Marketing m-services: Establishing a usage benefit typology related to mobile user characteristics
Despite the relative paucity of knowledge relating to consumer attitudes towards acceptance and use of mobile digital technology, organisations are investing in the technology capabilities to take advantage of the emergent opportunities in mobile marketing (m-marketing). This paper adopts a consumer perspective to increase our understanding of business-to-consumer marketing of (m-services, defined as both mobile commerce (m-commerce) transaction messages and information services accessed by mobile devices. Data were collected from a sample of 250 respondents using an online survey and a modified snowball procedure. Results show that consumers perceive mobile services (m-services) in terms of usage benefit types that the authors label 'mobile life enhancers' (MLEs). The research further establishes important patterns of relationships between mobile user characteristics and MLE types. Conclusions are presented and future research directions are discussed.
The Journal of Database Marketing & Customer Strategy Management