Theorizing a two-sided adoption model for mobile marketing platforms

ICIS 2010 Proceedings - Thirty First International Conference on Information Systems

Volumn , Issue , 2010, Pages

  Guo, Xunhua ^a   Zhao, Yannan ^a   Jin, Yan ^a   Zhang, Nan ^a  

^a Tsinghua University   (China)

Author keywords

Mobile marketing platform; Network effect; Two sided market; User adoption

Indexed keywords

ADOPTION BEHAVIOR; ADOPTION MODEL; CLASSICAL THEORY; CONCEPTUAL MODEL; DYNAMIC INTERACTION; EMPIRICAL TEST; EVOLUTION MECHANISM; EVOLUTION PROCESS; EXPERIMENTAL INVESTIGATIONS; MOBILE MARKETING; NETWORK EFFECTS; OVERALL-MODEL; STATISTIC ANALYSIS; STRUCTURAL EQUATION MODELING; TWO-SIDED MARKETS; USER ADOPTION; USER GROUPS;

BEHAVIORAL RESEARCH; GROUP THEORY; INFORMATION SYSTEMS;

COMMERCE;

EID: 84870966144     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

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