Mobile Advertising Technology Acceptance Model (M-TAM): An Extension of TAM in Mobile Marketing Context

Abstract

Mobile advertising technology has revolutionized the way companies interact with their customers. This has offered both marketers and consumers the advantages of convenience, flexibility, and ubiquity etc. Irrespective of the advantages of mobile advertising technology, it is not easy for marketers and researchers to form adoptable mobile advertising technology for consumers without being in a position to precisely foresee consumers' behavioural outcome. Additionally, this field appears to be scant in academic researches. The current study was initiated to empirically examine the influence of m-advertising technological factors (i.e., ease of use, usefulness, personalization and credibility) on consumers' adoption behaviour. These factors were also mediated by emotional value in order to influence end users' adoption behaviour. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from university going student as respondents. The Partial Least Square (PLS) two step path modelling was used through SmartPLS 3 to test the direct and indirect hypotheses. The results indicate that mobile advertising technology factors (i.e., ease of use, usefulness, personalization and credibility) directly and indirectly impact consumers' adoption behaviour through emotional value. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future researches recommendation are discussed consequentially.

Factors Shapping the Shapping the Adoption of Mobile Marketing in Rural Areas of Tanzania The Case of South Region in Unguja

“…According to Ghazali et al (2018), the vital characteristics of mobile marketing technology the personalization and interactivity offering consumers the ability to interact and communicate directly with retailers the flexibility features of this chanel increase the usefulness of the mobile marketing technology hence becoming the driving factor of consumer behavioral intention toward mobile marketing adoption. The finding is about Chille et al, (2021) and Haq and Ghouri (2018) PEOU has a significant effect at p<0.05 (in the research model) on consumer intention as stipulated in TAM theory (Davis et al, 1989). Consumers in rural areas will be more likely to adopt the innovative technology when they perceive the mobile marketing technology as easier to learn no much effort needed to study and be able to use efficiently.…”

“…Globally the role of attitude was found vague due to differences in culture and perception toward the technology innovated. Putra in Indonesia found PU and PEOU did not influence the adoption directly though affect indirectly through attitude., while, Haq and Ghouri (2018) found the PEOU has an insignificant indirect influence on attitude toward m-advertising in Pakistan. In Africa, the effect of PEOU on attitude toward intention to adopt mobile marketing is scarcely investigated.…”