[雙語翻譯]移動電子商務翻譯—移動營銷概念化與研究綜述（原文）

1、See discussions, stats, and author profiles for this publication at: https://www .researchgate.net/publication/322687163Mobile marketing: conceptualization and research reviewArticle in Espacios · December 2017CIT

2、A TIONS0READS683 authors:Some of the authors of this publication are also working on these related projects:Cuidado Cronico y cuidando al cuidador View projectProspectiva aplicaciones View projectOscar RobayoInstituci

3、43;n Universitaria Politécnico Grancolombiano19 PUBLICA TIONS 14 CITA TIONS SEE PROFILELuz Alexandra MontoyaNational University of Colombia121 PUBLICA TIONS 176 CITA TIONS SEE PROFILESandra Patricia Rojas-Be

4、rrioNational University of Colombia37 PUBLICA TIONS 19 CITA TIONS SEE PROFILEAll content following this page was uploaded by Sandra Patricia Rojas-Berrio on 24 January 2018.The user has requested enhancement of the d

5、ownloaded file.relationships with consumers. For instance, computer and communications market research firm International Data Corporation (IDC) points out that the global smartphone market grew by 40% in 2013 and is lik

6、ely to reach 1.07 billion a year by 2017. The factors associated with this important growth, according to IDC, are, first and foremost, the subsidies offered by operators to users in exchange for the adoption by them of

7、a minimum stay clause in their mobile communication service plan. Second, there is the increasingly frequent appearance of equipment in a lower price range that may currently be around $ 200 (IDC, 2013).And hand in hand

8、with the growth in sales of mobile devices is the phenomenon of using the internet. According to ComScore (2016), although Latin America currently accounts for only 10% of the total global internet audience, it is the re

9、gion with the highest growth between June 2015 and June 2016, at 11%, reaching thus a total of 197,612,000 unique visitors. In the case of Colombia, this same report indicates that by June 2016, a figure of 13'642,00

10、0 users had already been reached. Something to highlight is the distribution of these users by age ranges. In Colombia, 74% of users belong to Generation Y or Millennials, since they are between 15 and 34 years old, a co

11、mparatively higher figure than the global average of 52%. In addition, the growth potential of multiplatform online consumption is very broad. According to ComScore (2016), in Colombia the percentage of users accessing t

12、he internet via smartphone, tablet and desktop is 42%, compared to 66% in the USA or 78% in the UK.It is important then to study the mechanisms of adoption and use of mobile technologies, since unlike the desktop compute

13、r, and even the laptop, smartphones are considered as personal devices of private use, which suggests that consumers have different attitudes towards mobile services compared to traditional media (Park, Shenoy Kitchenha

14、m, 2004; Pérez-Rave, Álvarez-Jaramillo, in that vein, the following procedures were carried out:2.1. Definition of questions or issues of interest:This research addressed the following questions: What is the l

15、evel of conceptualization of mobile marketing?, What are the main characteristics of mobile marketing?, What are the research approaches related to acceptance and attitudes towards marketing and mobile advertising?, and,