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The hypothesized relationships were tested using the structural equation modeling.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results of this study reveal that integrating CPV with CS and TAM in a single model can better explain and predict MC consumers' RPI. CPV has a significant effect on RPI, CS and perceived usefulness.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>CPV activated by contextual marketing is the key factor for customer relationship management in MC context.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The primary contribution of this study is to integrate CPV of marketing offer with TAM and CS into a coherent and parsimonious model that jointly predicts RPI.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14637150710834569","type":"journal-article","created":{"date-parts":[[2007,11,17]],"date-time":"2007-11-17T07:03:01Z","timestamp":1195282981000},"page":"798-814","source":"Crossref","is-referenced-by-count":98,"title":["Contextual perceived value?"],"prefix":"10.1108","volume":"13","author":[{"given":"ThaeMin","family":"Lee","sequence":"first","affiliation":[]},{"given":"JongKun","family":"Jun","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022021920461729500_b1","doi-asserted-by":"crossref","unstructured":"Adams, I. and Shine, J. 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