Consumer acceptance of m-wellbeing services : a social marketing perspective

Schuster, Lisa , Drennan, Judy, & Lings, Ian (2013) Consumer acceptance of m-wellbeing services : a social marketing perspective. European Journal of Marketing, 47(9), pp. 1439-1457.

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This study aims to employ the Model of Goal-Directed Behaviour (MGB) to examine the consumer acceptance of technology-based self-service (TBSS) for a credence service instrumental to a social goal. Credence services are increasingly delivered via self-service technology and in social marketing, the achievement of social goals can be contingent on consumer acceptance of these services. However, little is known about the determinants of acceptance and extant marketing literature fails to account for emotional and goal influences which are likely to be important.


The authors interviewed 30 young adults with self-reported stress, anxiety or depression as potential users of a self-help mental health service delivered via mobile phone. The data were analysed deductively and inductively with the assistance of NVivo.


The findings generally support using the MGB to enhance understanding of consumers' acceptance of TBSS. The paper also found evidence of the importance of maintenance self-efficacy, the self-evaluation of the ability to continue using the service, and a previously ignored element of consumer level competition that arises between alternatives that achieve the same goal.


This study is the first to examine factors that influence consumers' acceptance of TBSS for credence services aimed at achieving a social goal. It builds on understanding of consumer decision making in social marketing, particularly the influence of self-efficacy and competition. It also contributes to attitudinal research by providing initial evidence for deepening and broadening the MGB in the context of TBSSs.

Impact and interest:

11 citations in Scopus
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8 citations in Web of Science®

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ID Code: 62786
Item Type: Journal Article
Refereed: Yes
Keywords: Social marketing; Consumer acceptance; Service; Self-service; Technology; Mental health; Young adults.
DOI: 10.1108/EJM-10-2011-0556
ISSN: 0309-0566
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 Emerald Group Publishing Limited
Deposited On: 24 Sep 2013 22:38
Last Modified: 27 Sep 2013 04:54

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