移动营销研究述评与展望
外国经济与管理 2015 年 第 37 卷第 10 期, 页码:
摘要
参考文献
摘要
在移动互联网和移动通信技术蓬勃发展的今天,越来越多的企业开始尝试开展效率高且成本低的移动营销,而国内学术界在该领域的研究还主要集中在案例介绍及实践探索上,相关理论研究才刚刚起步。鉴于此,本文对国外相关文献进行了回顾与梳理,介绍了移动营销的定义、特征与类型,辨析了移动营销与传统营销的区别,对移动营销的消费者行为如态度、接受、采纳与使用等主题的研究进行了回溯,对移动营销的感知价值包括消费者感知价值与企业感知价值两个方面的现有研究成果进行了述评,并在此基础上对未来进一步的研究方向进行了展望。
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[21]Kim H,Gupta S and Koh J. Investigating the intention to purchase digital items in social networking communities:A customer value perspective[J]. Information & Management,2011,48(6):228-234.
[22]Kim Y H,Dan J K and Wachter K. A study of mobile user engagement:Engagement motivations,perceived value,satisfaction,and continued engagement intention[J]. Decision Support Systems,2013,56(5):361-370.
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[26]Lin Kuanyu and Lu Hsipeng. Predicting mobile social network acceptance based on mobile value and social influence[J]. Internet Research,2015,25(1):107-130.
[27]McCoy S,Everard A,Polak P and Galletta D. An experimental study of antecedents and consequences of online ad intrusiveness[J]. International Journal of HumanComputer Interaction,2008,24(7):672-699.
[28]Mountain D and MacFarlane A. Geographic information retrieval in a mobile environment:Evaluating the needs of mobile individuals[J]. Journal of Information Science,2007,33(5):515-530.
[29]Nysveen H,Pedersen P E and Berthon P. Mobilizing the brand:The effects of mobile services on brand relationships and main channel use[J]. Journal Service Research,2005a,7(3):257-276.
[30]Nysveen H,Pedersen P E and Thorbjrnsen H. Intentions to use mobile services:Antecedents and crossservice comparisons[J]. Journal of the Academy of Marketing Science,2005b,33(3):330-347.
[31]Okazaki S. How do Japanese consumers perceive wireless ads? A multivariate analysis[J]. International Journal of Advertising,2004,23(4):429-454.
[32]Okazaki S,Katsukura A and Nishiyama M. How mobile advertising works:The role of trust in improving attitudes and recall[J]. Journal of Advertising Research,2007,47(2):165-178.
[33]Okazaki S. Lessons learned from Imode:What makes consumers click wireless banner ads?[J]. Computers in Human Behavior,2007,23(3):1692-1719.
[34]Okazaki S and Hirose M .Effects of displacementreinforcement between traditional media,PC Internet and mobile Internet:A quasi experiment in Japan[J]. International Journal of Advertising,2009,28(1):77-104.
[35]Okazaki S and Romero J. Online media rivalry:A latent class model for mobile and PC Internet users[J]. Online Information Review,2010,34(1):98-114.
[36]Parasuraman A. Reflections on gaining competitive advantage through customer value[J]. Journal of the Academy of Marketing Science,1997,25(2):154-161.
[37]Pousttchi K and Wiedemann D. A contribution to theory building for mobile marketing:Categorizing mobile marketing campaigns through case study research[A]. in Silvia Ceballos(Ed.).Proceedings of the International Conference on Mobile Business[C]. Copenhagen,Denmark:Institute of Electrical and Electronic Engineers Computer Society,2006:1.
[38]Salo J,Sinisalo J and Karjaluoto H. Intentionally developed business network for mobile marketing:A case study from Finland[J]. Journal of Business and Industrial Marketing,2008,23(7):497-506.
[39]Schaupp L C and Bélanger F. The value of social media for small businesses[J]. Journal of Information Systems,2014,28(1):187-207.
[40]Shankar V and Hollinger M. Online and mobile advertising:Current scenario,emerging trends,and future directions[R]. Marketing Science Institute Special Report,2007:1-49.
