Welcome to the InfoSci Platform
Reference Hub1
A Closer Look at Direct Carrier Billing: Identifying the Determinants of Purchase and Use of a Mobile Game

A Closer Look at Direct Carrier Billing: Identifying the Determinants of Purchase and Use of a Mobile Game

Lorena Herrera López
Copyright: © 2020 |Volume: 10 |Issue: 4 |Pages: 23
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781799807728|DOI: 10.4018/IJOM.2020100102
Cite Article Cite Article

MLA

López, Lorena Herrera. "A Closer Look at Direct Carrier Billing: Identifying the Determinants of Purchase and Use of a Mobile Game." IJOM vol.10, no.4 2020: pp.18-40. http://doi.org/10.4018/IJOM.2020100102

APA

López, L. H. (2020). A Closer Look at Direct Carrier Billing: Identifying the Determinants of Purchase and Use of a Mobile Game. International Journal of Online Marketing (IJOM), 10(4), 18-40. http://doi.org/10.4018/IJOM.2020100102

Chicago

López, Lorena Herrera. "A Closer Look at Direct Carrier Billing: Identifying the Determinants of Purchase and Use of a Mobile Game," International Journal of Online Marketing (IJOM) 10, no.4: 18-40. http://doi.org/10.4018/IJOM.2020100102

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

The impulse to digitalization by telecom operators requires the commercialization of over-the-top services (OTT) based on the fine understanding and prediction of customer behaviour through pattern recognition involving big data, resulting in an essential part of web analytics and digital marketing. The objective of this research is to analyse factors influencing the purchase and use of a mobile game commercialized by a mobile network operator (MNO), through different digital marketing channels and using direct carrier billing (DCB) as payment channel. The novelty contribution of this study is twofold. Firstly, it assesses determinants related to the purchase and use of a mobile service through the analysis of variables identified in the scientific literature's review. In addition, it also incorporates a set of variables based on data retrieved from big data analytics. Secondly, this research analyses the willingness of consumers to pay through DCB.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.