Publication: Investigating factors influencing the intention to use mobile marketing among young Malaysian customers
Date
2019-01
Authors
Mohammed Abdulellah Yousuf Saeed
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Abstract
Mobile marketing is an attractive area for research. However, mobile users still show negative attitudes toward mobile marketing communications. To investigate this issue, this study has examined the influence of several determinant factors on youth consumers’ attitude and intentions towards mobile marketing. Grounded by the theory of Technology Acceptance Model (TAM), this study proposes a framework by decomposing perceived usefulness, perceived ease of use, entertainment, personal attachment, privacy, personalization, permission, attitude, trust and intention to adopt mobile marketing. A total of 602 full-time university students from selective public universities in three different states in Peninsular Malaysia have participated in this study. Data for all the study variables have been collected through self-administered survey questionnaires. Structural Equation Modelling (SEM-PLS) is the main statistical technique used in this study. Based on study results, apart from personalization; attitude, perceived usefulness, trust, and permission plays important role in increasing young customers’ intentions to use mobile marketing services. Perceived usefulness, perceived ease of use, perceived entertainment and personal attachment significantly influenced young customers’ attitudes towards mobile marketing. However, privacy concern negatively influences young customers’ attitude and intentions towards mobile marketing and trust significantly moderated the negative effect of privacy concern on intention to use mobile marketing services. Finally, the study confirmed the mediating effect of attitudes towards mobile between perceived usefulness, and privacy concern and intention of youth consumers. Based on the findings, the theoretical and practical implications of the study as well as limitations and suggestions for future studies are also discussed.
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Mobile marketing