Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China

Abstract

The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross‐market similarities and differences related to consumers' attitudes toward mobile marketing. © 2012 Wiley Periodicals, Inc.

The effects of trust transference, mobile attributes and enjoyment on mobile trust

“…It is possible that mobile devices may now be so familiar to consumers that they are perceived as useful no matter their application, but perhaps their specific use as a commercial transaction platform is still surrounded by uncertainty, thus making ease of use, but not usefulness, a relevant antecedent to trust. The direct positive effect of ease of use on usefulness is consistent with effects seen by other studies (C. Kim et al, 2010;Gao et al, 2012) and reinforces notions that fast and simple operations increase consumers' perception of a technology's usefulness.…”

“…88-108, Jan./Mar. 2015 www.anpad.org.br/bar perception that a mobile transaction is easy and uncomplicated would increase perceptions of benefits regarding mobile commerce and improve attitude towards it (Davis, 1989;Gao et al, 2012). Based on this, our study proposes that perceived ease-of-use will also be a predictor of perceived usefulness.…”

“…What's more, in face of technological and interactive constraints, such as small keyboards, small screens, limited time spans, and multitasking, the use of mobile devices can be both mentally and physically strenuous (Gao, Rohm, Sultan, & Huang, 2012;J. Zhang & Mao, 2008).…”

Predictors of Attitudinal Outcomes in Mobile Advertising in Sri Lanka: An Emerging Market

“…The current study accounts for gender differences in attitudes of Sri Lankan consumers towards mobile advertising. Previous researches in advanced markets revealed that gender account for attitudes toward mobile advertising (Leppaniemi & Karjaluoto, 2008;Haste, 2005;Nittala, 2014;Gao et al, 2012;Haverila, 2011). The present outcome is only parallel to findings of Gao et al (2010).…”

Attitudes and Sensory Perceptions of Food Consumers towards Technological Innovation in Mexico: A Case-Study on Rice-Based Dessert

“…In this sense, some research indicates that the innovative tendency of the consumer (innovativeness) is a consistent predictor of the adoption of innovations [42][43][44], reflecting a predisposition to learn and adopt innovations (new products) within a Domain-Specific Innovativeness DSI [42], in such a way that innovative consumers have a greater propensity for consumption than the conservatives [45].…”