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Int. J. Mob. Commun.最新文献

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The impact of mobile marketing on online consumer buying behaviour: empirical evidence from Pakistan 移动营销对在线消费者购买行为的影响:来自巴基斯坦的经验证据
Int. J. Mob. Commun. Pub Date : 2018-10-04 DOI: 10.1504/IJMC.2018.10009564
A. Waheed, Jianhua Yang
{"title":"The impact of mobile marketing on online consumer buying behaviour: empirical evidence from Pakistan","authors":"A. Waheed, Jianhua Yang","doi":"10.1504/IJMC.2018.10009564","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10009564","url":null,"abstract":"The revolutionary technology has dramatically shifted the marketing operations toward wireless communications networks owing to the emergence and widespread diffusion. In contrast, consumer buying behaviour is also transforming toward advanced means of the technology over the past decades. The present study investigates the relationship between mobile marketing and online consumer buying behaviour within the contextualisation of Pakistan. The surveys were distributed among 1000 consumers between January 2016 and June 2016. Structural equation modelling using SPSS/AMOS was employed to examine the study hypotheses. The findings revealed the significant correlation between mobile marketing and online buying behaviour. The profound examination affirmed the positive relationships of each element of mobile marketing such as MMS, WAP, and SMS marketing. Despite, this study suggests several managerial implications together with future directions for academic researchers and practitioners.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114556049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 11
Factors influencing intention to accept location-based mobile advertising among young mobile user segments: a social exchange perspective 影响年轻移动用户接受基于位置的移动广告意愿的因素:社会交换视角
Int. J. Mob. Commun. Pub Date : 2018-10-04 DOI: 10.1504/IJMC.2018.10012457
Jun Heo, Chen-Wei Chang
{"title":"Factors influencing intention to accept location-based mobile advertising among young mobile user segments: a social exchange perspective","authors":"Jun Heo, Chen-Wei Chang","doi":"10.1504/IJMC.2018.10012457","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10012457","url":null,"abstract":"By adopting the notions of social exchange and the unified theory of acceptance and use of technology, this study discusses how young mobile users weigh between benefit and cost (e.g., perceived risk) when determining to accept location-based advertising (LBA). It also examines the role of trust in the process of the information exchange. In addition, this study explores whether young mobile users can be segmented into heterogeneous user groups and the different groups require a unique application of the theoretically-driven factors. An online survey of college students from US universities reveals that benefits of LBA outweigh the perceived risk and that trust plays a key role in increasing LBA acceptance. Results suggest, however, that the determinants may differently influence different mobile user segments: innovative believers and conventional sceptics. The result highlights the importance of crafting marketing messages uniquely for each of the segments. Implications for theories and practitioners using LBA are discussed.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124932085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 8
Exploring the influence of mobile technology usage in the back-end process of mobile commerce: a perspective of combining uses and gratifications with information attractiveness 探究移动技术使用对移动商务后端流程的影响:使用与满足与信息吸引力相结合的视角
Int. J. Mob. Commun. Pub Date : 2018-10-04 DOI: 10.1504/IJMC.2018.10010207
C. Ho, J. Yang
{"title":"Exploring the influence of mobile technology usage in the back-end process of mobile commerce: a perspective of combining uses and gratifications with information attractiveness","authors":"C. Ho, J. Yang","doi":"10.1504/IJMC.2018.10010207","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10010207","url":null,"abstract":"Mobile technology (MT) plays a key role in whole mobile commerce (MC) process. The ultimate purpose of firms applying MT is for improving business. We use QR code, one of the most compelling apps for MC, as research context example attempts to explore the relationship between users' usage of MT and subsequent online purchase intentions. We used the uses and gratifications (U&G) combining with the concept of information attractiveness as a research framework. With a sample of 456 valid respondents, exploratory factor analysis (EFA), confirmatory factor analysis and structural equation modelling were carried out to examine the measurement and structural model. The results indicated both information attractiveness and gratifications of MT use directly affect purchase intentions. It also indicated information attractiveness positively affect gratifications of MT use. Finally, this paper discusses the practical and academic implications and provides recommendations based on the findings.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125855965","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Moderating effects of app type on the intention of continued use of mobile apps among college students 应用类型对大学生继续使用手机应用意愿的调节作用
