Factors Influencing Consumers’ Acceptance of Mobile Marketing: An Empirical Study of the Chinese Youth Market
نویسنده
چکیده
The purpose of this paper is to examine factors affecting consumers’ acceptance of mobile marketing in China. The author draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors and marketing-related and valuebased mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers. The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.
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Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets
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