Abstract/Summary

Despite the increased interest in mobile marketing studies, researches about its implementations for retailers remain scarce. This study is designed to (1) identify the possible benefits that customers perceive in mobile marketing and test the roles of these identified benefits in creating perceived value and behavioral intentions, (2) investigate the mediating impact of value. Findings from this study indicated that perceived benefits were generally associated with perceived value and behavioral intentions; and that value had a significant mediating impact. In addition, among the components of perceived benefits, utilitarian value played a prominent role in creating value