The purpose of this study is to examine factors affecting consumers’ acceptance of mobile marketing across two global markets. Drawing upon technology acceptance and uses and gratifications theories, we develop and estimate a conceptual model of the influences of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) on behavioral intent related to mobile marketing practice. We further propose that the above relationships are mediated by activities that consumers engage in such as downloading, forwarding content and registering with firms. Focusing on youth consumers, we empirically test the model using data collected in both an established (U.S.) and an emerging market (Pakistan). Findings across these two markets reflect cross-market similarities and differences related to consumer acceptance factors. We draw implications from these findings related to both theory and practice.

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Grzeskowiak et al. [Journal of Regional Analysis and Policy 33 (2): 2003] conducted a study that empirically tested a model that integrates the relationships among determinants and outcomes of residents' satisfaction with community services. We build on their model in attempt to explain how residents' satisfaction with community services influence satisfaction with the community at large (community well-being) and satisfaction with life (quality of life). Specifically, we hypothesized and empirically demonstrated for the most part that satisfaction with a variety of community services (e.g., services related to housing, education, government, healthcare, employment, religion, public safety, retailing, transportation, and leisure) affect satisfaction with the community and life overall through satisfaction in a variety of life domains (e.g., family, social, leisure, health, financial, cultural, consumer, work, spiritual, and environmental domains).Keywords Quality of life . Community quality of life . Community well-being . Satisfaction with community services A program of research in community quality of life (QOL) related to residents' satisfaction with a variety of community services such as housing,

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The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross‐market similarities and differences related to consumers' attitudes toward mobile marketing. © 2012 Wiley Periodicals, Inc.

Purpose -The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China. Design/methodology/approach -The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing-related and value-based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers. Findings -The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the "priming" effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.Research limitations/implications -The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors -including personal attachment and risk acceptance -related to acceptance of mobile marketing in the Chinese market and they emphasize the role of marketing-related and value-based mobile activity in mediating the relationships between antecedent factors and mobile marketing acceptance. Practical implications -The findings illustrate the importance of recognizing the drivers of, and obstacles to, mobile marketing acceptance. These factors included the likelihood of providing information, likelihood of accessing content, likelihood of sharing content, level of risk acceptance, and level of personal attachment to one's mobile phone. Originality/value -The paper adds to the growing literature on Chinese youth consumers by examining their acceptance of mobile marketing. The study reveals several implications for theory and practice relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging market.

This study explores the comparative effects of two antecedents of enduring involvement in determining whether social versus psychological effects are more important in establishing enduring involvement with an extended service encounter. Specifically, the authors look at the effects of communitas—a social effect—and flow—an individual psychological effect—to determine which has a stronger impact on one's enduring involvement in golf. Self-determination theory argues that flow should be more important than communitas in establishing enduring involvement because of higher levels of volitional control; the findings support this premise. From a practical perspective, these findings should help extended service managers determine which service environments or strategies (e.g., social atmosphere strategies vs. game improvement strategies) to emphasize when trying to establish loyal participants. The moderating effects of gender and participation frequency on the relationships between communitas and enduring involvement and between flow and enduring involvement are also examined.

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