Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance

Tao Tony Gao, Andrew J. Rohm, Fareena Sultan and Margherita Pagani ()
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Tao Tony Gao: UVIC - University of Victoria [Canada]
Andrew J. Rohm: LMU - Loyola Marymount University
Fareena Sultan: Northeastern University [Boston]
Margherita Pagani: Bocconi University [Milan, Italy]

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Abstract: This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' attitudes and behaviors toward mobile marketing. The authors incorporate three individual-level characteristics, namely personal attachment, innovativeness, and risk avoidance and investigate how permission-based acceptance influences the relationship between consumers' attitude andmobilemarketing activity. Focusing on Generation Y consumers, the model is empirically tested with data from U.S., China, and Europe. The findings illustrate several cross-market differences and similarities regarding the relationships between individual-level characteristics, attitude, andmobile marketing activity. Research andmanagerial implications of these findings are discussed.

Keywords: Global marketing; Mobile marketing; Consumer acceptance of new marketing platforms; Innovation diffusion; Branding; Wireless communications; Youth consumers (search for similar items in EconPapers)
Date: 2013-12-01
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Citations: View citations in EconPapers (30)

Published in Journal of Business Research, 2013, 66 (12), 2536-2544 p. ⟨10.1016/j.jbusres.2013.05.046⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02313086

DOI: 10.1016/j.jbusres.2013.05.046

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