Determinants and Their Measurements of Mobile Marketing Performance
Pracfice 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 consumers 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.
mobile marketing performance determinant measurement
Junhong He Zan Mo
School of Management Guangdong University of Technology Guangzhou,China
国际会议
南京
英文
384-388
2013-06-08（万方平台首次上网日期，不代表论文的发表时间）