Conceptualising fun in mobile commerce environments | Zendy

Robert A. Davis | Zendy

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Conceptualising fun in mobile commerce environments

Author(s) -

Robert A. Davis

Publication year - 2009

Publication title -

international journal of mobile communications

Language(s) - English

Resource type - Journals

eISSN - 1741-5217

pISSN - 1470-949X

DOI - 10.1504/ijmc.2010.030518

Subject(s) - conceptual model , service (business) , service orientation , orientation (vector space) , marketing , business , grounded theory , computer science , mobile commerce , knowledge management , advertising , sociology , qualitative research , social science , geometry , mathematics , database

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

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