Abstract Mobile technologies, with their seamless integration into people’s everyday life, are said to enable “perpetual contact” with the users always accompanied by their mobile devices. This creates unprecedented opportunity to better understand the relationship between time and information technologies (ITs), in particular, how time of day may influence users’ IT behavior. With this understanding, companies may also be able to promote IT products by highlighting their value that appeals to users in a particular time segment of a day. Building primarily on the ego depletion theory and through conducting a combination of field experiment and survey, we show that matching IT product value appeal to people’s psychological state during different times of day can lead to more optimal outcome (higher adoption). The findings advance our understanding of how IT behavior, as a behavior embedded in time, is affected by time of day, and provide actionable guidance to practitioners in performing mobile time-based targeting.

中文翻译：

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基于移动时间的定位：将产品价值吸引力与一天中的时间相匹配

摘要 移动技术无缝融入人们的日常生活，据说可以与始终伴随着移动设备的用户保持“永久联系”。这为更好地了解时间与信息技术 (IT) 之间的关系创造了前所未有的机会，尤其是一天中的时间如何影响用户的 IT 行为。有了这种理解，公司也可以通过在一天的特定时间段突出其对用户有吸引力的价值来推广 IT 产品。主要建立在自我耗竭理论的基础上，并通过实地实验和调查相结合，我们表明，将 IT 产品价值与人们在一天中不同时间的心理状态相匹配可以带来更理想的结果（更高的采用率）。