Title: Consumers' attitudes towards and intention to participate in mobile marketing

Authors: Heikki Karjaluoto, Terhi Alatalo

Addresses: Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, P.O. Box 4600, FIN-90014, Finland. ' Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, P.O. Box 4600, FIN-90014, Finland

Abstract: The study investigates factors that affect consumer attitudes towards mobile marketing by developing a conceptual model that is tested with a sample of 4,062 consumers. The results show that context, credibility and subjective norm are positively related to intention to participate in mobile marketing whereas perceived behavioral control and financial rewards were not associated with intention. The results give insights into consumer perceptions of mobile marketing and open several avenues for further research in this emerging topic.

Keywords: mobile marketing; mobile messaging systems; theory of planned behaviour; TPB; theory of reasoned action; TRA; consumer attitudes; intention; behaviour; Finland.

DOI: 10.1504/IJSTM.2007.012866

International Journal of Services Technology and Management, 2007 Vol.8 No.2/3, pp.155 - 173

Available online: 19 Mar 2007 *

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