Igniting Theory Of Acceptance Model And Theory Of Planned Behaviour To Enhance Mobile Marketing Effectiveness

Loo, Kang Kwang (2014) Igniting Theory Of Acceptance Model And Theory Of Planned Behaviour To Enhance Mobile Marketing Effectiveness. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In the era of technology, mobile phones have been becoming important gadget to everyone in the world and it is been a part of human daily life. Therefore, the mobile phone especially Smartphone is targeted by most marketers as a communication tool to the user. Mobile marketing can be very effective if the company understand the behaviour of the mobile phone users. In other word, in order to make sure the mobile marketing is effective, it must be first accepted by the mobile users. Therefore, the study aims to develop a theoretical framework to examine on the factors that affect the intention of young smartphone consumers to accept mobile marketing in Malaysia. The study adopts the Technology Acceptance Model of Perceived Usefulness and Perceived Ease of Use; Subjective Norm from Theory of Planned Behaviour; with an additional variable: Perceived Trust. The study uses Multiple Regression Analysis to analyze liner relationship between dependent variable and independent variables. The study is limited to a specific sample of 150 young Smartphone consumers in Malacca. The results confirm the Perceived Usefulness, Perceive Ease of Use, and Subjective Norm are significant which they positively influence the consumers to accept the mobile marketing whereas Perceived Trust is not significant. The integrated framework serves as a stronger predictor in the understanding on the acceptance of mobile marketing. Higher acceptance rate of mobile marketing would lead to higher profitability of an organization.

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