Building Mobile Brand Equity: The Mediating Roles of Perceived Values
Document Type
Article
Source of Publication
Journal of Internet Commerce
Publication Date
10-1-2016
Abstract
© 2016, Copyright © Taylor & Francis Group, LLC. 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.
DOI Link
ISSN
Publisher
Routledge
Volume
15
Issue
4
First Page
376
Last Page
389
Disciplines
Business
Keywords
Hedonic value, information system, Jordan, mobile equity, utilitarian value
Scopus ID
Recommended Citation
Abu ELSamen, Amjad A., "Building Mobile Brand Equity: The Mediating Roles of Perceived Values" (2016). All Works. 781.
https://zuscholars.zu.ac.ae/works/781
Indexed in Scopus
yes
Open Access
no