The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia.
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Universiti Malaysia Perlis (UniMAP)
2011
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my.unimap-115462011-04-09T08:22:57Z The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework Mohammad, Ismail Razli, Che Razak, Assoc. Prof. Dr. Adam, Mat mobisma@yahoo.com raz1152@uum.edu.my adammat@salam.uitm.edu.my International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Mobile marketing acceptance Attitude Theory of reasoned action Behavioural intention The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia. The tremendously increased in mobile phone users and penetration rate has made mobile marketing getting popular among marketers but the consumers’ acceptance of mobile marketing is still remain unexplained. This paper proposes to study factors influencing consumers’ intention to use mobile marketing. In order to accomplish this objective, this study utilizes the theory of reasoned action as a foundation in developing the theoretical model. The aim of this paper is to explore the use of TRA in explaining the role of attitude towards behavioural intention to use mobile marketing. This study has proposed to decomposed theory of reasoned action by decomposing attitudinal beliefs. Constructs affecting the attitude and consumers’ intention are discussed and relevant propositions are made. The proposed model can sheds light on the importance of attitude in determining the behavioural intention to use mobile marketing and will aid managers understand the effect of attitude and in identifying the specific antecedents of attitude that may influence consumers’ acceptance of mobile marketing. 2011-04-09T08:22:56Z 2011-04-09T08:22:56Z 2010-11-12 Working Paper http://hdl.handle.net/123456789/11546 en Proceedings of the International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Universiti Malaysia Perlis (UniMAP) Centre for Communication Skills and Entrepreneurship |
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International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Mobile marketing acceptance Attitude Theory of reasoned action Behavioural intention |
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International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Mobile marketing acceptance Attitude Theory of reasoned action Behavioural intention Mohammad, Ismail Razli, Che Razak, Assoc. Prof. Dr. Adam, Mat The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework |
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The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia. |
author2 |
mobisma@yahoo.com |
author_facet |
mobisma@yahoo.com Mohammad, Ismail Razli, Che Razak, Assoc. Prof. Dr. Adam, Mat |
format |
Working Paper |
author |
Mohammad, Ismail Razli, Che Razak, Assoc. Prof. Dr. Adam, Mat |
author_sort |
Mohammad, Ismail |
title |
The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework |
title_short |
The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework |
title_full |
The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework |
title_fullStr |
The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework |
title_full_unstemmed |
The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework |
title_sort |
effect of attitude on mobile marketing acceptance in malaysia: a conceptual framework |
publisher |
Universiti Malaysia Perlis (UniMAP) |
publishDate |
2011 |
url |
http://dspace.unimap.edu.my/xmlui/handle/123456789/11546 |
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1643790195552681984 |
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13.18916 |