Malaysian purchase intention in mobile marketing

• Main Author: Lawania, Kannairam
• Format: Thesis
• Language: English; English
• Published: 2017
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: http://etd.uum.edu.my/7006/

As of now, the world is witnessing exponential advancements in information and communication technology and this advancement has increased the number of people using mobile devices engaging with mobile marketing. The number of mobile services involving commerce activities is increasing day by day. This research aims to investigate the factors that predict Malaysian purchase intention through mobile marketing. This work extends the traditional technology acceptance model (TAM) with perceived ease of use, perceived usefulness including additional variables such as social influence and perceived trust towards Malaysia consumers' intention to use mobile marketing. A total of 400 questionnaires were distributed to people in Malaysia and 369 completed questionnaires were to test the hypotheses listed in this research. This study has demonstrated that there is a relationship between factors as perceived ease of use, perceived usefulness, social influence and perceived trust towards Malaysia consumers' intention to use mobile marketing. It depicts that social influence have a strong impact on Malaysian purchase intention in mobile marketing followed by perceived trust, perceived ease of use and lastly perceived usefulness. The findings from this study offer several implications for the marketer to learn consumers' attitude and concerns towards mobile marketing.