The role of contextual marketing offer in Mobile Commerce acceptance: comparison between Mobile Commerce users and nonusers

Abstract

We propose Contextual Perceived Value (CPV) of marketing offer as a new construct that reflects Mobile Commerce (MC)-specific features. The primary contribution of this research is to integrate MC-specific variable (CPV of marketing offer) with TAM (Technology Acceptance Model) to explain MC acceptance. This study also investigated the role of contextual marketing offer in MC acceptance between MC-users and nonusers. The empirical results support the extended TAM in explaining consumers' behavioural intentions to use MC. Specifically, the effect of CPV of marketing offer on the behavioural intention to use MC was greater for MC-nonusers group than for MC-users group.