- P-ISSN2287-1608
- E-ISSN2287-1616
- KCI
ISSN : 2287-1608
Consumer Perceptions and Intentions Towards Malaysian Mobile Marketing
Woo Kuan Yee (International University of Malaya-Wales (IUMW))
Mohd Haizam Mohd Saudi (International University of Malaya-Wales (IUMW))
Abstract
Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.
- keywords
- Mobile marketing, mobile marketing product and service, technology acceptance model, perceived usefulness, perceived ease of use, perceived cost, perceived trust, personal innovativeness, consumer intentions
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