Intention to Adopt Mobile Marketing: An Exploratory Study in Labuan, Malaysia
|Geoffrey Harvey Tanakinjal Universiti Malaysia Sabah, Malaysia
Kenneth R. Deans University of Otago, New Zealand
Brendan J. Gray University of Otago, New Zealand
The proposed model in this study was empirically tested using data collected from a survey of mobile users. The research findings suggested that relative advantage of mobile marketing is the strongest influence in building consumers’ intention decision to adopt mobile marketing. All other constructs were statistically significant in influencing behavioural intent to adopt mobile marketing. This study’s findings support Rogers’ (2003) perceived characteristics of innovation attributes that form a favourable or unfavourable attitude toward the innovation.
Keywords: Innovation diffusion theory, Perceived risk, Trustworthiness, Permissibility, Mobile marketing services
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