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Still targeting younger customers? A field experiment on digital communication channel migration

Yang, Zherui, Cheng, Aaron Cheng and Li, Ting (2019) Still targeting younger customers? A field experiment on digital communication channel migration. In: 2019 International Conference on Information Systems: ICIS 2019. International Conference on Information Systems (ICIS) proceedings (2019). AIS, DEU. ISBN 9780996683197

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Abstract

When encouraging customers to migrate to a digital communication channel, companies often factor age into their targeting strategy. Both the popular press and scholarly work generally believe that younger customers are more likely to opt into communication digitally. However, our empirical evidence from a large-scale field experiment shows that younger customers are not more likely to migrate to a digital communication channel. Besides, we propose two IT-embodied factors to better target customers in the context of digital communication, namely individual digital activeness and information seeking intensity. We find that customers with higher individual digital activeness, or those with lower information seeking intensity, are more likely to migrate to a digital communication channel. Our study thus offers implications for companies to focus more on customer IT-embodied characteristics instead of age.

Item Type: Book Section
Official URL: https://aisel.aisnet.org/icis2019/
Additional Information: © 2019 The Authors
Divisions: Management
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor
Date Deposited: 19 Dec 2019 12:00
Last Modified: 01 Dec 2020 01:08
URI: http://eprints.lse.ac.uk/id/eprint/102956

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