Positive word-of-mouth for mobile location-based service retail apps usage

Ju Young M. Kang, Kim K.P. Johnson

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

Mobile location-based service (LBS) retail apps, a prominent web 3.0 trend, offer customers reward opportunities when they physically walk into stores or scan the barcodes of certain products using mobile cameras. The purpose of our study was to examine: 1) whether m-internet users' characteristics were related to perceived multidimensional benefits such as conditional epistemic benefit, social self-concept benefit, emotional benefit, and functional benefit; 2) whether perceived multidimensional benefits were related to positive word-of-mouth (WOM) behaviours relative to mobile LBS retail apps. Data were collected from US female m-internet users (n = 901). Structural equation modelling was employed to test the proposed model. Conditional epistemic benefit, social self-concept benefit, emotional benefit, and functional benefit affected positive WOM behaviours relative to mobile LBS retail apps. Economic orientation, mobile affinity, and recreational orientation all had an indirect influence on positive WOM behaviours, mediated by perceived multidimensional benefits.

Original languageEnglish (US)
Pages (from-to)599-618
Number of pages20
JournalInternational Journal of Mobile Communications
Volume13
Issue number6
DOIs
StatePublished - Jan 1 2015

Keywords

  • Affinity
  • Economic orientation
  • Mobile location-based service
  • Perceived benefits
  • Recreational orientation
  • Retail apps
  • WOM
  • Word-of-mouth

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