Int. J. Mob. Commun. Pub Date : 2018-10-04 DOI: 10.1504/IJMC.2018.10010521
Wei Peng, Shupei Yuan, Wenjuan Ma
{"title":"Moderating effects of app type on the intention of continued use of mobile apps among college students","authors":"Wei Peng, Shupei Yuan, Wenjuan Ma","doi":"10.1504/IJMC.2018.10010521","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10010521","url":null,"abstract":"With the increasing popularity of mobile apps, research on their adoption and acceptance is also on the rise. However, an important yet understudied area is the continued use of initial adoption. Additionally, although there are a variety of mobile apps, most previous research either examines one type of mobile app or treats all types of mobile apps as one homogenous entity. The purpose of this study is to investigate the moderating effects of app type on the intention of continued use among the three most popular types of mobile app (social networking, game, and productivity apps). A survey (N = 790) with young adults was conducted based on the extended unified theory of acceptance and use of technology (UTAUT2). The structural equation modelling results demonstrated the moderating effects of app type on the factors in UTAUT2 on the intention of continued use. Theoretical and practical implications of the findings are discussed.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126378526","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 11
A dual-path communication model for the context of mobile apps 移动应用上下文中的双路径通信模型
Int. J. Mob. Commun. Pub Date : 2018-10-04 DOI: 10.1504/IJMC.2018.10010847
Hsin‐Hui Lin, Timmy H. Tseng, Yi-Shun Wang, Shi-han Liu
{"title":"A dual-path communication model for the context of mobile apps","authors":"Hsin‐Hui Lin, Timmy H. Tseng, Yi-Shun Wang, Shi-han Liu","doi":"10.1504/IJMC.2018.10010847","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10010847","url":null,"abstract":"The main purpose of this study is to build a dual-path communication model for mobile apps by integrating the elaboration likelihood model (ELM) and the dual-mediation model. This study explores the effects of image relevance and argument quality on ad cognition, brand cognition, ad attitude, brand attitude, and the subsequent purchase intention in the context of mobile apps. Further, we compare the communication routes between high-involvement individuals and low-involvement ones. Based on a 2 × 2 factorial design, we manipulate 'argument quality' and 'image relevance' to evaluate their effects in the context of mobile apps. The findings provide important theoretical and practical implications for mobile marketing.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114793314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Is Snapchat a good place to advertise? How media characteristics influence college-aged young consumers' receptivity of Snapchat advertising Snapchat是一个做广告的好地方吗?媒体特征如何影响大学生年轻消费者对Snapchat广告的接受度
Int. J. Mob. Commun. Pub Date : 2018-10-04 DOI: 10.1504/IJMC.2018.10010209
Huan Chen, Yoon‐Joo Lee
{"title":"Is Snapchat a good place to advertise? How media characteristics influence college-aged young consumers' receptivity of Snapchat advertising","authors":"Huan Chen, Yoon‐Joo Lee","doi":"10.1504/IJMC.2018.10010209","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10010209","url":null,"abstract":"In recent years, Snapchat has gradually gained popularity among young consumers, and more and more companies have included Snapchat into their mobile marketing campaigns. However, only little academic research has been conducted to explore Snapchat marketing. In order to fill the research gap, the current study is designed to investigate how perceived media characteristics of Snapchat influence college-aged young consumers' receptivity of Snapchat advertising by using a mixed method research design. The qualitative study revealed that according to college-aged consumers, Snapchat is the most intimate, casual, and dynamic medium which provides them with information, socialisation, and entertainment. The quantitative study uncovered that the perceived intimacy and casualty have a positive impact on young consumers' attitude toward Snapchat; only the perceived intimacy has a positive impact on purchase intention towards brands advertised on Snapchat. Theoretical and practical implications were offered.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132445562","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
Market positioning factors of APP services APP服务的市场定位因素
Int. J. Mob. Commun. Pub Date : 2018-09-05 DOI: 10.1504/IJMC.2018.10004557
Hsiao-Chen Chang, Kuang-Hsun Shih
