کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017378 940299 2013 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance
چکیده انگلیسی

This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' attitudes and behaviors toward mobile marketing. The authors incorporate three individual-level characteristics, namely personal attachment, innovativeness, and risk avoidance and investigate how permission-based acceptance influences the relationship between consumers' attitude and mobile marketing activity. Focusing on Generation Y consumers, the model is empirically tested with data from U.S., China, and Europe. The findings illustrate several cross-market differences and similarities regarding the relationships between individual-level characteristics, attitude, and mobile marketing activity. Research and managerial implications of these findings are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 66, Issue 12, December 2013, Pages 2536–2544
نویسندگان
, , , ,