Title: Utilitarian and hedonic perceptions of short message service mobile marketing

Authors: Hyun-Hwa Lee; Jessica T. Hill

Addresses: College of Human Ecology, Inha University, Incheon 402-751, Korea ' School of Human Ecology, The University of Texas at Austin, Austin, TX 78712, USA

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.

Keywords: SMS marketing; short message service; mobile marketing; mobile communications; service-dominant logic; controllability; message type; situational involvement; utilitarian perception; hedonic perception; mobile services; m-services; consumer perceptions; value perceptions.

DOI: 10.1504/IJMC.2013.057817

International Journal of Mobile Communications, 2013 Vol.11 No.6, pp.597 - 616

Published online: 21 Nov 2013 *

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