文章基本信息

标题：Third Screen Communication and the Adoption of Mobile Marketing: A Malaysia Perspective
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作者：Geoffrey Harvey Tanakinjal ; Kenneth R. Deans ; Brendan J. Gray 等
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2010
卷号：2
期号：1
页码：36
DOI：10.5539/ijms.v2n1p36
出版社：Canadian Center of Science and Education
摘要：This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk,
trustworthiness, and permissibility constructs to investigate what determines user intention to adopt mobile
marketing. The proposed model in this study was empirically tested using data collected from a survey of mobile
users. The structural equation modelling (SEM) technique was used to evaluate the causal model. 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.