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| Author: | Mort, G.S. Drennan, J. |
| Title: | Mobile communications: A study of factors influencing consumer use of m-services |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 302-312 |
| Index terms: | marketing advertising mobile phones communication consumer behaviour electronic commerce |
| Freeterms: | e-commerce m-commerce |
| Language: | eng |
| Abstract: | This article explores the medium of mobile communications and the factors influencing consumers' use of m-services. M-services are defined as enhanced information services accessed while mobile. Marketing communications, especially advertising (hereafter as: adv-g.), can be delivered as an m-service. This research models a system of relationships of the factors affecting use of m-services. It is found that involvement and innovativeness, but not self-efficacy, are significant. It is concluded with implications for adv-g. delivered as an m-service, the identification of the potential for m-services adv-g. as part of m-commerce, and directions for future research. |
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