Article2012

Factors influencing mobile services adoption: a brand‐equity perspective

237 citations0/0 files storedInternet Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Technology Adoption and User Behaviour

Abstract

Purpose The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value‐added services and the core factors of brand equity. Design/methodology/approach Survey data collected from 497 mobile value‐added service consumers were examined using structural equation modeling to validate the research model. Findings The results indicate that the mobile service attributes of personalization, identifiability, and perceived enjoyment have significant positive influences on the key brand equity factors, including brand loyalty, perceived quality, brand awareness, and brand associations. Additionally, the results confirm the significance of all four of the brand equity factors in interpreting consumer purchase intention in the context of mobile value‐added service consumption. Practical implications The research results provide insights into how mobile value‐added services may be better designed and delivered to enhance brand equity and, in turn, profits. Originality/value While the market potential of mobile value‐added services and the importance of brand equity have both been widely recognized, the development and empirical validation of a model that specifically depicts the determinants of mobile value‐added service consumption from a brand‐equity perspective has not yet been undertaken. Consequently, this study investigates the relationships among key m‐commerce attributes, core brand‐equity components, and consumer behaviors. The research results have extended the application and advanced the understanding of previous mobile‐commerce and brand‐equity theories in the context of mobile value‐added service consumption.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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