Conceptualizing Play in Mobile Commerce Environments
Robert Davis and Ahsan Ali Chaudhri
Abstract:
Mobile data services have rapidly become an important way in which consumers connect and communicate ubiquitously. What is more interesting for marketers is the increasing use of these services by consumers to experience play. This research explores the perceptions of senior marketing executives across the mobile data service industry in Asia who over the last four years have been directly involved in the development and implementation of marketing strategies. It was found that the consumer's desire to play with mobile data services is enhanced when...