Der Beitrag „How Institutional Pressures and Systems Characteristics Shape Customer Acceptance of Smart Product-Service Systems“ von Prof. Dr. Dirk Totzek und Eva Kropp ist in der Fachzeitschrift Industrial Marketing Management zur Veröffentlichung angenommen worden. Bei dieser handelt es sich um eine der weltweit führenden wissenschaftlichen Zeitschriften zu Fragen des Business-to-Business-Marketings (VHB Jourqual 3: B).
Abstract:
This research examines how institutional pressures (mimetic, normative, and coercive), which provide shared expectations of and norms for legitimate behavior, and system characteristics influence business-to-business (B2B) customer acceptance of smart product-service systems (PSSs). This is important because many B2B customers are still reluctant to adopt smart PSSs. Drawing from a cross-industry survey with 160 managers of B2B firms and controlling for other major adoption drivers (e.g., privacy risk, organizational innovativeness), we find a non-linear effect of normative pressure on customers’ intention to adopt smart PSSs. Furthermore, normative pressure particularly increases adoption intentions when customers perceive a high relative advantage from smart PSSs. Mimetic pressure positively affects adoption of customer input-oriented PSSs, whereas this effect is highly non-linear (U-shaped) for customer output-oriented PSSs. We extend adoption literature by analyzing non-linear effects of institutional pressures as well as its context dependence. From a managerial perspective, these findings show how suppliers can adapt their sales and communication efforts to effectively market smart PSSs.