Market-driven design of innovative services: The case of multimedia home banking

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• 作者：Garrone ; Paola ; Colombo ; Massimo G.
• 关键词：Design ; Innovation ; Multimedia service ; Discrete-choice model
• 刊名：Technovation
• 出版年：1999
• 出版时间：September, 1999
• 年：1999
• 卷：19
• 期：9
• 页码：537-549
• 全文大小：100 K

文摘

This paper is aimed at empirically analyzing how user needs may drive the development of a special class of innovative services, namely multimedia home banking services. Homogeneous groups of potential users are identified in a sample of 400 customers of Italian retail banks, while a discrete-choice model is estimated relying upon a sub-sample of 148 individuals; the attitude of typical individuals towards a number of hypothetical designs of the new service is simulated. It is shown that differences in both socio-economic conditions of living and individual skills cause potential consumers to select different designs of multimedia home banking.