Conceptualising fun in mobile commerce environments

Consumers use mobile commerce services to hedonically experience 'fun'. This research explores what consumer-oriented service strategies have been adopted to enhance the fun experience. This research is a case study using grounded theory to develop the conceptual model, represented by 15 propositions, suggesting that attention be focused in three areas; content, social and self orientations. The first, relates to the way in which the service is constructed or the service content orientation. Secondly, the personal nature of the medium focuses attention on the consumer's social orientation. Finally, the consumers' self orientation. Managerial and research implications are discussed.