Research on the Willingness to Accept Mobile Internet Advertising Based on Customer Perception---A Case of College Students

The role of the mobile terminal in advertising and marketing has attached increasing attention, but the traditional advertising acceptance model does not consider how the characteristics of mobile Internet advertising affect consumer attitudes and decision-making. Based on the technology acceptance model (TAM) and the characteristics of groups of college students, a research model of college students\u27 willingness to accept mobile Internet advertising is established. The data of college students\u27 perception and evaluation of mobile Internet advertising are collected by means of questionnaire, and the data are analyzed by SPSS. The results show that the perceived entertainment of mobile Internet advertising and social influence have a significant positive impact on college students\u27 willingness to accept mobile Internet advertising, and the impact of perceived usefulness is not significant. According to the research conclusions, some useful inspirations are put forward for the design and promotion of mobile Internet advertising

DETERMINANTS OF USERS’ WILLINGNESS TO USE MOBILE PAYMENT: AN EMPIRICAL STUDY IN TONGREN UNIVERISITY, CHINA

The purpose of this paper is to establish and assess the determinants of users’ willingness to use mobile payment: an empirical study in Tongren University, China. After conducting a rigorous literature review with theoretical underpinning, this research has come up with the proper methodology to move forward. According to the comprehensive guideline, the total number of Tongren College and Tongren Vocational College is more than 38,000, so the minimum sample is finally determined to be 380. Besides, after conducting Exploratory Factor Analysis (EFA), the measuring modelling was done by taking into account all the variables concurrently in order to verify the appropriateness of the overall model. All the hypotheses of this study have been tested through the application of SEM. For the overall model as a whole, the statistical result indicates a good fit. From the model, it can be seen that all the variables uphold a positive value. Findings revealed that perceived performance risk perceived financial risk and perceived privacy risk have substantial positive impacts on acceptance intention of mobile payment. Therefore, since a myriad of factors decides the attitude toward mobile payment use, further studies can also be developed by adding more constructs in the theoretical model in this paper.  Article visualizations

Factors affecting consumer's attitudes toward mobile marketing

This study aims to investigate the "factors affecting Saudi consumer's attitudes toward acceptance of the mobile marketing". The researcher tries to develop and test a model to achieve the dissertation's objectives. The study focuses on four independent variables to achieve the objective of this study which are: Customer satisfaction for the content of the advertising message, Customer trust for the content of the advertising message, the Value  and the utility of the offers that are  provided by the advertising message,  brand of the products that are offered by the  advertising message.  Data were collected from a convenience sample using a questionnaire. The data are analyzed using several statistical techniques to test the stated hypotheses. Multiple regression analysis is used to find the effect of the independent variables on the dependent variable. The result confirm that all the independent variables had a significant effect on Saudi consumer's attitudes toward acceptance mobile marketing. Recommendations for future research, marketing implications, and limitations of this study are proposed. Key words: mobile marketing, customer attitudes, SMS

Drivers of smart speakers' advertising acceptance

The growing impact of technology on marketing communications is inevitable. That is why brands need to achieve the vision of these new technologies, which are becoming the new channels of communication and purchasing, to get closer to the consumer. Artificial Intelligence and, consequently, smart speakers are becoming one of the major trends in marketing, bringing benefits not only for brands but also for consumers. Thus, this study explores what factors may impact the acceptance of receiving advertising through these devices. This study's objective focuses on 329 Portuguese consumers' responses and uses a partial least square structural equation modelling to conduct an empirical study. The results indicate that the channel’s acceptance has a significant impact on consumers' acceptance of advertising and the hedonic motivations. However, it demonstrates that the perceived value and trust of advertising do not significantly impact its acceptance. The study suggests that smart speakers should benefit their users and have added functions that allow interaction with what is being advertised. Besides, the content that brands want to advertise should be relevant and contain information related to users' interests to generate positive feelings towards the ad, leading to a higher predisposition to accept advertising.O impacto crescente da tecnologia nas comunicações de marketing é inevitável, é por isso que as marcas precisam de alcançar a visão destas novas tecnologias, que se estão a tornar nos novos canais de comunicação e de compra, a fim de se aproximarem do consumidor. A Inteligência Artificial e consequentemente os assistentes de voz inteligentes estão a tornar-se uma das maiores tendências na área do marketing, trazendo benefícios não só para as marcas como também para os consumidores. Assim, este estudo explora quais os fatores que terão impacto na aceitação em receber publicidade através destes dispositivos. O objeto de investigação deste estudo centra-se nas respostas de 329 consumidores portugueses e utiliza uma modelação de equações estruturais baseada em "partial least squares" para realizar um estudo empírico. Os resultados indicam que a aceitação do canal tem um impacto significativo na aceitação da publicidade por parte dos consumidores, bem como as motivações hedónicas. Contudo, demonstra que o valor e a confiança percebida relativa à publicidade, não têm um impacto significativo na sua aceitação. O estudo sugere que os assistentes de voz inteligentes devem trazer benefícios aos seus utilizadores e devem-lhes ser adicionadas funções que permitam a interação com o que está a ser anunciado. Além disso, o conteúdo que as marcas pretendem anunciar deve ser relevante e conter informação relacionada com os interesses dos utilizadores, de forma a gerar sentimentos positivos nos consumidores e consequentemente levar a que a sua predisposição para aceitar publicidade seja mais elevada

