Mobile communications: A study of factors influencing consumer use of m-services

被引：35
|
作者：
Mort, Gillian Sullivan [1 ]
Drennan, Judy
机构：
[1] Griffith Univ, Griffith Business Sch, Nathan, Qld 4111, Australia
[2] Queensland Univ Technol, Fac Business, Brisbane, Qld, Australia
来源：
JOURNAL OF ADVERTISING RESEARCH | 2007年 / 47卷 / 03期
关键词：
D O I：
10.2501/S0021849907070328
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This article examines the new medium of mobile communications and the factors influencing consumers' use of m-services in that medium. M-services are defined as enhanced information services accessed while mobile. Marketing communications, specifically advertising, can be delivered as an m-service. This research models a system of relationships of the factors affecting use of m-services, finding that involvement and innovativeness, but not self-efficacy, are significant. The article concludes with implications for advertising delivered as an m-service, the identification of the potential for m-services advertising as part of m-commerce, and directions for future research.
引用
收藏
页码：302 / 312
页数：11
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