Authors: Robert Davis
Addresses: Faculty of Creative Industries and Business, Department of Management and Marketing, Building 172, Room 3001, Unitec New Zealand, Private Bag 92025, Auckland Mail Centre, Auckland 1142, New Zealand
Abstract: Consumers use mobile commerce services to hedonically experience |fun|. This research explores what consumer-oriented service strategies have been adopted to enhance the fun experience. This research is a case study using grounded theory to develop the conceptual model, represented by 15 propositions, suggesting that attention be focused in three areas; content, social and self orientations. The first, relates to the way in which the service is constructed or the service content orientation. Secondly, the personal nature of the medium focuses attention on the consumer|s social orientation. Finally, the consumers| self orientation. Managerial and research implications are discussed.
Keywords: fun; hedonic experiences; mobile commerce; conceptual; case study; mobile communications; m-commerce; service strategies; consumer-oriented services; grounded theory; conceptual models; social orientation; self orientation; content orientation.
International Journal of Mobile Communications, 2010 Vol.8 No.1, pp.21 - 40
Published online: 20 Dec 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article