Determinants and Their Measurements of Mobile Marketing Performance

DOI

10.2991/icetms.2013.286How to use a DOI?

Keywords

mobile marketing; performance; determinant; measurement

Abstract

Practice shows that many enterprises could not achieve remarkable performance in mobile marketing mainly because consumers' intention to accept it is very low. According to the literature research, the article considered consumer intention to accept mobile marketing as a measurement indicator of mobile marketing performance. Then the article explored the determinants of consumer’s intention to accept mobile marketing and built a conceptual model. The model included five determinants: technology, consumer innovativeness, personalization, permission and entertainment; two mediators: perceived ease of use and perceived usefulness; one outcome variable: intention. The article constructed the measurements of those variables and used SPSS software to carry out the reliability analysis and the exploratory factor analysis. Finally, the article confirmed the measurements of variables which would be applied in future research.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Junhong He
AU  - Zan Mo
PY  - 2013/06
DA  - 2013/06
TI  - Determinants and Their Measurements of Mobile Marketing Performance
BT  - Proceedings of the 2013 Conference on Education Technology and Management Science (ICETMS 2013)
PB  - Atlantis Press
SP  - 1053
EP  - 1057
SN  - 1951-6851
UR  - https://doi.org/10.2991/icetms.2013.286
DO  - 10.2991/icetms.2013.286
ID  - He2013/06
ER  -