Utilitarian and hedonic perceptions of short message service mobile marketing
by Hyun-Hwa Lee; Jessica T. Hill
International Journal of Mobile Communications (IJMC), Vol. 11, No. 6, 2013

Abstract: This study investigates the utilitarian and hedonic consumer value perceptions of mobile marketing based on the short message service (SMS) and examines the moderating effect of situational involvement. The study uses service-dominant logic as the conceptual framework and employs a 2 (controllability) × 2 (message type) × 2 (situational involvement) between-subjects factorial design. The findings indicate significant main effects of controllability on both utilitarian and hedonic perceptions and the type of message only on utilitarian perceptions. Situational involvement had a significant. Moreover, the results show significant moderating role of situational involvement with controllability and a three-way effect of factors on both perceived utilitarian and hedonic perceptions.

Online publication date: Thu, 28-Nov-2013

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