Determinants of Mobile Consumer Engagement: Moderating Role of Mobile Literacy
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 803-803.
Authors
Sung-hee Paik, School of Business,Yonsei University
Moonkyu Lee, School of Business,Yonsei University
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude
Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China
Featured
Inside Jokes: Humor as social exclusion
Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA
Featured
M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards
Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA