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MARK: Digital Day: Consumer Behavior in the Digital Age
Mittwoch, 18.03.2020:
14:15 - 15:45

Ort: Virtueller Raum 5

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Providing Personal Information to the Benefit of Others

Bettina Rockenbach2, Abdolkarim Sadrieh1, Anne Schielke2

1Otto-von-Guericke-Universität Magdeburg, Deutschland; 2Universität zu Köln, Deutschland

The provision of personal information can create public benefits, e.g., reporting traffic jams to a radio station or sharing your health status to improve disease control. We experimentally study the willingness to provide personal information to an information-based public good and compare this to the provision of money to a public good. We find that the provision of information may – next to potentially explicit monetary provision costs – incur implicit (“emotional”) costs that make subjects reluctant to provide the information. This reluctance may lead to under-provision in information public goods compared to monetary provision.

Do Ads Harm News Consumption?

Shunyao Yan, Klaus Miller, Bernd Skiera

Goethe University Frankfurt, Germany

News are often bundled with ads, but how ads impact news consumption is understudied. Using 1.8 million anonymized browsing sessions from 76,348 users on a news website and the quasi-random variation created by ad blocker adoption, we find that not seeing ads leads to a 20% increase in the quantity and a 10% increase in the variety of news consumption. The increase persists over time and is largely driven by the increase consumption of hard news. Our findings open an important discussion on the suitability of advertising as a monetization model for valuable digital content.

Does Digital Transformation in B2B Sales Really Pay Off? – Contingent Effects of Sales Digital Maturity on Firm Performance

Alexandru Oproiescu, Sascha Alavi, Jan Wieseke, Christian Schmitz

Ruhr-Universität Bochum, Deutschland

New digital technologies disrupt traditional business-to-business (B2B) sales processes and exert pressure on firms to evolve quickly. To cope, managers invest in the digitalization of their sales organizations, seeking to achieve digital maturity. However, whether and in which circumstances such investments in new, digital technologies pay off for B2B sales organizations and contribute to firm performance is not well understood. The current large-scale, cross-industry study with 719 B2B firms uses objective firm performance data and survey data from high-ranking key informants to identify the consequences of sales digital maturity for firm performance. The results indicate that digital maturity in B2B sales organizations increases firms’ financial performance on average, though this effect is strongly contingent. Positive effects are stronger when selling complexity is low and firms serve small rather than key accounts; sales digital maturity only marginally improves the performance of firms marked by high selling complexity. Overall, this article provides novel insights on the firm performance consequences of sales digitization at a macro organizational level.

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