Malaysian purchase intention in mobile marketing

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. T...

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Main Author:	Lawania, Kannairam
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7006/1/s818859_01.pdf https://etd.uum.edu.my/7006/2/s818859_02.pdf
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id	my-uum-etd.7006
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ahmad, Norzieiriani
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Lawania, Kannairam Malaysian purchase intention in mobile marketing
description	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.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Lawania, Kannairam
author_facet	Lawania, Kannairam
author_sort	Lawania, Kannairam
title	Malaysian purchase intention in mobile marketing
title_short	Malaysian purchase intention in mobile marketing
title_full	Malaysian purchase intention in mobile marketing
title_fullStr	Malaysian purchase intention in mobile marketing
title_full_unstemmed	Malaysian purchase intention in mobile marketing
title_sort	malaysian purchase intention in mobile marketing
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2017
url	https://etd.uum.edu.my/7006/1/s818859_01.pdf https://etd.uum.edu.my/7006/2/s818859_02.pdf
_version_	1747828145349722112
spelling	my-uum-etd.70062021-05-10T00:52:46Z Malaysian purchase intention in mobile marketing 2017 Lawania, Kannairam Ahmad, Norzieiriani Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. 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. 2017 Thesis https://etd.uum.edu.my/7006/ https://etd.uum.edu.my/7006/1/s818859_01.pdf text eng public https://etd.uum.edu.my/7006/2/s818859_02.pdf text eng public other masters Universiti Utara Malaysia A.Jeyaraj, J.W. Rottman, M. C. 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Malaysian purchase intention in mobile marketing

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