inno a i eness 0.32 0.36 0.42 0.44 0.32 0.17 0.34 0.57 0.85
10 Use o pe sonal da a −0.16 −0.10 −0.17 −0.20 −0.14 −0.26 −0.18 −0.03 −0.12 0.87
11 Pe . ease o use 0.58 0.58 0.62 0.56 0.62 0.30 0.51 0.29 0.50 −0.19 0.85
12 Pe . use ulness 0.61 0.66 0.76 0.57 0.74 0.30 0.43 0.25 0.41 −0.22 0.75 0.87
13 In en ion- o-use 0.57 0.60 0.61 0.57 0.64 0.27 0.52 0.21 0.40 -0.20 0.67 0.70 0.92
14 Usage beha io 0.66 0.67 0.69 0.59 0.70 0.26 0.47 0.23 0.51 −0.26 0.74 0.74 0.77 0.92
Diagonal elemen s a e he oo s om AVE, including he co ela ion o he la en cons uc s.
Mobile loyal y ca ds in he Ge man B2C consume goods ma ke 99
Cons uc [Sou ce] Measu emen i em S and. Loadings/
S and. Weigh s
C on. alpha AVE IC VIF
I am qui e con iden ha I can
make he igh decisions when
shopping h ough he mobile
loyal y ca d.
0.902
Financial ad an ages—
o ma i e [P ein, 2011]
2.18
By using mobile loyal y ca ds,
I expec o be ewa ded wi h
a ac i e ewa ds o my
loyal y as a cus ome .
0.654
By using he mobile loyal y
ca d on my cell phone, I expec
o sa e money.
0.061
By using he mobile loyal y
ca d on my cell phone, I expec
o ecei e mo e/be e se ices
o he same p ice.
0.341
Expec ed loss o con ol—
o ma i e [P ein, 2011]
1.18
I belie e ha he p o ide
uses my mas e da a and
in o ma ion abou my
pu chases only o he
pu poses I wan .
0.977
I belie e ha by using he
mobile loyal y ca d, I no longe
ha e con ol o e en i ies
who migh ha e access o my
mas e da a and in o ma ion
abou my shopping beha io .
−0.105 (n.s.)
Subjec i e no m— o ma i e
[Pous chi and Goeke, 2011]
1.50
F iends ecommend using his
mobile se ice.
0.158 (n.s.)
Expe s ecommend using his
mobile se ice.
0.555
F iends and colleagues use his
mobile se ice.
0.463
Mobile phone expe ience/
compe ence [P ein, 2011]
0.78 0.70 0.87
Compa ed o o he people
a ound me, using a cell phone
is easy o me.
0.786
I know he unc ions o my cell
phone well.
0.832
(Con inued)
Table A1. (Con inued)
100 S. Schneide
Cons uc [Sou ce] Measu emen i em S and. Loadings/
S and. Weigh s
C on. alpha AVE IC VIF
I o en help iends,
acquain ances, and ela i es o
ope a e hei cell phones.
0.880
Inno a i eness [Im and Ha,
2012; P ein, 2011]
0.88 0.73 0.92
I egula ly ind ou abou new
cell phone apps.
0.830
I enjoy disco e ing and ying
new cell phone apps.
0.900
When I hea abou new mobile
se ices o my cell phone,
I wan o lea n abou hem
and y hem ou as soon as
possible.
0.888
In my ci cle o iends, I am
o en he i s o y ou new
and inno a i e cell phone apps.
0.795
Use o pe sonal da a
[Mann and P ein, 2008]
0.89 0.75 0.92
I annoys me when companies
wan pe sonal in o ma ion om
me.
0.859
When companies ask me o
pe sonal in o ma ion, I hink
wice be o e gi ing i ou .
0.862
I sca es me ha companies
a e collec ing mo e and mo e
p i a e in o ma ion abou me.
0.904
I ’s isky o disclose my
pe sonal in o ma ion o mobile
loyal y ca d p o ide s.
0.838
Pe cei ed ease o use
[Pous chi and Goeke, 2011]
0.87 0.72 0.91
Using mobile loyal y ca ds is
enjoyable o me.
0.854
Using mobile loyal y ca ds is
con enien .
0.908
Using mobile loyal y ca ds is
unde s andable.
0.849
Lea ning o use mobile loyal y
ca ds is easy.
0.777
Pe cei ed use ulness
[Pous chi and Goeke, 2011]
0.86 0.79 0.92
(Con inued)
Table A1. (Con inued)
Mobile loyal y ca ds in he Ge man B2C consume goods ma ke 101
Cons uc [Sou ce] Measu emen i em S and. Loadings/
S and. Weigh s
C on. alpha AVE IC VIF
Using mobile loyal y ca ds
makes me mo e lexible.
0.893
I only need one de ice and can
do di e en hings wi h i .
0.886
I belie e he use o mobile
loyal y ca ds is ewa ding.
0.880
In en ion o use [Mann and
P ein, 2008]
0.83 0.86 0.92
How do you a e mobile loyal y
ca d p og ams in gene al?
0.931
How do you a e mobile loyal y
ca d p og ams in p inciple?
0.918
Usage beha io [Mann and
P ein, 2008; P ein, 2011]
0.96 0.85 0.96
I could imagine using my cell
phone o collec bonus poin s.
0.926
I could imagine calling up
coupons ia app as a QR code
and edeeming hem.
0.908
I could imagine using he cell
phone o access he In e ne
and/o eques loca ion-based
coupons and o e s ia an app.
0.919
I could imagine using my cell
phone o go online and/o
e ie e in o ma ion such as
bonus poin balance ia an
app.
0.931
I could see mysel signing
up o a mobile loyal y ca d
p og am.
0.918
apps, applica ions; n.s., no signi ican
Table A1. (Con inued)
