Home // CENTRIC 2020, The Thirteenth International Conference on Advances in Human-oriented and Personalized Mechanisms, Technologies, and Services // View article
Authors:
Jasmin Ebert
Stephan Böhm
Christian Jäger
Frank Rudolf
Keywords: web-mail services; customer churn; advertising intensity; discriminant analysis
Abstract:
Many services on the Internet are offered free of charge to users. These include web-mail services, which allow access to e-mails via the browser without the installation of an e-mail client. Companies offer free web-mail services, for example, as a complementary service to a paid service or as an introductory or try-out offer. Advertisements are often placed on the portals of web-mail services as a revenue model or to help cover costs. Advertisements may not only contain interesting advertising messages for users, but may also be perceived as annoying depending on the content and extent of the advertising. Too much advertising can lead to a churn of users. Providers therefore find themselves in an area of conflict between pushing advertising to increase advertising revenues and limiting advertising to prevent customer churn. This study examines the impact of advertising intensity and the change intention of web-mail users. The study was conducted among the customers of the Telekom E-Mail Center, one of the popular web-mail offerings in Germany. A total of 2,228 customers were surveyed, and the significance of the reasons for switching was evaluated by means of discriminant analysis. After privacy concerns, the most important reason for changing web-mail providers was found to be too high advertising intensity.
Pages: 28 to 33
Copyright: Copyright (c) IARIA, 2020
Publication date: October 18, 2020
Published in: conference
ISSN: 2308-3492
ISBN: 978-1-61208-829-7
Location: Porto, Portugal
Dates: from October 18, 2020 to October 22, 2020