000061878 001__ 61878
000061878 005__ 20190709135505.0
000061878 0247_ $$2doi$$a10.1108/ITP-01-2014-0017
000061878 0248_ $$2sideral$$a99559
000061878 037__ $$aART-2017-99559
000061878 041__ $$aeng
000061878 100__ $$0(orcid)0000-0003-0752-3202$$aHernández-Ortega, B.$$uUniversidad de Zaragoza
000061878 245__ $$aPerceived value of advanced mobile messaging services: A cross-cultural comparison of Greek and Spanish users
000061878 260__ $$c2017
000061878 5060_ $$aAccess copy available to the general public$$fUnrestricted
000061878 5203_ $$aPurpose
The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture.
Design/methodology/approach
Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009).
Findings
Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism.
Practical implications
This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service.
Originality/value
This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared.
000061878 536__ $$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2015-64567-R$$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2014-53837-R$$9info:eu-repo/grantAgreement/ES/DGA/S09
000061878 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000061878 590__ $$a1.639$$b2017
000061878 591__ $$aINFORMATION SCIENCE & LIBRARY SCIENCE$$b33 / 88 = 0.375$$c2017$$dQ2$$eT2
000061878 592__ $$a0.671$$b2017
000061878 593__ $$aInformation Systems$$c2017$$dQ1
000061878 593__ $$aLibrary and Information Sciences$$c2017$$dQ1
000061878 593__ $$aComputer Science Applications$$c2017$$dQ2
000061878 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000061878 700__ $$aAldas-Manzano, J.
000061878 700__ $$aRuiz-Mafé, C.
000061878 700__ $$aSanz-Blas, S.
000061878 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000061878 773__ $$g30, 2 (2017), 324-355$$pINFORMATION TECHNOLOGY & PEOPLE$$tINFORMATION TECHNOLOGY & PEOPLE$$x0959-3845
000061878 8564_ $$s477779$$uhttps://zaguan.unizar.es/record/61878/files/texto_completo.pdf$$yPostprint
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000061878 951__ $$a2019-07-09-11:48:21
000061878 980__ $$aARTICLE