An investigation of perceived value dimensions: implications for mobile marketing research

This study proposes a framework to investigate the multiple dimensions of consumer value in the context of mobile marketing, to better understand the factors impacting on mobile consumer perceived value. We primarily conducted a series of interviews based on means-end chain theory and in line with the interviews of 179 WeChat official account subscribers. Then, three-step surveys are taken; after revision and testing, the proposed scale and the final six-dimensional model (MCPV scale) emerged. In addition, another study was conducted to validate the scale model, which takes mobile advertising effectiveness, attitudes towards the official account and loyalty towards the official account as consequences of MCPV. The MCPV scale was found to be both reliable and valid; it had significant influence on mobile advertising effectiveness, and it could serve as a framework for further empirical research in the mobile marketing settings. Lastly, theoretical and practical implications were discussed.