Predictive modelling of mobile marketing usage among generation Y: a preliminary survey
This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual u...
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| Main Authors: | , , , , , |
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| Format: | Non-Indexed Article |
| Published: |
2016
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| Online Access: | http://discol.umk.edu.my/id/eprint/8362/ http://online-journals.org/index.php/i-jim/article/view/5545 |
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| Summary: | This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual usage. This study utilizes self-administered survey questionnaires by using 115 students from University Malaysia Kelantan. Overall, the results provides verification of a positive relationship between the constructs of attitude, subjective norm, perceived behavioural control and perceived risk on intention to use mobile marketing services. |
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