CONSUMER BEHAVIOR IN MOBILE MARKETING: A RESEARCH AGENDA

摘要

Even though 79% of the US population uses a mobile phone, only 28% currently use it to access the Web. While this amount is still impressive, it is overshadowed by forecasts that within 3 years, mobile devices will overtake personal computers as the primary method to go online. Early adopting businesses that have finished integrating e-commerce in their marketing activities now see mobile marketing as the next exciting opportunity that will enable them to reach consumers through a new communication channel. However, since the field of interest is recent few academic papers have focused on how this new form of technology-led marketing affects consumer behavior. Our collective knowledge is thus limited which warrants more research on the topic. The paper aims at providing a direction for future research by developing a research agenda on the topic of consumer behavior in mobile marketing. The method used to develop the research agenda consists of a thorough literature review performed within academic databases with specific keywords related to the topic of mobile marketing. Identified academic papers from 2008 to 2010 were then reviewed and filtered based on full text analysis. The remaining papers were categorised based on a previously developed taxonomy of consumer behavior research in mobile marketing which included, acceptance and adoption, role of trust, satisfaction and loyalty, consumer attitudes, perceived value and value creation. The findings provide a list of research questions that need to be addressed to further our understanding of consumer behavior in mobile marketing. They also identify gaps in research and pinpoint specific areas that require more attention.