scholarly journals Factors affecting consumer attitudes towards mobile marketing

2012 ◽  
Vol 19 (3) ◽  
pp. 147-162 ◽  
Author(s):  
Rudaina Othman Yousif
Keyword(s):  
Consumer Attitudes ◽  
Mobile Marketing ◽  
Factors Affecting

scholarly journals Receiving and Action Oriented Attitude of the Youth Towards Mobile Marketing: A Transitional Economy Perspective

2020 ◽  
Vol 12 (4) ◽  
pp. 14
Author(s):  
Mustapha Iddrisu ◽  
Akolaa Andrews Adugudaa ◽  
Albert Martins
Keyword(s):  
Consumer Attitudes ◽  
Transitional Economy ◽  
High Rate ◽  
Mobile Marketing ◽  
The Internet ◽  
Exploratory Research ◽  
Factors Affecting ◽  
Marketing Activities ◽  
Structured Questionnaire ◽  
Marketing Messages

The advancement in technology is influencing the ways in which organizations conduct business and marketing activities. Mobile Marketing has become one of the most widespread media to communicate with potential and existing customers mainly in the form of text advertisements through the internet. This study is aimed at finding out the receiving and action-oriented attitudes of the youth towards mobile marketing, particularly the rate at which the youth use mobile marketing to determine the propensity to be influenced in their actions. The study also investigated the factors affecting consumer attitudes and their relationship with mobile marketing. The study employed descriptive and exploratory research methodology design and the data were collected using a structured questionnaire. Four hundred (400) questionnaires were administered to young people between the ages of 18 and 35 years in Accra and Three hundred and fifty 350 were used. We found a high rate of youth’s preference for mobile marketing messages and a relationship between youth attitude and mobile marketing messages and/or the youth’s attitude being influenced by mobile marketing messages. Finally, it revealed that there is a relationship between the youth’s receiving and action-oriented attitude and consumer factors that influence the use of mobile marketing.

Influence of SMS Advertising on Consumer Behavioral Intention

2015 ◽  
Vol 27 (4) ◽  
pp. 25-42 ◽  
Author(s):  
Hongyan Lin ◽  
Zhankui Chen
Keyword(s):  
Behavioral Intention ◽  
Purchase Intention ◽  
Consumer Attitudes ◽  
Subjective Norms ◽  
Mobile Marketing ◽  
Intention To Use ◽  
Mobile Advertising ◽  
Perceived Behavior Control ◽  
The Relationship ◽  
Practical Implications

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.

scholarly journals Consumer attitudes towards mobile marketing in the smart phone era

2013 ◽  
Vol 33 (5) ◽  
pp. 840-849 ◽  
Author(s):  
Catherine Watson ◽  
Jeff McCarthy ◽  
Jennifer Rowley
Keyword(s):  
Smart Phone ◽  
Consumer Attitudes ◽  
Mobile Marketing

A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

2020 ◽  
Vol 10 (3) ◽  
pp. 62-89
Author(s):  
Hadeel Bahjat Al-Haddad ◽  
Mohammad Hasan Galib
Keyword(s):  
Marketing Strategies ◽  
Cultural Dimensions ◽  
Mobile Marketing ◽  
Relative Advantage ◽  
Factors Affecting ◽  
Intention To Adopt ◽  
Hofstede’S Cultural Dimensions ◽  
The Usa ◽  
Hofstede's Cultural Dimensions ◽  
Practical Implications

This study investigates the factors that affect consumers' intentions to adopt mobile marketing and compare these factors between the USA and Jordan in the light of Hofstede's cultural dimensions. The collected data (n=250) were subject to statistical analysis including exploratory factor analysis, multiple regression, and Mann Whitney U test. The results showed that trust, observability and subjective norm, and relative advantage are the main factors affecting consumers' intentions to adopt mobile marketing, and trust had the strongest effect among the factors. Complexity had a positive significant effect only on Americans' intentions to adopt mobile marketing. The intention to adopt mobile marketing was higher in Jordan than that of the USA. The findings of this study provided several theoretical and practical implications and shed light on some factors that marketers may consider in developing their mobile marketing strategies. The study revealed that culture plays a significant role in peoples' technology adoption intentions.

An Empirical Examination of Saudi Consumers Attitudes Towards Online Shopping

2017 ◽  
Vol 7 (2) ◽  
pp. 57-80 ◽  
Author(s):  
Raja Yahya Alsharief ◽  
Felwa Al-Saadi
Keyword(s):  
Customer Service ◽  
Online Shopping ◽  
Product Information ◽  
Consumer Attitudes ◽  
Ease Of Use ◽  
Future Research ◽  
Privacy And Security ◽  
Empirical Examination ◽  
Factors Affecting ◽  
Independent Variables

This paper aims to empirically examine Saudi consumers' attitudes towards online shopping. The papers test a framework that was developed to understand, evaluate and examine the different factors affecting consumer attitudes towards online shopping in Saudi Arabia. Data were collected using a non-probability sample of 1000 Saudi consumers'. The paper investigated several independent variables which were used in previous research studies and its relation with the dependent variable (online shopping attitude among Saudi consumers). The findings indicated that ease of use and reliability were positively related to attitude of consumer towards online shopping. The findings also illustrated a positive relationship between the research remaining independent variables (privacy and security, customer service, trust, product information, satisfaction) and online shopping attitude in KSA. The paper also provides a discussion of its limitations as well as direction for future research in the field.

scholarly journals Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market

2021 ◽  
Vol 17 (1) ◽  
pp. 269-299
Author(s):  
Lina Pilelienė ◽  
◽  
Vilma Tamulienė ◽  
Keyword(s):  
Latent Variables ◽  
Consumer Attitudes ◽  
Theory And Practice ◽  
Factors Affecting ◽  
Research Results ◽  
Organic Product ◽  
Organic Products ◽  
High Level ◽  
And Behavior ◽  
Attitudes And Behavior

Purpose: The paper analyzes consumer attitudes and related behavior towards organic products and determines the factors affecting consumer attitudes towards organic products andLithuanian consumers' choices. Methodology: Previous scientific works are analyzed and generalized in order to provide scientific substantiation for the research. A questionnaire survey is provided in order to approve the theoretically established factors in the Lithuanian market of organic products. The questionnaire is comprised of 23 statements representing eight latent variables: six possible reasons for the choice of an organic product (health issues; environmental concerns; food safety and quality; economic reasons; social reasons; psychological reasons) and two possible outcomes (intentions to choose organic products; actual organic product purchases). The survey results are based on the answers of 269 respondents representing the population of the four biggest cities in Lithuania. Findings: The results indicate the structural differences between theory and its application for the Lithuanian market; therefore, the factors are reestablished. The research results show the high level of Lithuanian consumers’ environmental consciousness; also, a willingness to share information relating to environmental issues with friends; and active engagement in sharing information about environmentally related issues. However, consumer awareness of the relationship between organic products, and health and quality issues is lower, indicating the necessity to be managed. Also, consumers do not express high agreement that organic products have to be more expensive; they do not intend to pay a higher price for them. Research results show that Lithuanian consumers do not choose organic products often and they also do not express conformable behavior (resulting from organic product purchases). Implications for theory and practice: The research results enable the ability to compose a clear framework of Lithuanian consumer attitudes and behavior towards organic products. The established factors affecting consumer attitudes and behavior can be further explored and modeled according to different market situations. Originality and value: Based on the results, companies can elaborate on effective marketing strategies fostering consumer attitudes and behavior in a particular way.

Saudi Consumers Attitudes Towards Online Shopping

2018 ◽  
pp. 897-920
Author(s):  
Raja Yahya Alsharief
Keyword(s):  
Saudi Arabia ◽  
Online Shopping ◽  
Arab World ◽  
Consumer Attitudes ◽  
Future Research ◽  
Factors Affecting ◽  
Related Literature ◽  
Western Countries

Online shopping in the Arab world countries including Saudi Arabia is still very immature in relation to online shopping in developed and/or western countries. However, online shopping data and available statistics illustrate a very good growing trend in online shopping in KSA. This paper aims to develop a framework to understand and evaluate consumers' attitudes towards online shopping in Saudi Arabia. The paper start by examining the different factors affecting consumer attitudes towards online shopping in related literature, then it examines the literature related to consumers' attitudes towards online shopping in Saudi Arabia. Finally, and based on the results of the literature, it develops a framework to understand and evaluate consumers' attitudes towards online shopping in Saudi Arabia. The paper also provides direction for future research in the field.

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