Adopter segments, adoption determinants and mobile marketing

Mobile marketing research: The-state-of-the-art

“…It has been argued that the acceptance of a mobile marketing message is likely to be influenced by consumers' personal predispositions, tendencies, attitudes and individual-level perceptions (Bhatti, 2007;Hsu, Lu, & Hsu, 2008;Junglas, Johnson, & Spitzmüller, 2008;Khalifa & Shen, 2008;Luarn & Lin, 2005;Mahatanankoon, 2007;Marez, Vyncke, Berte, Schuurman, & Moor, 2007;Pagani, 2004;Pedersen, 2005;Wang, Lin, & Luarn, 2006;Wu & Wang, 2005;Yang, 2005), demographics (Bigne, Ruiz, & Sanz, 2005;DeBaillon & Rockwell, 2005;Hanley, Becker, & Martinsen, 2006;Karjaluoto, Lehto, Leppäniemi, & Jayawardhena, 2008;Suoranta & Mattila, 2004), social/peer influence (Kim, Lee, & Kim, 2008;Lee & Murphy, 2006;Newell & Meier, 2007;Rohm & Sultan, 2006), cultural dimensions (Gressgard & Stensaker, 2006;Harris, Rettie, & Kwan, 2005;Lee, Kim, Lee, & Kim, 2002;Muk, 2007;Sultan & Rohm, 2008;Sundqvist, Frank, & Puumalainen, 2005;Weitenberner et al, 2006), acceptance of the mobile medium itself (Bigné, Ruiz, & Sanz, 2007;Heinonen & Strandvik, 2007), the relevance and the credibility of the content (Choi, Seol, Lee, Cho, & Park, 2008;Haghirian & Inoue, 2007;Karjaluoto, Standing, Becker, & Leppaniemi, 2008;Okazaki, 2004;Wang et al, 2006), the level of trust towards the message se...…”

Reconsidering the actual and future use of mobile services

“…In many TAMstudies, people's attitudes toward innovativeness have been ignored (Schepers and Wetzels 2007). De Marez et al (2007) is relatively sceptical about the concept, while Hung et al (2003), Lu et al (2005), and Pagani (2004) show the relevance of personal innovativeness in people's decision whether or not to adopt WAP services, wireless Internet services and for third generation mobile multimedia. Our first hypothesis is that H1: a positive attitude towards mobile innovations has a positive effect on the actual use of mobile services.…”

Household Energy Use and Creating Awareness: Opportunities for ICT

“…The scale was developed as a valid alternative to traditional singleintent questions used in traditional market research, which systematically lead to over-or underestimation of the adoption potential of innovations. The model has been validated for several innovations [8,9]. Instead of a single intent question asking for the adoption likelihood of an innovation, three related questions are asked.…”