Akzeptanz anbieterseitiger Integration in die Alltagsprozesse der Konsumenten: Erste empirische Ergebnisse

The processing of product usage data represents an exceptional variety of Web 2.0. It enables the users to get real-time services via web applications in order to optimize their consumption and usage processes. The collection of usage data in real time is currently provided mainly by so-called Ambient intelligence (AmI) applications, which at the same time offer completely new options for providers with regard to the marketing of their services. In particular, the “classic” customer integration is to be expanded towards a “provider integration” (PI), in which the providers are integrated into the everyday life processes of the customers. The paper identifies the key characteristics of the PI and investigates the acceptance of PI by the development and empirical testing of an adapted acceptance model. The results of this study show that a quite extensive use of PI can be expected in the future. This will be a motivation for further research activities in this area, as outlined in the end of this paper.