Consumer acceptance of m-services : Marketing implcations
Data(s) |
2004
|
---|---|
Resumo |
Consumers' evolving relationships with their mobile devices and their desire to access mobile services (m-services) present new opportunities to marketers, yet little research has been conducted in the area of m-services. Using structural equation modelling, this paper examines the effect of hedonic and utilitarian value of mobile phones on product and purchase involvement. It also investigates the effect of involvement, innovativeness, and self-efficacy on use of m-services. Data were collected from a convenience sample of 250 respondents using an online survey and a modified snowball procedure. Findings are discussed, further implications for managers are suggested and directions for future research are proposed. |
Formato |
application/pdf |
Identificador | |
Relação |
http://eprints.qut.edu.au/26729/1/26729.pdf Drennan, Judy & Mort, Gillian (2004) Consumer acceptance of m-services : Marketing implcations. In 33rd European Marketing Academy Conference, 2004, Murcia . |
Direitos |
Copyright 2004 please consult authors |
Fonte |
Faculty of Built Environment and Engineering; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150501 Consumer-Oriented Product or Service Development #M-Marketing #M-Services #New Technology #Consumer Usage |
Tipo |
Conference Paper |