Mobile Marketing: The Role of Perceived Benefits

被引：1
|
作者：
Pourabedin, Zahra [1 ]
Migin, Melissa W. [1 ]
Jeeva, Ananda [1 ]
机构：
[1] UCSI Univ, Fac Management & Informat Sci, Kuala Lumpur 56000, Malaysia
来源：
ADVANCED SCIENCE LETTERS | 2015年 / 21卷 / 06期
关键词：
Mobile Marketing; Perceived Benefits; Retailing; Value Creation; INTENTIONS; INTERNET; SERVICES; SATISFACTION; ADOPTION; LOYALTY; MODEL;
D O I：
10.1166/asl.2015.6142
中图分类号：
O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];
学科分类号：
07 ; 0710 ; 09 ;
摘要：
Despite the increased interest in mobile marketing studies, researches about its implementations for retailers remain scarce. This study is designed to (1) identify the possible benefits that customers perceive in mobile marketing and test the roles of these identified benefits in creating perceived value and behavioral intentions, (2) investigate the mediating impact of value. Findings from this study indicated that perceived benefits were generally associated with perceived value and behavioral intentions; and that value had a significant mediating impact. In addition, among the components of perceived benefits, utilitarian value played a prominent role in creating value.
引用
收藏
页码：1879 / 1881
页数：3
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