Consumer acceptance of m-services : Marketing implcations
Drennan, Judy & Mort, Gillian (2004) Consumer acceptance of m-services : Marketing implcations. In 33rd European Marketing Academy Conference, 2004, Murcia .
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.
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|Item Type:||Conference Paper|
|Keywords:||M-Marketing, M-Services, New Technology, Consumer Usage|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)|
|Divisions:||Past > QUT Faculties & Divisions > Faculty of Built Environment and Engineering|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2004 please consult authors|
|Deposited On:||10 Aug 2009 11:10|
|Last Modified:||11 Aug 2011 02:20|
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