Mobile marketing acceptance: Empirical evidences among undergraduates in Malaysia


Yeo, Sook Fern and Tan, Cheng Ling and Lim, Jia Qing (2016) Mobile marketing acceptance: Empirical evidences among undergraduates in Malaysia. Information, 19 (8(A)). pp. 3263-3269. ISSN 1343-4500

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The aim of this paper is to search and examine the following factors: perceived ease of use, perceived enjoyment, perceived usefulness, innovativeness and trust that influence mobile marketing acceptance among undergraduates in Malaysia. The study has covered 300 undergraduates from both the public and private higher educational institutions in Malaysia. Statistical Package for Social Science (SPSS Version 20.0) and Smart Partial least squares (SmartPLS version 3.0) were employed for the statistical analysis in this study. The findings revealed that all direct relationships hypothesized were significantly related to mobile marketing acceptance. This study also provided recommendations and insight for future research.

Item Type: Article
Uncontrolled Keywords: Perceived ease of use, Perceived usefulness, Innovativeness, Perceived enjoyment
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions: Faculty of Business (FOB)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 21 Nov 2017 09:37
Last Modified: 21 Nov 2017 09:37


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