The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
This study was carried out to determine the relationships between attitudes, subjective norm on their intention to use mobile marketing. It is quantitative research with the use of random sampling method choose among polytechnic students. The result was analysed by the reliability analysis, factor a...
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| Format: | Thesis |
| Language: | en en |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/4080/1/s812387.pdf https://etd.uum.edu.my/4080/2/s812387_abstract.pdf https://etd.uum.edu.my/4080/ |
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| _version_ | 1833436246276308992 |
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| author | Nor Farhany, Ahmad |
| author_facet | Nor Farhany, Ahmad |
| author_sort | Nor Farhany, Ahmad |
| building | UUM Library |
| collection | Institutional Repository |
| content_provider | Universiti Utara Malaysia |
| content_source | UUM Electronic Theses |
| continent | Asia |
| country | Malaysia |
| description | This study was carried out to determine the relationships between attitudes, subjective norm on their intention to use mobile marketing. It is quantitative research with the use of random sampling method choose among polytechnic students. The result was analysed by the reliability analysis, factor analysis, Pearson coefficient correlation test and multiple regression analysis. Results of the research showed that attitude and subjective norm have a straight positive relationship with behavioural intention to use mobile marketing. However, when attitude and subjective norm influent by student experience, the relationship between attitude, subjective norm and behavioural intention become more significance. The suggested model can explain on the important factors determining the behavioural intention to use mobile marketing. |
| format | Thesis |
| id | my.uum.etd-4080 |
| institution | Universiti Utara Malaysia |
| language | en en |
| publishDate | 2014 |
| record_format | eprints |
| spelling | my.uum.etd-40802022-08-03T03:30:39Z https://etd.uum.edu.my/4080/ The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services Nor Farhany, Ahmad HF5001-6182 Business TK6570 Mobile Communication System. This study was carried out to determine the relationships between attitudes, subjective norm on their intention to use mobile marketing. It is quantitative research with the use of random sampling method choose among polytechnic students. The result was analysed by the reliability analysis, factor analysis, Pearson coefficient correlation test and multiple regression analysis. Results of the research showed that attitude and subjective norm have a straight positive relationship with behavioural intention to use mobile marketing. However, when attitude and subjective norm influent by student experience, the relationship between attitude, subjective norm and behavioural intention become more significance. The suggested model can explain on the important factors determining the behavioural intention to use mobile marketing. 2014 Thesis NonPeerReviewed text en https://etd.uum.edu.my/4080/1/s812387.pdf text en https://etd.uum.edu.my/4080/2/s812387_abstract.pdf Nor Farhany, Ahmad (2014) The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services. Masters thesis, Universiti Utara Malaysia. |
| spellingShingle | HF5001-6182 Business TK6570 Mobile Communication System. Nor Farhany, Ahmad The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| title | The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| title_full | The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| title_fullStr | The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| title_full_unstemmed | The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| title_short | The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| title_sort | relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services |
| topic | HF5001-6182 Business TK6570 Mobile Communication System. |
| url | https://etd.uum.edu.my/4080/1/s812387.pdf https://etd.uum.edu.my/4080/2/s812387_abstract.pdf https://etd.uum.edu.my/4080/ |
| url_provider | http://etd.uum.edu.my/ |