Mañana, JUEVES, 24 DE ABRIL, el sistema se apagará debido a tareas habituales de mantenimiento a partir de las 9 de la mañana. Lamentamos las molestias.
Perceived Ubiquity in Mobile Services
Entity
UAM. Departamento de Financiación e Investigación ComercialPublisher
Elsevier Inc.Date
2013-05-01Citation
10.1016/j.intmar.2012.10.001
Journal of Interactive Marketing 27.2 (2013): 98-111
ISSN
1094-9968DOI
10.1016/j.intmar.2012.10.001Funded by
This research was funded by a grant from the Spanish Ministry of Science and Innovation (National Plan for Research, Development and Innovation ECO2011-30105).Editor's Version
http://dx.doi.org/10.1016/j.intmar.2012.10.001Subjects
Flow; Interactivity; Measurement development; Mobile marketing; Telepresence; Ubiquity; Economía; EmpresaNote
This is the author’s version of a work that was accepted for publication in Journal of Interactive Marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Interactive Marketing 27.2 (2013). DOI http://dx.doi.org/10.1016/j.intmar.2012.10.001Rights
© 2012 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Abstract
Ubiquity has been referred to as one of the most important characteristics of mobile services. In this study, an instrument for the measurement of perceived ubiquity reflecting the benefits derived from continuity, immediacy, portability, and searchability is developed using a multiple stage approach. In the initial stage, perceived ubiquity is conceptualized through interdisciplinary perspectives as a multidimensional, 32 item eight factor construct. In the second stage, the original measurement is pretested on a student sample and recalibrated into a 16 item four factor instrument. In the third stage, general consumers are invited to complete a task in which they are asked to perform a search with a mobile device before rating the measurement items. A confirmatory factor analysis produces a 12 item four factor instrument. Furthermore, a second order structure results from a statistical comparison of alternative models through a competing model strategy. In the final stage, we use a scenario method to validate the measurement tool while establishing discriminant, nomological, and known group validities. The thorough validation results demonstrate the value of our instrument as a measurement tool of perceived ubiquity that is useful in describing the unique nature of mobile devices and predicting differences in user perceptions of mobile services and desktop PC services. Theoretical and managerial implications are discussed, important limitations are recognized and future research directions are suggested.
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Google Scholar:Okazaki, Shintaro
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Mendez, Felipe
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