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The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework

The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia.

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Bibliographic Details
Main Authors: Mohammad, Ismail, Razli, Che Razak, Assoc. Prof. Dr., Adam, Mat
Other Authors: mobisma@yahoo.com
Format: Working Paper
Language:English
Published: Universiti Malaysia Perlis (UniMAP) 2011
Subjects:
International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010)
Mobile marketing acceptance
Attitude
Theory of reasoned action
Behavioural intention
Online Access:http://dspace.unimap.edu.my/xmlui/handle/123456789/11546
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spelling my.unimap-115462011-04-09T08:22:57Z The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework Mohammad, Ismail Razli, Che Razak, Assoc. Prof. Dr. Adam, Mat mobisma@yahoo.com raz1152@uum.edu.my adammat@salam.uitm.edu.my International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Mobile marketing acceptance Attitude Theory of reasoned action Behavioural intention The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia. The tremendously increased in mobile phone users and penetration rate has made mobile marketing getting popular among marketers but the consumers’ acceptance of mobile marketing is still remain unexplained. This paper proposes to study factors influencing consumers’ intention to use mobile marketing. In order to accomplish this objective, this study utilizes the theory of reasoned action as a foundation in developing the theoretical model. The aim of this paper is to explore the use of TRA in explaining the role of attitude towards behavioural intention to use mobile marketing. This study has proposed to decomposed theory of reasoned action by decomposing attitudinal beliefs. Constructs affecting the attitude and consumers’ intention are discussed and relevant propositions are made. The proposed model can sheds light on the importance of attitude in determining the behavioural intention to use mobile marketing and will aid managers understand the effect of attitude and in identifying the specific antecedents of attitude that may influence consumers’ acceptance of mobile marketing. 2011-04-09T08:22:56Z 2011-04-09T08:22:56Z 2010-11-12 Working Paper http://hdl.handle.net/123456789/11546 en Proceedings of the International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) Universiti Malaysia Perlis (UniMAP) Centre for Communication Skills and Entrepreneurship
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010)
Mobile marketing acceptance
Attitude
Theory of reasoned action
Behavioural intention
spellingShingle International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010)
Mobile marketing acceptance
Attitude
Theory of reasoned action
Behavioural intention
Mohammad, Ismail
Razli, Che Razak, Assoc. Prof. Dr.
Adam, Mat
The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
description The 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia.
author2 mobisma@yahoo.com
author_facet mobisma@yahoo.com
Mohammad, Ismail
Razli, Che Razak, Assoc. Prof. Dr.
Adam, Mat
format Working Paper
author Mohammad, Ismail
Razli, Che Razak, Assoc. Prof. Dr.
Adam, Mat
author_sort Mohammad, Ismail
title The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
title_short The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
title_full The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
title_fullStr The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
title_full_unstemmed The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework
title_sort effect of attitude on mobile marketing acceptance in malaysia: a conceptual framework
publisher Universiti Malaysia Perlis (UniMAP)
publishDate 2011
url http://dspace.unimap.edu.my/xmlui/handle/123456789/11546
_version_ 1643790195552681984
score 13.222552

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