Exploring consumers' reactions towards innovative mobile services

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to show how projective techniques -in particular cartoon tests -give useful insights when used as a tool for conducting marketing research into innovative products and services. The paper presents results from four studies on mobile services that were conducted with cartoon tests. Design/methodology/approach -Using specially developed cartoon tests on four topics in the realm of innovative mobile services, 669 participants (mostly students) were individually and personally interviewed. Each participant was presented with exactly one cartoon test. Each cartoon test had three to four variations. Thus, consumers' reactions to different results of the confrontation with mobile services could be explored. Using content analysis, participants' projections were examined. Findings -Cartoon tests are a useful research method for researching products and services that the general population are not yet familiar with. Furthermore, specific findings from consumers' confrontation with cartoon tests on mobile advertising, usage of mobile price comparison services and mobile shopping are presented. Originality/value -A well-known, but -for the purposes of marketing research -rather seldom used method is applied to research on innovations. The paper shows that using projective techniques is fruitful to gain an understanding of consumers' latent attitudes and behavioral intentions towards mobile service innovations.

Prototyping of an E-Commerce Mobile Marketing System

“…In our previous research result [15], we have identified 13 mobile users acceptance criteria searched from literatures, which are: Cr-1 customer permission [1]; Cr-2 ease of use ( [20], [19], [12] and [24]); Cr-3 usefulness ( [20], [19] and [25]); Cr-4 relevant content ( [1] and [13]); Cr-5 compelling content ( [1], [7], [20], [19]); Cr-6 timely and up-to-date content [19]; Cr-7 personalized content [12]; Cr-8 location-aware advertising [3]; Cr-9 increasing gains in shopping performance [24]; Cr-10 incentive, rewards ( [1], [3], [7], [19]); Cr-11 enhancing customers image ( [20] and [19]); Cr-12 services providing interpersonal and external influence, social network ( [20], [25] and [24]); Cr-13 security and privacy protection ( [20], [7] and [13]).…”

Political brand image: an investigation into the operationalisation of the external orientation of David Cameron’s Conservative brand

“…'Focused' group discussions (Krueger 1998) have been described as 'unpredictable' and 'organic in nature' (Bloor et al 2001, 19), and ideal for exploratory research (Bloor et al 2001;Zikmund 2003). in addition, the focus group discussions were enhanced by projective techniques (Bond and Ramsey 2010;Pettigrew and Charters 2008), often used in qualitative research to gain a deeper understanding of the research area (Broeckelmann 2010). Furthermore, it has been argued that focus group discussions combined Bloor et al 2001;Flick 1998;Krueger 1998;Kvale 1996;Malhotra and Birks 2003).…”

E-Commerce Mobile Marketing Model Resolving Users Acceptance Criteria

“…Locationaware advertising [3] Location-aware advertising text messages are preferred over those that are not location aware.…”

“…Incentive, rewards [1]; [3]; [7]; [13] Incentives, rewards and value propositions are important variables to improving mobile advertising such that these can elicit more positive reactions than those without such rewards.…”

“…It also states that sales promotion in the form of mobile coupons play a vital role and has some advantages. On the other hand, [3] and [17] suggest that mobile applications must determine the user's location before offering services and then continually track the location to adapt services and information accordingly.…”