Consumer Intention Toward Participation in Proximity Marketing

Hadeel B. Al-Haddad, Mohammad Hasan Galib and Fadi A. T. Herzallah
Additional contact information
Hadeel B. Al-Haddad: Yarmouk University, Jordan
Mohammad Hasan Galib: Tennessee State University, USA
Fadi A. T. Herzallah: Palestine Technical University, Kadoorie, Palestine

International Journal of E-Services and Mobile Applications (IJESMA), 2024, vol. 16, issue 1, 1-18

Abstract: This study investigates the factors affecting consumers' attitudes toward proximity marketing and their participation intention. An online survey was conducted in the USA to test the research hypotheses, and the data were collected through crowdsourcing via Amazon Mechanical Turk (MTurk). The collected data (n=301) were analyzed using the Partial Least Square-Structural Equation Modelling (PLS-SEM). The results revealed that consumers' privacy concerns, level of knowledge, perceived benefits, and trust have a significant positive effect on their attitude toward proximity marketing, and the results also verified that consumers' attitude has a significant positive effect on their intention to participate in proximity marketing. This study is a pioneering work as it is one of the few research papers examining consumers' intention to participate in proximity marketing by measuring the effect of several variables that were not investigated adequately in the proximity marketing context.

Date: 2024
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJESMA.344455 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:16:y:2024:i:1:p:1-18

Access Statistics for this article

International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

More articles in International Journal of E-Services and Mobile Applications (IJESMA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().