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| Author: | Blechar, J. Constantiou, I. D. Damsgaard, J. |
| Title: | Exploring the influence of reference situations and reference pricing on mobile service user behaviour |
| Journal: | European journal of information systems
2006 : SEP, VOL. 15:3, p. 285-291 |
| Index terms: | mobile phones mobile technology consumer behaviour |
| Language: | eng |
| Abstract: | This article examines the way in which users' choices of mobile services are affected by their reference situations and reference prices. Findings show that users cognitive referencing is a powerful factor that have to be considered when usage behaviour in the mobile services market is analysed. |
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