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    Conceptualising fun in mobile commerce environments

    Davis, Robert

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    Date
    2010
    Citation:
    Davis, R. (2010). Conceptualising fun in mobile commerce environments. International Journal of Mobile Communications, 8(1), 21-40. doi: 10.1504/IJMC.2010.030518
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/1719
    Abstract
    Consumers use mobile commerce services to hedonically experience ‘fun’. This research explores what consumer-oriented service strategies have been adopted to enhance the fun experience. This research is a case study using grounded theory to develop the conceptual model, represented by 15 propositions, suggesting that attention be focused in three areas; content, social and self orientations. The first, relates to the way in which the service is constructed or the service content orientation. Secondly, the personal nature of the medium focuses attention on the consumer’s social orientation. Finally, the consumers’ self orientation. Managerial and research implications are discussed.
    Keywords:
    fun, hedonic, mobile commerce, conceptual, case studies, mobile communication
    ANZSRC Field of Research:
    150501 Consumer-Oriented Product or Service Development
    Copyright Holder:
    Inderscience Publishers

    Copyright Notice:
    This is an online version of an article published in the International Journal of Mobile Communications. The final paywall version is available from Inderscience Publishers at http://www.inderscience.com/info/inarticle.php?artid=30518
    Available Online at:
    http://www.inderscience.com/info/inarticle.php?artid=30518
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Management and Marketing Journal Articles [55]

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