¿Influye el valor percibido de las aplicaciones de comercio móvil del sector moda en la aceptación de las alertas publicitarias?

  1. Miluska Murillo Zegarra 1
  2. Carla Ruiz Mafé 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
3c Empresa: investigación y pensamiento crítico

ISSN: 2254-3376

Ano de publicación: 2019

Volume: 8

Número: 4

Páxinas: 119-135

Tipo: Artigo

DOI: 10.17993/3CEMP.2019.080440.119-135 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: 3c Empresa: investigación y pensamiento crítico

Resumo

This study analyzes the influence of the perceived value, from a hedonic-utilitarian perspective, of mobile commerce applications of fashion products in the acceptance of mobile advertising alerts. The data was collected in Spain through a structured online questionnaire answered by 340 consumers who buy fashion products exclusively through a mobile commerce application. The results showed that utilitarian and hedonic value positively influence the acceptance of mobile advertising alerts. The study provides management implications for the development of marketing and communication strategies

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Fonte de datos: Dialnet