Perceived Ubiquity in Mobile Services

• Published in: Journal of interactive marketing 2013-05, Vol.27 (2), p.98-111
• Main Authors: Okazaki, Shintaro, Mendez, Felipe
• Format: Article
• Language: English
• Subjects: Comparative analysis; Discriminant analysis; Flow; Interactivity; Mathematical models; Measurement development; Measuring instruments; Mobile commerce; Mobile communication systems; Mobile marketing; Perception; Perceptions; Ratings; Samples; Searching; Statistical methods; Studies; Telepresence; Ubiquity
• ISSN: 1094-9968; 1520-6653
• DOI: 10.1016/j.intmar.2012.10.001

Ubiquity has been referred to as one of the most important characteristics of mobile services. In this study, an instrument for the measurement of perceived ubiquity reflecting the benefits derived from continuity, immediacy, portability, and searchability is developed using a multiple-stage approach. In the initial stage, perceived ubiquity is conceptualized through interdisciplinary perspectives as a multidimensional, 32-item eight-factor construct. In the second stage, the original measurement is pretested on a student sample and recalibrated into a 16-item four-factor instrument. In the third stage, general consumers are invited to complete a task in which they are asked to perform a search with a mobile device before rating the measurement items. A confirmatory factor analysis produces a 12-item four-factor instrument. Furthermore, a second-order structure results from a statistical comparison of alternative models through a competing model strategy. In the final stage, we use a scenario method to validate the measurement tool while establishing discriminant, nomological, and known-group validities. The thorough validation results demonstrate the value of our instrument as a measurement tool of perceived ubiquity that is useful in describing the unique nature of mobile devices and predicting differences in user perceptions of mobile services and desktop PC services. Theoretical and managerial implications are discussed, important limitations are recognized and future research directions are suggested. ► This study develops a multidimensional scale of perceived ubiquity. ► A qualitative study is used for item generation and three surveys validate the scale. ► Immediacy, continuity, searchability, and portability are key scale dimensions. ► The final scale holds a second-order structure. ► Known group validity demonstrates scale utility to differentiate PC and mobile device.