Title: Mobile marketing in the 21st century: a partial least squares structural equation modelling approach

Authors: Vic-Qi Pan; Pai-Qin Chew; Amy Shun-Gui Cheah; Choy-Har Wong; Garry Wei-Han Tan

Addresses: YToday Sdn Bhd, C-16-05, Kompleks Rimbun Scott (The Scott Garden), 289 Jalan Klang Lama, 58100 Kuala Lumpur, Malaysia ' Crystal Edge Sdn Bhd, D3-U6-10, Solaris Dutamas, No.1, Jalan Dutamas 1, 50480 Kuala Lumpur, Malaysia ' Q-Value Add Sdn Bhd, 46-10-12, Jalan Besi Greenlane Height, 11600 Penang, Malaysia ' Wawasan Open University, 80 Persiaran Green Hill, 30450 Ipoh, Perak, Malaysia ' Asia e University, Dataran Kewangan Darul Takaful, No 4, Jalan Sultan Sulaiman, 50000 Kuala Lumpur, Malaysia

Abstract: Mobile marketing (m-marketing) adoption has not been a preferred selection among consumers although the benefits are tremendous. As the cost of implementing the system can be expensive the study explores on the factors that influence the decision of consumers to adopt m-marketing. Using technology acceptance model (TAM), the framework was extended with social influence (SI), personal innovativeness in information technology (PIIT) and perceived enjoyment (PE). The data was collected from 108 users using self-administered questionnaire and subsequently tested using SmartPLS. Only PIIT is a non-significant construct based on the investigation. The findings bring significant benefits to marketers who wish to integrate m-marketing in their advertising budget. In addition, the study provides unprecedented methods in reaching to mobile consumers.

Keywords: mobile marketing; m-marketing; technology acceptance model; TAM; SmartPLS; perceived enjoyment; social influence; personal innovativeness; information technology; PIIT; Malaysia; partial least squares; PLS; structural equation modelling; SEM.

DOI: 10.1504/IJMOM.2015.072669

International Journal of Modelling in Operations Management, 2015 Vol.5 No.2, pp.83 - 99

Received: 19 Feb 2015
Accepted: 31 Mar 2015

Published online: 23 Oct 2015 *

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