[41]Shankar V and Balasubramanian S. Mobile marketing:Synthesis and prognosis[J]. Journal of Interactive Marketing,2009,23(2):118-29.
[42]Shankar V,Venkatesh A,Hofacker C and Naik P. Mobile marketing in the retailing environment:Current insights and future research avenues[J]. Journal of Interactive Marketing,2010,24(2):111-120.
[43]SoroaKoury S and Yang K C C. Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective[J]. Telematics and Informatics,2010,27(1):103-113.
[44]Strm R,Vendel M and Bredican J. Mobile marketing:A literature review on its value for consumers and retailers[J]. Journal of Retailing and Consumer Services,2014,21(6):1001-1012.
[45]Sultan F and Rohm A. The coming era of “brand in the hand” marketing[J]. MIT Sloan Management Review,2005,47(1):83-90.
[46]Sweeney J C and Soutar G N. Consumer perceived value:The development of a multiple item scale[J]. Journal of Retailing,2001,77(2):203-220.
[47]Ulaga W. Capturing value creation in business relationships:A customer perspective[J]. Industrial Marketing Management,2003,32(8):677-693.
[48]Varnali K,Yilmaz C and Toker A. Predictors of attitudinal and behavioral outcomes in mobile advertising:A field experiment[J]. Electronic Commerce Research and Applications,2012,11(6):570-581.
[49]Wais J S and Clemons E K. Understanding and implementing mobile social advertising[J]. International Journal of Mobile Marketing,2008,3(1):12-18.
[50]Wang C L. Antecedents and consequences of perceived value in mobile government continuance use:An empirical research in China[J]. Computers in Human Behavior,2014,34:140-147.
[51]Watson C,McCarthy J and Rowley J. Consumer attitudes towards mobile marketing in the smart phone era[J]. International Journal of Information Management,2013,33(5):840-849.
[52]Yeh J and Lin C. Measuring the effectiveness of advertisements sent via mobile phone:Implications of the appeal,endorser,and involvement model and purchasing behavior[J]. Social Behavior& Personality,2010,38(2):249-256.
[53]Zhang J and Mao E. Understanding the acceptance of mobile SMS advertising among young Chinese consumers[J]. Psychology and Marketing,2008,25(8):787-805.
[2]Andrews L,Drennan J and RussellBennett R. Linking perceived value of mobile marketing with the experiential consumption of mobile phones[J]. European Journal of Marketing,2012,46(3/4):357-386.
[3]Barnes S J and Scornavacca E. Mobile marketing:The role of permission and acceptance[J]. International Journal of Mobile Communication,2004,2(2):128-139.
[4]Bart Y,Stephen A and Sarvary M. Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions[J]. Journal of Marketing Research,2014,51(3):270-285.
[5]Barutcu S. Attitudes towards mobile marketing tools:A study of Turkish consumers[J]. Journal of Targeting Measurement and Analysis for Marketing,2007,16(1):26-38.
[6]Bauer H H,Barnes S J,Reichardt T and Neumann M M. Driving consumer acceptance of mobile marketing:A theoretical framework and empirical study[J]. Journal of Electronic Commerce Research,2005,6(3):181-192.
[7]Carroll A,Barnes S J and Scornavacca E.Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand[A]. in Wayne B,Elaine L,Robert S and Elizabeth C(Eds.).Proceedings of the Fourth International Conference on Mobile Business (ICMB)[C].Australia,Sydney:Institute of Electrical and Electronic Engineers Computer Society,2005:434-440.
[8]Chang C C ,Chang S C and Yang J H. A practical secure and efficient enterprise digital rights management mechanism suitable for mobile environment[J]. Security and Communication Networks,2013,6(8):972-984.
[9]Chikandiwa S T,Contogiannis E and Jembere E. The adoption of social media marketing in South African banks[J]. European Business Review,2013,25(4):365-381.
[10]Chong A Y,Chan F T S and Ooi K. Predicting consumer decisions to adopt mobile commerce:Cross country empirical examination between China and Malaysia[J]. Decision Support Systems,2012,53(1):34-43.