{"title":"Market positioning factors of APP services","authors":"Hsiao-Chen Chang, Kuang-Hsun Shih","doi":"10.1504/IJMC.2018.10004557","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10004557","url":null,"abstract":"In the environment with rapid changing, the digital content of cultural and creative industries plays a unique and essential role in intercultural communication and become the key to promote economy and life quality. This study uses analytic network process method to analyse the content developer of APP services sector, and tries to find the major market positioning factors of APP services. The structure of this research follows the five dimensions and 17 factors mapped with the critical factors of the digital content industry. The questionnaire with the reliability be answered by the experts in the semi-structured way. The results show that educating personnel in digital content industry should focus on technology development and creativity. The key factors in digital content industry are creativity, education of personnel and development of platform, and development of APP, among which the major market positioning is for the entertainment products.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116303414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Mobile game users' evaluations of in-game advertising: role of multitasking and persuasion knowledge 手机游戏用户对游戏内广告的评价:多任务与说服知识的作用
Int. J. Mob. Commun. Pub Date : 2018-09-05 DOI: 10.1504/IJMC.2018.10011659
Yoori Hwang, Joonghwa Lee, Soojung Kim, Se-Hoon Jeong
{"title":"Mobile game users' evaluations of in-game advertising: role of multitasking and persuasion knowledge","authors":"Yoori Hwang, Joonghwa Lee, Soojung Kim, Se-Hoon Jeong","doi":"10.1504/IJMC.2018.10011659","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10011659","url":null,"abstract":"This study examined the effects of multitasking and persuasion knowledge on evaluations of in-game advertising (IGA). Specifically, we examined how the evaluations of IGA vary by: 1) multitasking (i.e., whether one multitasks or not); and 2) persuasion knowledge (i.e., whether one's persuasion knowledge is primed or not). The findings of this study showed significant interactions effects between multitasking and persuasion knowledge priming on ad evaluations. Compared with the non-multitasking condition, multitasking resulted in more negative evaluations of IGA, only when persuasion knowledge was primed. Multitasking did not affect the evaluations of IGA when persuasion knowledge was not primed. Theoretical implications for multitasking effects and practical implications for marketing and ad literacy are discussed.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126173990","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
The grass is greener: developing and implementing a green consumer satisfaction index 草地更绿:制定和实施绿色消费者满意度指数
Int. J. Mob. Commun. Pub Date : 2018-09-05 DOI: 10.1504/IJMC.2018.10010208
Kuang-Heng Shih
{"title":"The grass is greener: developing and implementing a green consumer satisfaction index","authors":"Kuang-Heng Shih","doi":"10.1504/IJMC.2018.10010208","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10010208","url":null,"abstract":"The main purpose of the study is to construct a green customer satisfaction index (GCSI) model to explore green consumer behaviours. This study validates the GCSI model by performing a case study on eco-smart hotels from 527 customers. The structural equation modelling (SEM) is then applied to verify the outcome of the GCSI model. There are seven variables in the GCSI model: 'green perceived quality', 'green corporate social responsibility', 'green expectation', 'green brand image', 'green perceived value', 'green customer satisfaction', and 'green customer loyalty'. Due to the recent growth in mobile commerce and its effect on green industries, this paper will also discuss some of the needs and future concerns of mobile users. The research outcome reveals that green customer satisfaction positively affects green customer loyalty. Green corporate social responsibility, green expectation, green brand image, and green perceived value enhance green customer loyalty through green satisfaction.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"678 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114001678","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Research on mobile social non-uniform hypernetwork evolving model 移动社交非均匀超网络演化模型研究
Int. J. Mob. Commun. Pub Date : 2018-09-05 DOI: 10.1504/IJMC.2018.10006980
Fuhong Wang, Jinli Guo
{"title":"Research on mobile social non-uniform hypernetwork evolving model","authors":"Fuhong Wang, Jinli Guo","doi":"10.1504/IJMC.2018.10006980","DOIUrl":"https://doi.org/10.1504/IJMC.2018.10006980","url":null,"abstract":"The modelling studies for the mobile social network will help to understand the characteristics of network structure and evolution mechanisms. In order to improve the accuracy of the description of mobile social hypernetwork model, this paper takes the WeChat as a sample and puts forward a non-uniform hypernetwork (hypergraph-Oriented) model with the attractiveness and the ages of nodes. In the model, nodes arrive at the system in accordance with Poisson process and are gradually ageing as the growth of time. We analyse the relevant characteristics of hypernetwork evolution and obtain the stationary average hyperdegree distribution of the hypernetwork by the characteristic equation. Numerical simulations of the models agree with the analytical results well. The whole research aims to provide support for the dynamics rule of mobile social hypernetwork and to provide a new perspective for the study of mobile social hypernetwork.","PeriodicalId":433337,"journal":{"name":"Int. J. Mob. Commun.","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128537000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
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