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- Title
¿INFLUYE EL VALOR PERCIBIDO DE LAS APLICACIONES DE COMERCIO MÓVIL DEL SECTOR MODA EN LA ACEPTACIÓN DE LAS ALERTAS PUBLICITARIAS?
- Authors
Murillo Zegarra, Miluska; Ruiz Mafé, Carla
- Abstract
This study analyzes the influence of the perceived value, from a hedonic-utilitarian perspective, of mobile commerce applications of fashion products in the acceptance of mobile advertising alerts. The data was collected in Spain through a structured online questionnaire answered by 340 consumers who buy fashion products exclusively through a mobile commerce application. The results showed that utilitarian and hedonic value positively influence the acceptance of mobile advertising alerts. The study provides management implications for the development of marketing and communication strategies.
- Subjects
SPAIN; MOBILE commerce; PRODUCT acceptance; MARKETING; MOBILE apps; MARKETING strategy
- Publication
3C Empresa, 2019, Vol 8, Issue 4, p119
- ISSN
2254-3376
- Publication type
Article
- DOI
10.17993/3cemp.2019.080440.119-135