지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 아시아기술혁신학회 Asian Journal of Innovation and Policy Asian Journal of Innovation and Policy 제7권 제2호
- 발행연도
- 2018.1
- 수록면
- 338 - 363 (26page)
이용수
초록· 키워드
오류제보하기
Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.
목차
등록된 정보가 없습니다.
참고문헌 (65)
참고문헌 신청
Anil, S. / 2003 / Overcoming barriers to the successful adoption of mobile commerce in Singapore / International Journal of Mobile Communications 1:191~231
Ajzen, I. / 2002 / Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior / Journal of Applied Social Psychology 32:665~683
Ajzen, I. / 2008 / Scaling and testing multiplicative combinations in the expectancy-value model of attitudes / Journal of Applied Social Psychology 38(9):2222~2247
Aw, W.Y. / 2009 / International Journal of Economics and Management 3(1):37~49
Bauer, H. / 2005 / Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study / Journal of Electronic Commerce and Research 6(3):181~192
Ajzen, I. / 2002 / Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior / Journal of Applied Social Psychology 32:665~683
Ajzen, I. / 2008 / Scaling and testing multiplicative combinations in the expectancy-value model of attitudes / Journal of Applied Social Psychology 38(9):2222~2247
Aw, W.Y. / 2009 / International Journal of Economics and Management 3(1):37~49
Bauer, H. / 2005 / Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study / Journal of Electronic Commerce and Research 6(3):181~192
함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
The Influence of City Brand Image on Consumers" Travel Intention -Convergence research based on Perceived Value Theory-
한국과학예술융합학회
2022 .09
-
The Compounding Impact of Gamification Design on Online Consumers" Perceived Value and Continuous Use Intention
한국과학예술융합학회
2022 .12
-
Exploring Consumers' Repurchase Intentions on Fresh Food E-Commerce Platforms through the Integration of Value-Based Adoption and IS Success Models
비즈니스융복합연구
2024 .10
-
Effects of Perceived Interactions of Digital Transformed Services on Intention to Accept Technology
디지털융복합연구
2021 .11
-
인공지능(AI) 스피커 이용의향에 영향을 미치는 요인 연구: 확장된 기술수용 모델(E-TAM)을 중심으로
융복합지식학회논문지
2020 .12
-
The Effects of Perceived Risk of Radioactive Contamination on Consumer Purchase Intentions in Japan’s Food Market
비즈니스융복합연구
2020 .02
-
The influence of innovative packaging on consumers" purchase intention -Convergence research based on the perceived quality theory-
한국과학예술융합학회
2022 .09
-
The Discomfort Dilemma: How Pro-environmental Consumption Affects Consumer Trust in Green Social Media Marketing and Engagement Intentions
아시아태평양융합연구교류논문지
2024 .08
-
Research on the Intention to Use and Influential Factors of Mixed Reality Software in Art Education
한국과학예술융합학회
2023 .06
-
빅데이터 활용 요인이 구전의도에 미치는 영향 연구
비즈니스융복합연구
2025 .02
-
기술수용모형을 적용한 소비자 특성과 수용의도의 관계모형 검증: 무인 피트니스 센터 이용을 중심으로
아시아태평양융합연구교류논문지
2023 .02
-
키오스크 서비스의 추천의도에 영향을 미치는 신념변수에 관한 실증적 분석
디지털융복합연구
2019 .01
-
Effects of Perceived Quality on Consumers’ Intention to Use O2O Services: Focusing on Technology Acceptance Model Perspective
한국콘텐츠학회논문지
2022 .09
-
후쿠시마 오염수 방류 사건에 대한 한·중 소비자의 일본제품 불매운동 참여 의도에 관한 연구
비즈니스융복합연구
2024 .12
-
Consumer Innovativeness and Intention to Use AI Coaching Services in Screen Golf: Application of the Technology Acceptance Model (TAM)
한국콘텐츠학회 ICCC 논문집
2024 .12
-
모바일 서비스에서 브랜드 확장이 모 브랜드에 미치는 영향
한국콘텐츠학회논문지
2015 .01
-
A Study on the Diffusion of Mobile Payment Usage in China : Focusing on the Use Diffusion Model
아시아태평양융합연구교류논문지
2021 .09
-
소비자 분쟁처리시스템 지속사용의도에 대하여 IT기업과 비IT기업 간의 차이분석에 관한 연구-한국 중소기업을 중심으로
디지털융복합연구
2017 .01
-
The Effect of Familiarity and Brand Attitude of Mobile Character Products on Consumers' Purchasing Behavior - Focusing on Kakao Friends Characters -
아시아태평양융합연구교류논문지
2018 .01
-
항공사 기술기반 셀프서비스(TBSS) 특성이 고객행동의도에 미치는 영향:소비자 태도를 매개효과로
한국콘텐츠학회논문지
2024 .06
이 논문의 저자 정보
최근 본 자료
댓글(0)
0