Determinants of Behavioral Intentions in the Mobile Internet Services Market
Journal of Services Marketing, vol. 22, no. 6, pp. 280-291
38 Pages Posted: 28 Jul 2008 Last revised: 19 Jun 2014
Date Written: July 27, 2008
The purpose of this paper is to investigate the theoretical and empirical meaningfulness of a composite model of behavioral intentions in a pure mobile internet services context. This paper starts by investigating the influence of seven service quality determinants on overall service quality perceptions, employing a qualitative research design. Next, these determinants are embedded in a holistic nomological framework depicting the complex interrelationships between prominent service evaluation constructs and behavioral intentions. The model is tested employing partial-least squares structural equation modeling in the context of a field experiment involving the delivery of music content over real-world mobile networks and devices. The study finds that content quality, contextual quality, device quality, connection quality and privacy concerns have a strong positive influence on service quality perceptions. Overall, service quality, value and satisfaction have a simultaneous direct effect on behavioral intentions. So as to adopt mobile e-commerce services consumers require to be rewarded with high levels of outcome quality (e.g., wide selection of music songs, sonic and video quality), anytime and most importantly at any place. Study results imply that when it comes to specifying service evaluation frameworks employing service quality, satisfaction and value-operationalized at a cumulative level traditional exchange contexts are not different from electronic commerce exchanges.
Keywords: Customer services quality, Consumer behaviour, Mobile communication systems, Internet
JEL Classification: M31
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