The determinant factors influencing young consumers’ acceptance of mobile marketing in Malaysia

• Main Authors: Razli Che Razak, Mohammad Ismail
• Format: Non-Indexed Article
• Published: Academic Journals 2011
• Online Access: http://discol.umk.edu.my/id/eprint/7747/; http://www.academicjournals.org/AJBM/PDF/pdf2011/14Dec/Ismail%20and%20%20Razak.pdf

This paper examines the factors influencing the intention to use mobile marketing among young consumers in Malaysia. This study employed the decomposed theory of reasoned action as underpinning theory in explaining intention to use. The survey was conducted using self-administered questionnaire. A t...