Title: The role of contextual marketing offer in Mobile Commerce acceptance: comparison between Mobile Commerce users and nonusers

Authors: ThaeMin Lee, JongKun Jun

Addresses: Department of Business Administration, Chungbuk National University, 12 Gaeshin-dong, Heungduk-gu, Cheongju, Chungbuk, 361-763, Korea. ' Department of International Business, Hankuk University of Foreign Studies, 89 Wangsan-Li, Mohyeon-Myun, Yongin-Si, Gyounggi-Do, 449-791, Korea

Abstract: We propose Contextual Perceived Value (CPV) of marketing offer as a new construct that reflects Mobile Commerce (MC)-specific features. The primary contribution of this research is to integrate MC-specific variable (CPV of marketing offer) with TAM (Technology Acceptance Model) to explain MC acceptance. This study also investigated the role of contextual marketing offer in MC acceptance between MC-users and nonusers. The empirical results support the extended TAM in explaining consumers| behavioural intentions to use MC. Specifically, the effect of CPV of marketing offer on the behavioural intention to use MC was greater for MC-nonusers group than for MC-users group.

Keywords: technology acceptance model; TAM; mobile commerce; m-commerce; contextual perceived value; CPV; contextual marketing offers; chi-square difference; multi-group analysis; behavioural intentions; mobile communications.

DOI: 10.1504/IJMC.2007.012398

International Journal of Mobile Communications, 2007 Vol.5 No.3, pp.339 - 356

Published online: 11 Feb 2007 *

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