Comments: 1) Push & Pull - Cause - Effect is necessary a careful conceptualization 2) Theory for mobile adv? perhaps is convenient consider a common accepted framework not a theory per se. More appropriate will be theory for mobile marketing. 3) Table 1 content several errors like Tsang performed his research in Taiwan (Taiwan is not China !); in the method section for David & Sajtos (2008) is mentioned "SD" method but is not offered a meaning for this method, in addition it is not mentioned sample size and type; in the method section for Grant & O'Donohoe (2008) is mentioned "FG & QS" method but there is a lack of meaning of both; same for Gao (2009). 4) The study make a reference of the TRA and TAM authors but not of DOI author (page 63). 5) Samples. The authors mentioned that they choose research just with "representative sampling" but Okasaki uses a purposive sample of 53 individuals. 6) The authors mentioned indistinguishably "research paradigm" and "research framework" need to be understood as interpretative framework of the possible future research contributions.
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