Factors influencing mobile services adoption: A brand-equity perspective

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. The results show that the mobile service attributes of personalization, and identifiability have significant positive determines ‎ on the key brand equity factors, including brand loyalty, perceived quality, and brand awareness. Additionally, the results approve the significance of all three of the brand equity factors in interpreting consumer purchase goal in the context of mobile value-added service consumption. The research results provide insights into how mobile value-added services may be better designed and delivered to increase brand equity and, in turn, profits.