Utilitarian and hedonic perceptions of short message service mobile marketing

被引:6
|
作者
Lee, Hyun-Hwa [1 ]
Hill, Jessica T. [2 ]
机构
[1] Inha Univ, Coll Human Ecol, Inchon 402751, South Korea
[2] Univ Texas Austin, Sch Human Ecol, Austin, TX 78712 USA
关键词
SMS; short message service; mobile marketing; mobile communication; service-dominant logic; controllability; message type; situational involvement; utilitarian perception; hedonic perception; DOMINANT LOGIC; CO-CREATION; INVOLVEMENT; INTENTION; QUALITY; ACCEPTANCE; MOTIVATION; ATTITUDES; INTERNET; PURCHASE;
D O I
10.1504/IJMC.2013.057817
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
This study investigates the utilitarian and hedonic consumer value perceptions of mobile marketing based on the short message service (SMS) and examines the moderating effect of situational involvement. The study uses service-dominant logic as the conceptual framework and employs a 2 (controllability) x 2 (message type) x 2 (situational involvement) between-subjects factorial design. The findings indicate significant main effects of controllability on both utilitarian and hedonic perceptions and the type of message only on utilitarian perceptions. Situational involvement had a significant. Moreover, the results show significant moderating role of situational involvement with controllability and a three-way effect of factors on both perceived utilitarian and hedonic perceptions.
引用
收藏
页码:597 / 616
页数:20
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