Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets

Abstract

The purpose of this study is to examine factors affecting consumers’ acceptance of mobile marketing across two global markets. Drawing upon technology acceptance and uses and gratifications theories, we develop and estimate a conceptual model of the influences of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) on behavioral intent related to mobile marketing practice. We further propose that the above relationships are mediated by activities that consumers engage in such as downloading, forwarding content and registering with firms. Focusing on youth consumers, we empirically test the model using data collected in both an established (U.S.) and an emerging market (Pakistan). Findings across these two markets reflect cross-market similarities and differences related to consumer acceptance factors. We draw implications from these findings related to both theory and practice.

Structural Relationships between Disruptive Attributes and Women Consumers’ Attitude when Using Mobile Retailing

“…It is proven that location-aware search techniques, development of registered mobile networks, and globalized mobile advertising platforms and applications have caused a radical shift in the ways brands and consumers interact with each other (Balasubramanian et al, 2002). Furthermore, according to Sultan, Rohm, and Gao (2009), products that are sold through mobile platforms can be priced slightly lower, based on location and time. Localization of the global positioning system (GPS) service that is available on cell phones enables the accurate track-and-trace of the location of each user, where this information is then funnelled to the site (Le & Ho, 2010).…”

“…According to Lee and Benbasat (2004), customization refers to a site's ability to tailor or adapt itself to each user (personalization), which in turn influences the customer's behavioral intent towards mobile marketing practices (Sultan et al, 2009). Customization of products and services that retailers offer in accordance to the personal preferences of the customer would help increase customer value and instill competitive business advantage on the Internet (Ball, Coelho, & Vilares, 2006;Han & Han, 2001).…”

The impact of organizational efforts on consumer concerns in an online context

“…First, it is usually attributed to organizational efforts. Second, it is considered an integral part of overall satisfaction [17].…”

Comparing drivers of social media marketing adoption by salespeople in Australia and the USA: a pilot study

“…TAM has also been applied to such personal communication technologies as e-mail (Straub et al, 1997), cellular phones (Kwon and Chidambaram, 2000), and instant messaging (Lu et al, 2009). Finally, TAM has been successfully applied in a range of online marketing contexts, including e-business (Parker and Castleman, 2009), mobile marketing (Sultan et al, 2009) and online retailing adoption (O'Cass and Fenech, 2003).…”