Determinants of Mobile Consumer Engagement: Moderating Role of Mobile Literacy

Sung-hee Paik, School of Business,Yonsei University
Moonkyu Lee, School of Business,Yonsei University
We provide guidelines to promote adoption of mobile information and mobile consumer engagement behavior. We found that the impact of facilitators and inhibitors on intention to adopt mobile information were different for a low versus high product involvement in mobile advertising. Also, we consider moderating effect of mobile literacy.
[ to cite ]:
Sung-hee Paik and Moonkyu Lee (2014) ,"Determinants of Mobile Consumer Engagement: Moderating Role of Mobile Literacy", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 803-803.