The moderating influence ofinvolvement with ICTs inmobile services

  1. Cristina Calvo Porral 1
  2. Manuel Nieto Mengotti 1
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Year of publication: 2019

Volume: 23

Issue: 1

Pages: 25-43

Type: Article

DOI: 10.1108/SJME-08-2018-0036 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Spanish journal of marketing-ESIC

Sustainable development goals

Abstract

Purpose–The growing availability of wireless internet services and the great popularization ofsmartphones and other mobile devices means a greater challenge for mobile service companies that need toidentify the factors influencing the use behavior of mobile services. So considering that the level of consumerinvolvement can lead to differences in service outcome evaluations, this study aims to examine whetherconsumer involvement with information and communication technologies (ICTs) has a moderating influenceon consumer behavior in mobile servicesDesign/methodology/approach–The authors propose an integrative model of the usage of mobileservices to examine the moderating role of involvement with ICTs. Drawing on a sample of 493 users, twolevels of involvement with ICTs were examined; and data were analyzed through multiple-group structuralequation modeling.Findings–Findings show that the level of consumer involvement with ICTs influences the behavior in themobile services. Further, thefindings support that mobile services’perceived quality, followed by the serviceperceived value are the factors with a stronger influence in satisfaction with mobile services, regardless thelevel of consumer involvement with ICTs. However, the mobile company corporate image has a lowerinfluence. In addition, the results support the partial moderating role of involvement with ICTs in the loyaltytoward mobile service providers, suggesting that consumers lowly involved with ICTs experience a greaterimpact of the service quality on their loyalty.Originality/value–The main contribution of this study is the examination of the influence of involvementwith technologies in consumer behavior in the mobile services

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