haku: @freeterm E-Commerce / yhteensä: 349
viite: 15 / 349
Tekijä: | Mort, G.S. Drennan, J. |
Otsikko: | Mobile communications: A study of factors influencing consumer use of m-services |
Lehti: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 302-312 |
Asiasana: | marketing advertising mobile phones communication consumer behaviour electronic commerce |
Vapaa asiasana: | e-commerce m-commerce |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA