scholarly journals The Attitude of Mobile Users on Mobile Marketing: Case Study on Fast Food Restaurant at Bukit Bintang

2018 ◽  
Vol 7 (3.30) ◽  
pp. 48
Author(s):  
Norwani Mohd Nazari Nazari ◽  
Mohd Faiq Bin Abdul Fattah ◽  
Zalina Binti Zainuddin ◽  
Haslina Binti
Keyword(s):  
Mobile Phone ◽  
Fast Food ◽  
Quantitative Methods ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Fast Food Restaurant ◽  
Perceived Ease Of Use ◽  
Market Growth ◽  
Qualitative And Quantitative Methods

Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur conducted over sample of 384 respondents. Triangulation methodology of both qualitative and quantitative methods including survey questionnaire, field observation, telephone and face to face interview are used in this study. The finding shows there is favorable attitude towards mobile marketing in the customer population, gauging actual use of mobile marketing of fast food restaurant. The perceptions influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Mobile Phone Self-Efficacy (MSE). The underlying motives influencing use of mobile marketing of fast food restaurant are Speed, Functionality, Customer Friendly and Hospitality. Ranges of promotional tools in mobile phone have significance relationship with attitude and effective to achieve marketing goal such as increase sales and market growth for fast food restaurant. 

Factors Driving Consumer Engagement and Intentions with Gamification of Mobile Apps

2020 ◽  
Vol 18 (2) ◽  
pp. 17-35
Author(s):  
Shampy Kamboj ◽  
Shruti Rana ◽  
Vinayak A. Drave
Keyword(s):  
Mobile Apps ◽  
Mobile App ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Survey Method ◽  
Perceived Ease Of Use ◽  
Consumer Engagement ◽  
Internet Users

The advent of smartphones revolutionized and took the market to a new level. Now a days, majority of internet users spend their maximum time on smartphones, specifically on mobile apps. The emergence of numerous apps in smartphones with games features has brought about a different trend, mobile app gamification. The emerging popularity of smartphone technologies and their mobile apps have led various companies to engage their consumers with mobile apps, specifically through gamification. Therefore, companies gain consumers attention integrate their mobile marketing into their overall marketing strategy. This study explores the domain of consumer engagement and their intentions through the gamification of mobile apps. The research focuses on how mobile app gamification drives consumer engagement and their intentions drawing upon SDT and TAM. Using survey method data collected from 270 respondents, data analysis was done with structure equation modeling (SEM). The findings assert that various features of gamification of mobile apps (perceived ease of use, perceived usefulness and enjoyment) have a significant influence on consumer engagement. However, convenience was unexpectedly found not to be significantly associated with consumer engagement. Additionally, consumer engagement was found to be associated to smartphone user's intentions to use gamification of mobile apps. The results of present study have theoretical and practical implications.

scholarly journals Adoption of Mobile Marketing in the Telecommunication Industry of Tanzania: The Effects of Perceived Usefulness, Ease of Use, and Customer’s Knowledge

2021 ◽  
Vol 17 (12) ◽  
Author(s):  
Felix Joseph Chille ◽  
France Aloyce Shayo ◽  
Nasra Shokat Kara
Keyword(s):  
Technology Acceptance ◽  
Diffusion Of Innovation ◽  
Linear Regression Analysis ◽  
Telecommunications Industry ◽  
Multiple Linear Regression Analysis ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Telecommunication Industry ◽  
Perceived Ease Of Use

This paper focuses on identifying the factors affecting customer’s adoption of mobile marketing by examining the effects of perceived usefulness, perceived ease of use, and perceived customer’s knowledge in the telecommunications industry of Tanzania. The study extended the Technology Acceptance Model (TAM), with Diffusion of Innovation Theory (DOI), in predicting the customer’s mobile marketing adoption. Survey strategy was employed in data collection by administering the structured questionnaires and collected data using multi stage sampling on 406 respondents in Dar es Salaam. After then, it was analyzed using factor analysis, correlation analysis, and multiple linear regression analysis. Findings indicated that perceived usefulness, perceived ease of use, and perceived customer knowledge have significant and positive influence on the adoption of mobile marketing in the telecommunication industry in Tanzania. The study contributes to telecommunication practitioners with the integrated theoretical framework, which suggest that telecommunication practitioners need to develop mobile platforms that are easy to use, useful in solving customers’ problems and in designing products whose benefits are easily understood by customers. Through holistic mobile marketing approach, this study makes parsimonious contribution to knowledge by using few variables in predicting the customer’s adoption of mobile marketing in Telecommunication industry in Tanzania.

Mobile Banking Roll-out in Egypt

2017 ◽  
Vol 9 (2) ◽  
pp. 1-22 ◽  
Author(s):  
Tamer Abbas Awad ◽  
Yasmine Salah AlDin Dessouki
Keyword(s):  
Mobile Phone ◽  
Risk Perceptions ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Banking ◽  
Perceived Ease Of Use ◽  
Perceived Trust ◽  
Self Service ◽  
Roll Out ◽  
Significant Factors

Mobile phone Banking is the latest self-service banking innovation; which represents potential opportunities for both customers and banks. Though it emerged in the early 2000's, it is still in its infancy stage in Egypt. This study aimed to investigate the factors that affect customers' acceptance of mobile banking. The theoretical framework of this study is an extension of TAM and IDT. A sample of 461 bank customers participated in this study. The most significant factors which affected customer's adoption of mobile banking were; perceived compatibility, perceived usefulness, perceived ease of use, credibility, trust, risk, and cost, respectively. Moreover, it was found that ease of use influenced usefulness, while perceived trust affected risk perceptions. Marketers should emphasize on developing a positive customers' attitude towards M-banking, the ease of use of mobile banking which will enhance customer's perception of usefulness, and focus on communications that enhances customers' trust to decrease their perception of risk.

scholarly journals What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets

2017 ◽  
Vol 9 (2) ◽  
pp. 160 ◽  
Author(s):  
Vilasini De Silva ◽  
Jun Yan
Keyword(s):  
Literature Review ◽  
Emerging Markets ◽  
Mobile Phone ◽  
Perceived Control ◽  
Target Audience ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Mobile Advertising ◽  
Body Of Knowledge

Mobile phone heavily penetrates into the consumers’ eventful routine and assists their shopping immensely. Marketing managers confront the query of conveyance of effectual information about products quiet often. Realizing the key dynamics of attitudes and acceptance of m-ads is crucial in designing the customized marketing message. The article attempts to give an overview on determinants of consumers’ attitude and acceptance of m-ads from the existing body of knowledge. Trust and credibility is recognized as sender’s characteristic that should be maintained by managers. Informativeness, entertainment, perceived ease of use and incentives are grouped into m-ads characteristics that managers should pay much attention in designing the message. And, Managers should ponder the features of target audience as well in creating the message. i.e., perceived intrusiveness, perceived usefulness, personalization and perceived control. Therefore, article is expedient in both academia and industry in emerging markets in terms of discovering elements that shape consumers’ attitudes and acceptance of mobile advertising.

scholarly journals CHALLENGES IN EVALUATING THE LEARNING EXPERIENCE WITH NOVEL TECHNOLOGIES

2013 ◽  
Vol 51 (1) ◽  
pp. 5-6
Author(s):  
Costin Pribeanu
Keyword(s):  
Technology Acceptance ◽  
Quantitative Methods ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Added Value ◽  
Perceived Ease Of Use ◽  
Novel Technologies ◽  
Novel Technology ◽  
Target User ◽  
E Learning

The shift towards constructivism in e-learning creates new opportunities in the modern school and favors the introducing of novel technologies able to promote a learner-centered approach and increase the students’ motivation to learn. In general, novel technologies are expensive and the costs are not only related to the hardware and software platform. The implementation in the traditional school requires additional costs for maintenance, content development, and training. Therefore, the first key concern when evaluating such e-learning systems is to capture the added value brought in by the novel technology. The third key concern is the acceptability of a new system. The evaluation of technology acceptance requires a quantitative approach based on larger models that include several factors, such as: characteristics of the system, perceived ease of use, perceived usefulness, relevant social aspects, and perceived enjoyment. A problem is the target user: most studies in the e-learning domain are only based on students’ perception. This is mainly because quantitative methods require a minimum sample size which is easier to collect from students. However, the teachers’ opinions are also important as well as the opinion of managers which finally decide if it is worth to adopt a novel technology.

Mothers Intention to Use Mobile Phone Text Message Reminders for Routine Child Vaccination in Northwest, Ethiopia

2020 ◽  
Author(s):  
Zeleke Abebaw Mekonnen ◽  
Kassahun Alemu Gelaye ◽  
Martin C. Were ◽  
Binyam Tilahun
Keyword(s):  
Mobile Phone ◽  
Text Messaging ◽  
Text Message ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Outcome Variable ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Mobile Phone Use ◽  
Child Vaccination

Abstract Background: The immunization program in most developing countries including Ethiopia is challenged by lack of effective methods to track vaccination schedules. With the unprecedented penetration of mobile devices in developing world, mHealth applications are being leveraged for different disease domains. Among the different factors that affect the use of mHealth interventions is the intention of end users to use the system. In this research, we aimed to fill the evidence gap by investigating mother’s intention to use text-message reminders for vaccination in north-west, Ethiopia.Methods: A cross-sectional study was conducted among 460 mothers presenting with their infants for vaccination at a health facility from October 1 to 26, 2018. A systematic random sampling technique was applied to select study participants. Data were collected using validated instrument. Descriptive statistics were computed and binary logistic regression analyses was used to assess factors associated with the outcome variable. The regression results were reported as AORs with their 95% CIs. Results: Of 456 mothers included for analysis, 360 (78.9%) with 95% CI: (74.9% - 82.4%) of mothers have intention to use mobile phone text message reminders for vaccination. Of these, 270 (75%) also wanted to receive the reminders a day before the vaccination due date for the child. The preferred language for receiving reminders was Amharic language (58.1%). Mothers aged 35 years and above [AOR = 0.352; 95%CI: 0.149- 0.833], secondary education and above [AOR= 4.428; 95% CI: 2.046- 9.580], mobile phone use for more than two years [AOR= 3.627; 95%CI: 1.657-7.938], perceived usefulness [AOR: 6.372; 95%CI: 3.128-12.981] and perceived ease of use [AOR: 3.847; 95%CI: 2.061- 7.180] were predictors of intention to use mobile phone text message reminders for vaccination.Conclusion: Majority of mothers have intention to use mobile phone text message reminders for child vaccination. Mother’s age, education, duration of mobile phone use, perceived usefulness, and perceived ease of use were associated with intention of mothers to use mobile phone text message reminders for vaccination. Considering these predictors and user’s preference could inform the implementation strategy for use of the mHealth supported text messaging interventions in the resource limited setting of Ethiopia.

scholarly journals How to Increase the Participation of Customers to Location-Based Mobile Marketing: The Case of an Emerging Country Turkey

2016 ◽  
Vol 11 (5) ◽  
pp. 3001-3021
Author(s):  
Burak KIR ◽  
Ä°pek ALTINBAÅžAK FARÄ°NA
Keyword(s):  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Mobile Service ◽  
Willingness To Participate ◽  
Perceived Ease Of Use ◽  
Personal Innovativeness ◽  
Perceived Trust ◽  
Marketing Activities ◽  
Depth Interviews

Location-based service is a rapidly growing mobile service group in the mobile technology world. Upon their permissions, location information of consumers can be used to provide them with marketing-related messages and information. However, certain factors have to be considered in order to increase consumers’ willingness to participate in location-based marketing activities. In this article, those factors have been investigated in an merging country, namely Turkey.After a thorough literature review on mobile marketing, location-based mobile marketing and relevant areas topics discovered have been checked with mobile marketing professionals in Turkey through in-depth interviews. A model has been proposed covering factors that affect mobile marketing and a scale has been developed. Statistical analyses were performed using the data collected from 364 surveys. As a result, personal innovativeness, personalization, permission, perceived ease of use, mobile marketing experience, perceived usefulness and perceived trust have proven to have an effect on the intention of consumers to participate in location-based mobile marketing.

scholarly journals Mothers intention and preference to use mobile phone text message reminders for child vaccination in Northwest Ethiopia

2021 ◽  
Vol 28 (1) ◽  
pp. e100193
Author(s):  
Zeleke Abebaw Mekonnen ◽  
Kassahun Alemu Gelaye ◽  
Martin C. Were ◽  
Binyam Tilahun
Keyword(s):  
Mobile Phone ◽  
Text Message ◽  
Text Messages ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Outcome Variable ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Mobile Phone Use ◽  
Child Vaccination

ObjectivesWith the unprecedented penetration of mobile devices in the developing world, mHealth applications are being leveraged for different health domains. Among the different factors that affect the use of mHealth interventions is the intention and preference of end-users to use the system. This study aimed to assess mother’s intention and preference to use text message reminders for vaccination in Ethiopia.MethodsA cross-sectional study was conducted among 460 mothers selected through a systematic random sampling technique. Initially, descriptive statistics were computed. Binary logistic regression analysis was also used to assess factors associated with the outcome variable.ResultsIn this study, of the 456 mothers included for analysis, 360 (78.9%) of mothers have intention to use text message reminders for vaccination. Of these, 270 (75%) wanted to receive the reminders a day before the vaccination due date. Mothers aged 35 years or more (AOR=0.35; 95% CI: 0.15 to 0.83), secondary education and above (AOR=4.43; 95% CI: 2.05 to 9.58), duration of mobile phone use (AOR=3.63; 95% CI: 1.66 to 7.94), perceived usefulness (AOR=6.37; 95% CI: 3.13 to 12.98) and perceived ease of use (AOR=3.85; 95% CI: 2.06 to 7.18) were predictors of intention to use text messages for vaccination.ConclusionIn conclusion, majority of mothers have the intention to use text message reminders for child vaccination. Mother’s age, education, duration of mobile phone use, perceived usefulness and perceived ease of use were associated with intention of mothers to use text messages for vaccination. Considering these predictors and user’s preferences before developing and testing text message reminder systems is recommended.

scholarly journals The Effect of Perceived Usefulness and Perceived Ease of Use on the Technology Acceptance Model to Use Online Travel Agency

2020 ◽  
Vol 1 (5) ◽  
pp. 313-328
Author(s):  
Adi Wicaksono ◽  
Anita Maharani
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Quantitative Methods ◽  
Sampling Technique ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Travel Agency ◽  
Perceived Ease Of Use ◽  
Acceptance Model ◽  
Online Travel Agency

Perceived Usefulness (PU) and Perceived Ease of Use (PEU) are factors that can affecting Behavioural Intention (BI) in the Technology Acceptance Model (TAM). This study aims to determine the effect of PU and PEU on BI of PT XYZ users. This research is a non-experimental study using quantitative methods and a random sampling technique. Data were collected through a questionnaire and processed using Statistical Product and Service Solution (SPSS) with a version of 22.00. There were 80 participants in the research, divided into 58 participants who were PT XYZ users and 22 other participants who had never used PT XYZ. The results showed that there was a significant effect of PU and PEU on BI with a value of F = 95.483, R2 = 0.713, and p = 0.000 < 0.05. The contribution of PU and PEU to PEU was 71.3%. Then, partially PU contributed 62.4% and PEU contributed 68.9% to BI. Thus, it can be concluded that for PT XYZ users, the effect of PEU is greater than PU.

scholarly journals Influencing Factors on the Actual Usage of Mobile Phone Banking in the Shari'ah Banks: A Survey in Palembang City, Indonesia

2019 ◽  
Vol 7 (1) ◽  
pp. 001
Author(s):  
Chandra Zaki Maulana ◽  
Yuyus Suryana ◽  
Dwi Kartini ◽  
Erie Febrian
Keyword(s):  
Social Influence ◽  
Mobile Phone ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Primary Data ◽  
Mobile Banking ◽  
System Quality ◽  
Perceived Ease Of Use ◽  
Independent Variables ◽  
Actual Usage

This research was developed from a study conducted by Talukder, Quazi and Sathye in 2014 whom were tried to discover mobile phone banking usage behavior of banks customers in Canberra, Australia. A research model was set to find the relationship between independent and dependent variables. Independent variables consisted of five variables, namely, Perceived Usefulness (PU), Perceived Ease of Use (PEU), Trust (T), Social Influence (SI) and System Quality (SQ), whilst the dependent variable is Actual Usage (AU) of Mobile banking in the Shari’ah banks. Thus, making this research a multiple regression analysis. A survey was conducted by distributing questionnaires to gather primary data from 126 respondents of Shari’ah banks customers in Palembang City, South Sumatra Province, Indonesia. The findings show evidence that there are positive and significant relationship between all independent variables and the dependent variable. As such variable with the highest impact is PEU (30,3%) whilst the lowest is SI (18%) meaning that perceived ease of use amongst customers of Shari’ah banks in Palembang City gave the highest impact on their actual usage of mobile banking, compared to social influence, which is lower. Therefore, it is recommended that Shari’ah banks in this city should consider to put more attention in to providing their customers with a mobile banking application which is easy to use as well as keeping it up to date with the needs of the customers. As an implication to the providers, financial institutions can capitalize on the finding of this research to enhance the ease of use of their application on mobile banking.

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