Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

Juran Kim, Ki Hoon Lee and Charles R. Taylor

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 3, 282-296

Abstract: This study examines the effects of mobile direct experience on perceived interactivity, attitude toward smartphone applications, and purchase intention. Specifically, the study explains mobile direct experience and examines the relationships between direct experience and perceived interactivity, attitude toward smartphone applications, and purchase intention. Moreover, the study employs an experiment to examine key questions about the effects of direct experience among smartphone applications users. The results present the integrative framework of the roles of direct experience in the smartphone application context.

Date: 2013
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DOI: 10.1080/21639159.2013.788365

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