The Impact of Contextual Offer on Purchase Intention Through Consumption Value in Mobile Service

Sung-Hee Jang and Jae-Ik Shin
Additional contact information
Sung-Hee Jang: School of Business Administration, Kyungpook National University, Daegu, Korea
Jae-Ik Shin: Dept. of E-Business, Gyeongnam National University of Science and Technology, Jinju, Korea

Journal of Electronic Commerce in Organizations (JECO), 2019, vol. 17, issue 1, 30-38

Abstract: Location-based services (LBSs) on the basis of the ubiquity and portability in mobile devices can play a useful role in fulfilling user needs such as convenience, social networking, and digital entertainment effectively and efficiently. Users of mobile LBSs filled out a survey, which produced 200 valid samples. The results of this study demonstrated that contextual offer positively informs utilitarian value and hedonic value. Since contextual offers have more influence on utilitarian value than hedonic value, this means that contextual offers should be based on developing a more utilitarian value. Second, consumption value positively affects purchase intentions. Purchase intention is more effected by hedonic value than utilitarian value. This implies that hedonic value is more important predictor of purchase intention in mobile LBSs. Thus, the service providers should put emphasis on strengthening contextual offer to improve purchase intentions through the consumption value of mobile LBSs. This study may deliver some useful implications to both research and practice.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/JECO.2019010103 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:17:y:2019:i:1:p:30-38

Access Statistics for this article

Journal of Electronic Commerce in Organizations (JECO) is currently edited by Pedro Isaías

More articles in Journal of Electronic Commerce in Organizations (JECO) from IGI Global
Bibliographic data for series maintained by Journal Editor ().