[11]Deng Z,Lu Y and Wei K K. Understanding customer satisfaction and loyalty:An empirical study of mobile instant messages in China[J]. International Journal of Information Management,2010,30(4):289-300.
[12]Dickinger A and Kleijnen M. Coupons going wireless:Determinants of adoption of consumer intentions to redeem mobile coupons[J]. Journal of Interactive Marketing,2008,22(3):23-39.
[13]Figge S. Situationdependent services:A challenge for mobile network operators[J]. Journal of Business Research,2004,57(12):1416-1422.
[14]Gao Q,Rau P P and Salvendy G. Perception of interactivity:Effects of four key variables in mobile advertising[J]. International Journal of HumanComputer Interaction,2009,25(6):479-505.
[15]Gao T,Rohm A J,Sultan F and Huang S. Antecedents of consumer attitudes toward mobile marketing:A comparative study of youth markets in the United States and China[J]. Thunderbird International Business Review,2012,54(2):212-224.
[16]Gao T,Rohm A J,Sultan F and Pagani M. Consumers untethered:A threemarket empirical study of consumers’ mobile marketing acceptance[J]. Journal of Business Research,2013,66(12):2536-2544.
[17]GoneosMalka A,Strasheim A and Grobler A F. Conventionalists,connectors,technoisseurs and mobilarti:Differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers[J]. Journal of Retailing and Consumer Services,2014,21(6):905-916.
[18]Hsiao K L. Android smartphone adoption and intention to pay for mobile internet perspectives from software,hardware,design and value[J]. Library Hi Tech,2013,31(2):216-235.
[19]Hyunjoo Im and Young Ha. Enablers and inhibitors of permissionbased marketing:A case of mobile coupons[J]. Journal of Retailing and Consumer Services,2013,20(5):495-503.
[20]Kim H W,Chan H C and Gupta S. Valuebased adoption of mobile internet:An empirical investigation[J]. Decision Support Systems,2007,43(1):111-126.
[21]Kim H,Gupta S and Koh J. Investigating the intention to purchase digital items in social networking communities:A customer value perspective[J]. Information & Management,2011,48(6):228-234.
[22]Kim Y H,Dan J K and Wachter K. A study of mobile user engagement:Engagement motivations,perceived value,satisfaction,and continued engagement intention[J]. Decision Support Systems,2013,56(5):361-370.
[23]Komulainen H,Mainela T,Thtinen J and Ulkuniemi P. “Retailers” different value perceptions of mobile advertising service[J]. International Journal Service Industry Management,2007,18(4):368-393.
[24]Lee C,Cheng H K and Cheng H. An empirical study of mobile commerce in insurance industry:Tasktechnology fit and individual differences[J]. Decision Support Systems,2007,43(1):95-110.
[25]Leppaniemi M,Sinisalo J and Karjaluoto H. A review of mobile marketing research[J]. International Journal of Mobile Marketing,2006,1(1):30-40.
[26]Lin Kuanyu and Lu Hsipeng. Predicting mobile social network acceptance based on mobile value and social influence[J]. Internet Research,2015,25(1):107-130.
[27]McCoy S,Everard A,Polak P and Galletta D. An experimental study of antecedents and consequences of online ad intrusiveness[J]. International Journal of HumanComputer Interaction,2008,24(7):672-699.
[28]Mountain D and MacFarlane A. Geographic information retrieval in a mobile environment:Evaluating the needs of mobile individuals[J]. Journal of Information Science,2007,33(5):515-530.
[29]Nysveen H,Pedersen P E and Berthon P. Mobilizing the brand:The effects of mobile services on brand relationships and main channel use[J]. Journal Service Research,2005a,7(3):257-276.
[30]Nysveen H,Pedersen P E and Thorbjrnsen H. Intentions to use mobile services:Antecedents and crossservice comparisons[J]. Journal of the Academy of Marketing Science,2005b,33(3):330-347.
[31]Okazaki S. How do Japanese consumers perceive wireless ads? A multivariate analysis[J]. International Journal of Advertising,2004,23(4):429-454.
