Contextual perceived value? : Investigating the role of contextual marketing for customer relationship management in a mobile commerce context

Purpose – The purpose of this paper is to propose and validate the mobile commerce (MC) consumers' repurchase intention (RPI) model including technology acceptance model (TAM), customer satisfaction (CS), and contextual perceived value (CPV) of marketing offer as a new MC‐specific construct. Design/methodology/approach – A survey instrument was used to gather data to test the relationships shown in the research model. χ 2 difference test was conducted in order to examine the contribution of CPV of marketing offer in explaining MC consumers' RPI. The hypothesized relationships were tested using the structural equation modeling. Findings – The results of this study reveal that integrating CPV with CS and TAM in a single model can better explain and predict MC consumers' RPI. CPV has a significant effect on RPI, CS and perceived usefulness. Research limitations/implications – CPV activated by contextual marketing is the key factor for customer relationship management in MC context. Originality/value – The primary contribution of this study is to integrate CPV of marketing offer with TAM and CS into a coherent and parsimonious model that jointly predicts RPI.