In modern market, mobile services have placed a strong foothold and received such an acceptance from society. Hedonic consumption and impulse buying are two important consumer constructs and theoretically relevant and interesting to be investigated in the context of the globally thriving mobile services. As within the context of adoption of mobile services their relationship with individual emotionality has received insufficient attention, the paper proposes a research project on the relationship between hedonism, impulsiveness, product involvement, and emotionality. A research model and a number of propositions are identified.
|Publication status||Published - 2010|
|Event||Academy of Marketing - Coventry University, Coventry, United Kingdom|
Duration: 6 Jul 2010 → 8 Jul 2010
|Conference||Academy of Marketing|
|Period||6/07/10 → 8/07/10|