[32]Okazaki S,Katsukura A and Nishiyama M. How mobile advertising works:The role of trust in improving attitudes and recall[J]. Journal of Advertising Research,2007,47(2):165-178.
[33]Okazaki S. Lessons learned from Imode:What makes consumers click wireless banner ads?[J]. Computers in Human Behavior,2007,23(3):1692-1719.
[34]Okazaki S and Hirose M .Effects of displacementreinforcement between traditional media,PC Internet and mobile Internet:A quasi experiment in Japan[J]. International Journal of Advertising,2009,28(1):77-104.
[35]Okazaki S and Romero J. Online media rivalry:A latent class model for mobile and PC Internet users[J]. Online Information Review,2010,34(1):98-114.
[36]Parasuraman A. Reflections on gaining competitive advantage through customer value[J]. Journal of the Academy of Marketing Science,1997,25(2):154-161.
[37]Pousttchi K and Wiedemann D. A contribution to theory building for mobile marketing:Categorizing mobile marketing campaigns through case study research[A]. in Silvia Ceballos(Ed.).Proceedings of the International Conference on Mobile Business[C]. Copenhagen,Denmark:Institute of Electrical and Electronic Engineers Computer Society,2006:1.
[38]Salo J,Sinisalo J and Karjaluoto H. Intentionally developed business network for mobile marketing:A case study from Finland[J]. Journal of Business and Industrial Marketing,2008,23(7):497-506.
[39]Schaupp L C and Bélanger F. The value of social media for small businesses[J]. Journal of Information Systems,2014,28(1):187-207.
[40]Shankar V and Hollinger M. Online and mobile advertising:Current scenario,emerging trends,and future directions[R]. Marketing Science Institute Special Report,2007:1-49.
[41]Shankar V and Balasubramanian S. Mobile marketing:Synthesis and prognosis[J]. Journal of Interactive Marketing,2009,23(2):118-29.
[42]Shankar V,Venkatesh A,Hofacker C and Naik P. Mobile marketing in the retailing environment:Current insights and future research avenues[J]. Journal of Interactive Marketing,2010,24(2):111-120.
[43]SoroaKoury S and Yang K C C. Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective[J]. Telematics and Informatics,2010,27(1):103-113.
[44]Strm R,Vendel M and Bredican J. Mobile marketing:A literature review on its value for consumers and retailers[J]. Journal of Retailing and Consumer Services,2014,21(6):1001-1012.
[45]Sultan F and Rohm A. The coming era of “brand in the hand” marketing[J]. MIT Sloan Management Review,2005,47(1):83-90.
[46]Sweeney J C and Soutar G N. Consumer perceived value:The development of a multiple item scale[J]. Journal of Retailing,2001,77(2):203-220.
[47]Ulaga W. Capturing value creation in business relationships:A customer perspective[J]. Industrial Marketing Management,2003,32(8):677-693.
[48]Varnali K,Yilmaz C and Toker A. Predictors of attitudinal and behavioral outcomes in mobile advertising:A field experiment[J]. Electronic Commerce Research and Applications,2012,11(6):570-581.
[49]Wais J S and Clemons E K. Understanding and implementing mobile social advertising[J]. International Journal of Mobile Marketing,2008,3(1):12-18.
[50]Wang C L. Antecedents and consequences of perceived value in mobile government continuance use:An empirical research in China[J]. Computers in Human Behavior,2014,34:140-147.
[51]Watson C,McCarthy J and Rowley J. Consumer attitudes towards mobile marketing in the smart phone era[J]. International Journal of Information Management,2013,33(5):840-849.
[52]Yeh J and Lin C. Measuring the effectiveness of advertisements sent via mobile phone:Implications of the appeal,endorser,and involvement model and purchasing behavior[J]. Social Behavior& Personality,2010,38(2):249-256.
[53]Zhang J and Mao E. Understanding the acceptance of mobile SMS advertising among young Chinese consumers[J]. Psychology and Marketing,2008,25(8):787-805.
引用本文
黄丽娟, 夏筱萌. 移动营销研究述评与展望[J]. 外国经济与管理, 2015, 37(10): 0.
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