Enablers and inhibitors of permission-based marketing: A case of mobile coupons

Permission-based marketing is a unique marketing practice that requires consumers' overt consent. Previous studies examined only either positive or negative predictors of adoption of permission-based marketing practices. Thus, the current study proposes and tests both enablers and inhibitors that determine consumers' adoption decision of permissionbased marketing in a context of mobile coupons and aims to provide insights on relative importance of antecedents. A national survey of US consumers (N=611) supported the proposed model. Perceived risk and subjective norm are particularly important for consumers who have never used mobile coupons. Moderating effects of prior experience was also examined. Finding of moderating effects of prior experience in mobile service adoption suggests research implications for future studies.     

Rethinking cross-border mobile payment ecosystems: A process study of mobile payment platform complementors,network effect holes and ecosystem modules

This study investigates how and why the Cross-Border Mobile Payment (CBMP) platform complementor develops complementary CBMP ecosystems. Drawing on research into platforms and ecosystems, platform complementor, CBMP, and International Business (IB), we propose that the evolution of CBMP platform complementors follows a modular process driven by transaction costs and network effects. Data from a research setting of a CBMP platform complementor’s international expansion between 2016 and 2020 suggest that the positive and persistent network effect holes provide an economic incentive for the CBMP platform complementor to create ecosystem modules. However, the mechanism by which ecosystem members participate in the module and co-create value is that they create full chain accountability, absorbing the network effect holes and lowering the module’s transaction costs. We propose a modularized process model that explains the CBMP platform complementor’s evolution based on our findings. We believe that our study contributes to the IB studies and operations by exploring the new phenomenon of CBMP platform complementors, adopting innovative research methods by integrating modularization and process patterning analysis, and extending the traditional transaction cost theory to the digital realm by incorporating the mechanism of network effect holes to its application in the formation of CBMP task modules.