A study on factors that influence consumer acceptance of mobile marketing within fashion industry in peninsular Malaysia

Ismail, Nur Amira Syahida (2019) A study on factors that influence consumer acceptance of mobile marketing within fashion industry in peninsular Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The research of mobile marketing is still in early stage and the reasons of actual usage the mobile marketing as well as to explain and understand the acceptance also still remains unclear. To investigate this issue, this research has examined the factors that influence consumer acceptance of mobile marketing within fashion industry. This research has proposed a framework by decomposing provided information, personal attachment, perceived risk, and perceived value as variables that need to measure in order to know the relationship with consumer acceptance of mobile marketing. Data for all those variables are collected through distributed questionnaire through face-to-face questionnaire, survey monkey, google docs and so on. A total of 1000 targeted respondents in Peninsular Malaysia that includes Northern Region, Eastern Region, Central Region and Southern Region required to participate in this research. The findings suggest significant relationship between provided information, personal attachment, perceived risk, and perceived value as independent variables with consumer acceptance of mobile marketing. Thus, this study has suggested that perceived value as the most crucial factors that influence consumer acceptance of mobile marketing within fashion industry. Besides, the researcher would like to recommend further to study other factors that will influences consumer acceptance of mobile marketing and expand the research location.

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