An Empirical Research on Factors Affecting Mobile User’s Attitude towards Mobile Marketing in India
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
India is having a high growth rate of Mobile subscriberswhich has opened up a new marketing channel ofcommunication with customers. There is a need to studythe factors affecting Mobile user’s attitude towards Mobilemarketing and the relationship between these factors. Tostudy the mobile users attitude towards mobile marketing489 mobile users opinion is taken on 12 statements for aperiod of 5 months. Using factor analysis method these 12statements are grouped into 5 groups they are Mobile advertisement,Mobile Usability, Mobile Promotions, Mobilesshopping and Mobile Marketing. Confirmatory FactorAnalysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis andthe validity of the model. Once the model was validated,SPSS Amos 18.0 was used to fit a model based on StructureEquation Model to analyze the factors affecting Mobileuser’s attitude and the relationship between these factors. The present study revealed that Mobile Advertisement andMobile Sales Promotion are having positive effect onMobile Marketing where as Mobile Shopping and MobilePhone Usability is having negative effect on MobileMarketing. The impact of indicators like Mobile Phoneuser’s permission and personalization of Mobile Phonecommunication on Mobile Marketing are also discussed inthis article.
Abstract
India is having a high growth rate of Mobile subscriberswhich has opened up a new marketing channel ofcommunication with customers. There is a need to studythe factors affecting Mobile user’s attitude towards Mobilemarketing and the relationship between these factors. Tostudy the mobile users attitude towards mobile marketing489 mobile users opinion is taken on 12 statements for aperiod of 5 months. Using factor analysis method these 12statements are grouped into 5 groups they are Mobile advertisement,Mobile Usability, Mobile Promotions, Mobilesshopping and Mobile Marketing. Confirmatory FactorAnalysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis andthe validity of the model. Once the model was validated,SPSS Amos 18.0 was used to fit a model based on StructureEquation Model to analyze the factors affecting Mobileuser’s attitude and the relationship between these factors. The present study revealed that Mobile Advertisement andMobile Sales Promotion are having positive effect onMobile Marketing where as Mobile Shopping and MobilePhone Usability is having negative effect on MobileMarketing. The impact of indicators like Mobile Phoneuser’s permission and personalization of Mobile Phonecommunication on Mobile Marketing are also discussed inthis article.
참고문헌 (22)
- Ahire, S. L., "Development and Validation of TQM Implementation Constructs", Decision Sciences, 27(1), pp.23~56 (1996)
- Bentler, P. M., "Multivariate analysis with latent variables : Causal modeling", Annual Review of Psychology, 31, pp.419~456 (1980)
- Bentler, P. M., "Significance tests and goodness of fit in the analysis of Covariance structures", Psychological Bulletin, 88, pp.588~606 (1980)
- Bollen, K. A., "Sample size and Bentler and Bonett’s non-normed fit index", Psychometrika, 51, pp.375~377 (1989)
- Carol, A., "Mobile users perception and attitudes towards SMS advertising : Recent evidence from New Zealand", International Journal of Advertising, 26(1), pp.79~98 (2007)
- Cronbach, L. J., "Coefficient Alpha and the Internal Structures of Tests", Psychometrika, 16(3), pp.297~333 (1951)
- Chen, F. F., "Testing measurement invariance of second order factor models", Structural Equation Modeling, 12(3), pp.471~492 (2005)
- Ducoffe, R. H., "Advertising value and advertising on the web", Journal of Advertising Research, 36(5), pp.21~35 (1996)
- Li, H., "Parameters of Mobile advertising : A field experiment", International Journal of Mobile Marketing, 2(1), pp.6~11 (2007)
- Mckenzie S. B., "An empirical examination of the structural antecedents of attitude towards the ad in an advertising pretesting context", Journal of Marketing, 53, pp.48~65 (1989)
- Mehta, A., "When attitudes towards advertising in general influence advertising success", Proceeding of Conference of American Academy of Advertising, pp.190~196 (1995)
- Nunnally, J C, "Psychometric Theory" (1978), McGraw-Hill
- Okozaki, S,, "How Mobile advertising works: The role of trust in improving attitudes and recall", Journal of Advertising Research, 47(2), pp.165~178 (2007)
- Shimp, T. A., "The Theory of Reasoned Action Applied to Coupon Usage", Journal of Mobile users Research, 11(3), pp.795~809 (1984)
- Schreiber, J. B., "Reporting structural equation modeling and confirmatory factor analysis results : A review", The Journal of Educational Research, 99(6), pp.323~337 (2005)
- Singh, R., "Public attitude toward advertising : an empirical study of Northern India", The ICFAI Journal of Marketing Management, 7(1), pp.49~66 (2008)
- Suher, H. Kemal, "SMS Advertising in Turkey: Factors affecting Mobile users attitude", pp.21~36 (2009), Selçuk Üniversitesi Sosyal Bilimler EnstitüsüDergisi
- Suleyman, B., "‘Mobile users’ attitude towards Mobile marketing and Mobile commerce in Mobile users markets", Ege Academic Review, 8(1), pp.15~32 (2008)
- Tsang, M. M., "Mobile users attitudes toward Mobile advertising : an empirical study", International Journal of Electronic Commerce, 8(3), pp.65~78 (2004)
- Stewart, D W, "The Application and Misapplication of Factor Analysis in Marketing Research", Journal of Marketing Research, 18, pp.51~62 (1981)
- Sörbom, D., "A general method for studying differences in factor means and factor structure between groups", British Journal of Mathematical and Statistical Psychology, 27, pp.229~239 (1974)
- Wheaton, B., "Assessment of fit in over identified models with latent variables", Sociological Methods and Research, 16, pp.118~154 (1977)