The role of contextual marketing offer in Mobile Commerce acceptance: Comparison between Mobile Commerce users and nonusers

International Journal of Mobile Communications

Volumn 5, Issue 3, 2007, Pages 339-356

  Lee, ThaeMin ^a   Jun, JongKun ^b  

^a Chungbuk National University   (South Korea)

^b Hankuk University of Foreign Studies   (South Korea)

Author keywords

Behavioural intentions; Chi square difference; Contextual marketing offer; Contextual perceived value; CPV; MC; Mobile commerce; Multi group analysis; TAM; Technology acceptance model

Indexed keywords

BEHAVIORAL RESEARCH; CONSUMER PRODUCTS; MARKETING; MATHEMATICAL MODELS; MOBILE TELECOMMUNICATION SYSTEMS;

BEHAVIOURAL INTENTIONS; CHI SQUARE DIFFERENCE; CONTEXTUAL MARKETING OFFER; CONTEXTUAL PERCEIVED VALUE (CPV); MOBILE COMMERCE (MC); MULTI GROUP ANALYSIS; TECHNOLOGY ACCEPTANCE MODEL (TAM);

ELECTRONIC COMMERCE;

EID: 33947504174     PISSN: 1470949X     EISSN: None     Source Type: Journal    
DOI: 10.1504/IJMC.2007.012398     Document Type: Article

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