A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

Hadeel Bahjat Al-Haddad and Mohammad Hasan Galib
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Hadeel Bahjat Al-Haddad: Yarmouk University, Jordan
Mohammad Hasan Galib: Alliant International University, USA

International Journal of Online Marketing (IJOM), 2020, vol. 10, issue 3, 62-89

Abstract: This study investigates the factors that affect consumers' intentions to adopt mobile marketing and compare these factors between the USA and Jordan in the light of Hofstede's cultural dimensions. The collected data (n=250) were subject to statistical analysis including exploratory factor analysis, multiple regression, and Mann Whitney U test. The results showed that trust, observability and subjective norm, and relative advantage are the main factors affecting consumers' intentions to adopt mobile marketing, and trust had the strongest effect among the factors. Complexity had a positive significant effect only on Americans' intentions to adopt mobile marketing. The intention to adopt mobile marketing was higher in Jordan than that of the USA. The findings of this study provided several theoretical and practical implications and shed light on some factors that marketers may consider in developing their mobile marketing strategies. The study revealed that culture plays a significant role in peoples' technology adoption intentions.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:10:y:2020:i:3:p:62-89

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