Determinants and Their Measurements of Mobile Marketing Performance

Abstract

Abstract-Practice shows that many enterprises could not achieve remarkable performance in mobile marketing mainly because consumers' intention to accept it is very low. According to the literature research, the article considered consumer intention to accept mobile marketing as a measurement indicator of mobile marketing performance. Then the article explored the determinants of consumer's intention to accept mobile marketing and built a conceptual model. The model included five determinants: technology, consumer innovativeness, personalization, permission and entertainment; two mediators: perceived ease of use and perceived usefulness; one outcome variable: intention. The article constructed the measurements of those variables and used SPSS software to carry out the reliability analysis and the exploratory factor analysis. Finally, the article confirmed the measurements of variables which would be applied in future research.