Building a model for determining the factors affecting mobile marketing acceptance and adoption

العناوين الأخرى

بناء أنموذج لتحديد العوامل المؤثرة على قبول و تبني الهاتف النقال في التسويق

مقدم أطروحة جامعية

Shutar, Amir Muhammad Ali

مشرف أطروحة جامعية

al-Shaykh Salim, Fuad Abd al-Wahhab

أعضاء اللجنة

Miqdadi, Yunus Abd al-Aziz
Abu Nabi, Abd al-Aziz
al-Haddad, Shafiq

الجامعة

جامعة عمان العربية

الكلية

كلية الأعمال

القسم الأكاديمي

قسم التسويق

دولة الجامعة

الأردن

الدرجة العلمية

دكتوراه

تاريخ الدرجة العلمية

2012

الملخص الإنجليزي

-The research objectives are: (1) to develop a conceptual model of mobile marketing acceptance and adoption and empirically test it in the Jordanian market; (2) to examine the factors that affect mobile marketing acceptance (MMA) and adoption (MMD) in the Jordanian market; (3) to reveal the most influential factors that affect mobile marketing acceptance and adoption in the Jordanian market; (4) to examine if the relationship between factors affecting mobile marketing acceptance and mobile marketing adoption is mediated by mobile marketing acceptance; (5) to examine if there are significant difference in mobile marketing acceptance and adoption in the Jordanian market due to customers demographics; and (6) to provide decision makers in Jordan’s retailing business environment with empirical insights regarding the factors that affect the Jordanian customer’s mobile marketing acceptance and adoption patterns.

This would help retail businesses in Jordan in designing their mobile marketing strategies using this new marketing tool.

Based on mobile marketing acceptance and adoption literature review, a model was developed in which a number of MMA factors (perceived ease of use, perceived usefulness, social norms, entertainment, credibility, content, customization, and privacy) were identified as well as mobile marketing acceptance and adoption.

The research methodology and design have utilized a quantitative approach in which a structured questionnaire was developed as a primary data collection method.

The questionnaire parts covered all the research model variables as well as a small section covering the respondents’ characteristics.

The research population was all mobile subscribers who have active mobile lines in the Jordanian market by the end of 2010.

The sample size was 2000 mobile subscribers.

The response rate was 73.5%; 1470 questionnaires were returned for analysis.

The valid number of questionnaires used was 1330 from the returned questionnaires.

The response rate that was relatively high is due to data collection approach which used personnel delivery that usually achieves a high response rate.

The data analysis strategy has used quantitative statistical analysis using descriptive and statistical analyses.

Social Package for Social Sciences (SPSS-19) and Structural Equation Modeling (EQS6) software packages were utilized in the analysis strategy to achieve the research objectives.

Descriptive statistics, composite reliability, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), and one Structural Equation Model (SEM) were utilized to reveal the research variables and test the research model and hypotheses.

EFA and CFA analyses revealed that factors of mobile marketing acceptance were eight variables, two mobile marketing mobile marketing acceptance dimensions, and mobile marketing adoption was one.

The research empirical findings indicate that mobile marketing is practiced by customers but this practice is relatively weak; the mean scores for content (3.29), credibility (2.31), customization (2.13), social norms (2.12) and privacy (3.12) are less than 3.5 out of 5, except the perceived ease of use (3.54), entertainment (3.59) and mobile marketing adoption (3.62).

The strongest two factors being practiced are perceived usefulness (4.03) and mobile marketing acceptance (4.3).

The SEM results show that the research hypotheses H01-H07 were rejected and hypotheses Ha1-Ha7 were accepted.

The findings also indicate that H08, H09 and H010 were accepted due to weak relationships between the variables.

The results show that perceived ease of use, social norms, content and customization have a negative and significant effect on mobile marketing acceptance.

Meanwhile, perceived usefulness, entertainment and credibility have a positive and significant effect on mobile marketing acceptance.

Also, privacy has a non-significant effect on mobile marketing acceptance but its effect is positive.

Further, mobile marketing acceptance has no mediation effect on the relationship between factors affecting mobile marketing acceptance and mobile marketing adoption.

Mobile marketing acceptance has a non-significant positive effect on mobile marketing adoption.

ANOVA results indicate that type of customer subscription is the only factor among the customers’ demographic factors that have a significant difference in mobile marketing acceptance.

ANOVA results indicate that type of customer subscription and customer gender are the only two factors among the customers’ demographic factors that have a significant difference in mobile marketing adoption.

The empirical findings show that the strongest negative effects on mobile marketing acceptance have come from perceived ease of use, content, customization, and social norms, respectively.

The strongest positive effects of factors affecting mobile marketing acceptance have come from perceived usefulness, credibility and entertainment.

Based on theoretical and empirical findings, the implications for marketing managers are: (1) companies planning to have successful marketing transactions over the mobile device may have significant improvements on almost all the variables included in the research model.

The strongest factor of mobile marketing acceptance for customers’ are perceived benefits that are at the heart of the marketing concept.

Customers would not be interested in mobile marketing practices unless they gain reasonable benefits; (2) companies may invest huge efforts to improve perceived ease of use, content, customization, and social norms, respectively, encourage and develop the concept of mobile marketing acceptance in the Jordanian market; (3) companies may focus and keep focusing on perceived usefulness, credibility, and entertainment, respectively, since the higher perceived usefulness, credibility, and entertainment the higher potential of marketing acceptance in Jordan; and (4) customers’ demographics and characteristics have a role to play in both mobile marketing acceptance and adoption.

This indicates that companies may identify the most important customers’ characteristics that affect mobile marketing acceptance and adoption.

التخصصات الرئيسية

التسويق

الموضوعات

• التليماتيك
• التسويق عبر الهاتف

عدد الصفحات

203

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-533470