Contextual perceived value? Investigating the role of contextual marketing for customer relationship management in a mobile commerce context

被引:84
作者
Lee, ThaeMin [1 ]
Jun, JongKun [2 ]
机构
[1] Chungbuk Natl Univ, Dept Business Adm, Cheongju, South Korea
[2] Hankuk Univ Foreign Studies, Dept Int Business, Yongin, South Korea
关键词
Customer satisfaction; Mobile communication systems; Relationship marketing;
D O I
10.1108/14637150710834569
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The purpose of this paper is to propose and validate the mobile commerce (MC) consumers' repurchase intention (RPI) model including technology acceptance model (TAM), customer satisfaction (CS), and contextual perceived value (CPV) of marketing offer as a new MC-specific construct. Design/methodology/approach - A survey instrument was used to gather data to test the relationships shown in the research model. chi(2) difference test was conducted in order to examine the contribution of CPV of marketing offer in explaining MC consumers' RPI. The hypothesized relationships were tested using the structural equation modeling. Findings - The results of this study reveal that integrating CPV with CS and TAM in a single model can better explain and predict MC consumers' RPI. CPV has a significant effect on RPI, CS and perceived usefulness. Research limitations/implications - CPV activated by contextual marketing is the key factor for customer relationship management in MC context. Originality/value - The primary contribution of this study is to integrate CPV of marketing offer with TAM and CS into a coherent and parsimonious model that jointly predicts RPI.
引用
收藏
页码:798 / 814
页数:17
相关论文
共 77 条
[1]   PERCEIVED USEFULNESS, EASE OF USE, AND USAGE OF INFORMATION TECHNOLOGY - A REPLICATION [J].
ADAMS, DA ;
NELSON, RR ;
TODD, PA .
MIS QUARTERLY, 1992, 16 (02) :227-247
[2]  
ADAMSON I, 2003, TECHNOL ANAL STRATEG, V15, P441, DOI DOI 10.1080/093373203000136033
[3]  
Anderson E., 2000, J SERV RES-US, V3, P107, DOI DOI 10.1177/109467050032001
[4]   STRUCTURAL EQUATION MODELING IN PRACTICE - A REVIEW AND RECOMMENDED 2-STEP APPROACH [J].
ANDERSON, JC ;
GERBING, DW .
PSYCHOLOGICAL BULLETIN, 1988, 103 (03) :411-423
[5]  
Bagozzi R.P., 1988, J ACAD MARKET SCI, V16, P74, DOI [DOI 10.1007/BF02723327, 10.1007/BF02723327]
[6]  
Barnes S. J., 2004, International Journal of Mobile Communications, V2, P128, DOI 10.1504/IJMC.2004.004663
[7]   SAMPLE-SIZE EFFECTS ON CHI-SQUARE AND OTHER STATISTICS USED IN EVALUATING CAUSAL-MODELS [J].
BEARDEN, WO ;
SHARMA, S ;
TEEL, JE .
JOURNAL OF MARKETING RESEARCH, 1982, 19 (04) :425-430
[8]  
Berry L.L., 1983, SERV MARK C P AM MAR
[10]   A dynamic model of the duration of the customer's relationship with a continuous service provider: The role of satisfaction [J].
Bolton, RN .
MARKETING SCIENCE, 1998, 17 (01) :45-65