Authors: Lijuan Huang; Jian Mou; Kai S. Koong; Yueping Du
Addresses: School of Economics and Management, Xidian University, 266 Xifeng Road 710128, Xi'an, China ' School of Economics and Management, Xidian University, 266 Xifeng Road 710128, Xi'an, China ' College of Business and Information Science, Tuskegee University, 1200 W. Montgomery Road, Tuskegee, Alabama, USA ' School of Economics and Management, Xidian University, 266 Xifeng Road 710128, Xi'an, China
Abstract: 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.
Keywords: consumer perceived value; CPV; WeChat official account; MCPV scale; mobile marketing; mobile advertising effectiveness; attitudes towards the account; loyalty towards the account.
International Journal of Mobile Communications, 2019 Vol.17 No.6, pp.641 - 681
Received: 21 Mar 2018
Accepted: 25 Jun 2018
Published online: 02 Sep 2019 *