Building Mobile Brand Equity: The Mediating Roles of Perceived Values. Issue 4 (1st October 2016)

• Record Type: Journal Article
• Authors: Abu ELSamen, Amjad A.
• Is Part Of: Journal of Internet commerce. Volume 15:Issue 4(2016)
• Page Start: 376
• Page End: 389
• Publication Date: 2016-10-01
• Subjects: Hedonic value -- information system -- Jordan -- mobile equity -- utilitarian value; Electronic commerce -- Periodicals; Telemarketing -- Periodicals; 658.87205
• DOI: 10.1080/15332861.2016.1237231
• Languages: English
• ISSNs: 1533-2861

Abstract

ABSTRACT: This research tests the mediational roles of hedonic and utilitarian values consumers receive from using mobile data services (MDS) on the relationship between mobile commerce experience and mobile provider brand equity. A theoretical model was developed based on a review of the existing literature, and a survey was developed to test the model using a sample of 371 students in major universities in Jordan. The structural findings showed that MDS experience positively influence MDS provider image, which positively influenced both utilitarian and hedonic values, the effect being stronger for the utilitarian value. Moreover, both types of perceived values from using the MDS fully mediate the effect of MDS provider image on mobile equity.