The Impact of Contextual Offer on Purchase Intention Through Consumption Value in Mobile Service

Literature Review

LBSs generally play a role as a new coupon delivery channel and a new information provider for price and product comparison. These two features of LBSs have played a role in facilitating the transition from desktop e-commerce to mobile e-commerce. Thus, recommendation based on users’ context is a key service of mobile applications. People can acquire specific information from recommendations based on mobile applications (Shen et al., 2013). The nature of a mobile setting can be seen as spatiality, temporality, and contextuality and previous studies have named this phenomenon as situational dependency (Figge, 2004) or contextual offer (Lee, 2005). Contextual offer often signifies the received recommendation based on users’ position, time, and profile information (Lee, 2005). Thus, this study employs contextual offer as a recommendation based on mobile LBSs.