Conceptualising mobile interaction scale

Abstract

This paper presents the conceptualization of a new scale measuring perceptions of mobile interaction with social media, location-based services and m-commerce. The scale comprises five factors, positive and negative attitude towards location-based services, social, local, mobile & ease-of-use, mobile shopping and m-commerce website loyalty. In this paper, we conceptualize dimensions of social-local-mobile interactions. Findings are of value to marketing and information systems research and practice, offering a springboard for further studies on mobile consumer behavior and for successful mobile business strategies.