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

Zherui Yang, Zhi Cheng, Ting Li

Research output: Chapter/Conference proceedingConference proceedingAcademicpeer-review

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.

Original languageEnglish
Title of host publication40th International Conference on Information Systems, ICIS 2019
Place of PublicationMunich, Germany
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683197
Publication statusPublished - Dec 2019
Event40th International Conference on Information Systems, ICIS 2019 - Munich, Germany
Duration: 15 Dec 201918 Dec 2019

Publication series

Series40th International Conference on Information Systems, ICIS 2019

Conference

Conference40th International Conference on Information Systems, ICIS 2019
Country/TerritoryGermany
CityMunich
Period15/12/1918/12/19

Bibliographical note

Publisher Copyright:
© 40th International Conference on Information Systems, ICIS 2019. All rights reserved.

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