Impacts of WeChat on Millennials’ Perceptions and Consumption Behaviors in the Hotel Industry

Social media, known as interactive Web 2.0 Internet-based applications, has deeply changed and reformed interpersonal communication and business operation with the wide spread of Internet and the development of technology. In the past few years, since mobile apps are becoming more and more popular, the access of social media is not limited to tablet computers only, but is also available for almost all kinds of smart phone devices, such as iPhone, Android, Symbian and so on. The function of social media is not confined to real- time message transmission or information sharing any more. It has expanded to a widely range of features, such as online purchase and payment, e-commerce business, and service for different types of social events. Social media plays an increasingly important role in daily personal life as well as in business activities. People are not merely considered as social media users, but also the component of social media itself. As a result, it is very crucial for people to realize the importance and impacts of social media, especially for those business operators. WeChat (Weixin in Chinses, literally “micro message”) is a cross-platform instant text and voice messaging communication service for multiple mobile devices, developed by Tecent in China, first released in the January of 2011. It is claimed to provide “the new way to connect” and create “a way of life”. It is free to download, install and register, and support all kinds of smart phone platforms with multiple language versions, such as Chinese, English, Japanese, French, and Spanish. WeChat provides its users different ways to communicate and interact with friends innovatively through instant text messaging, hold-to-talk voice messaging, group messaging, lively video sharing, location sharing, money transferring, and contact information sharing. Among all the WeChat users, Millennials is the majority. With the growing-up of Millennials, they are becoming more and more powerful and important to the society and will be the next target segmentation for most of the industries in the very near future. Especially for the hotel industry, the industry that urges to attract Millennials patrons for further substantial development, how to attract Millennials is becoming a critical issue for those hotel operators

Information Technology Applications in Hospitality and Tourism: A Review of Publications from 2005 to 2007

The tourism and hospitality industries have widely adopted information technology (IT) to reduce costs, enhance operational efficiency, and most importantly to improve service quality and customer experience. This article offers a comprehensive review of articles that were published in 57 tourism and hospitality research journals from 2005 to 2007. Grouping the findings into the categories of consumers, technologies, and suppliers, the article sheds light on the evolution of IT applications in the tourism and hospitality industries. The article demonstrates that IT is increasingly becoming critical for the competitive operations of the tourism and hospitality organizations as well as for managing the distribution and marketing of organizations on a global scale

Does the Brand Name Matter to Purchase Decision? The Case of Mobile Phone

The study aims at determining the influence of brand name on consumer buying decision. Data collected from 160 mobile phone users at Dodoma municipal by using questionnaires and interview.  The findings show that consumers’ are not loyal in single brand name and their judgment in a purchase decision on the mobile phone is influenced by three factors; the need, country of origin, and the durability. This means that when different brand names of mobiles are presented to the consumers; they answer mainly three questions: does it match with my need? Where is it made? and if it can stays for a reasonable time. It is recommended that the manufacturers of mobile phones to accentuate on the needs of the market (marketing orientation), durability, and country of origin products (intra- trade) in order to enhance marketing competitiveness. Keywords: Brand Name, Purchase Decision, Mobile Phon

Predictors of customers’ continuance intention of mobile banking from the perspective of the interactivity theory

In order to test the key factors affecting users’ continuance intention of mobile banking Apps, this study combined the Technology acceptance model (TAM) with the perceptual sinteraction model, and further added human-system interaction and perceived privacy security that was not explored in these models before. Data were collected from 349 users who had experience with mobile banking to test the model and were analyzed with a structural equation model. The present study showed that various interactive characteristics of mobile banking (human-human interaction, human-information interaction, human-system interaction) had significant positive impacts on users’ perceptions of using mobile banking (perceived usefulness, perceived ease of use, perceived privacy security). Users’ perceptions of using mobile banking had significantly positive impacts on users’ satisfaction with mobile banking, and user satisfaction had a significant impact on users’ continuance intention. Users’ income level had a significantly negative impact on their continuance intention. In order to further enhance users’ continuance intention for mobile banking, designers and managers of mobile banking are suggested to pay special attention to the interactive characteristics of mobile banking and the impact on users’ perceptions of mobile banking, so as to improve customer satisfaction and continuous intention

Factors influencing mobile marketing acceptance in higher education students in the United Arab Emirates

Technology advancements in mobile communication has seen a rapid rise in recent years. Likewise, the use of mobile technologies has proven to be of extreme importance in consumer’s life. The main goal of this study is to investigate and identify the impact of marketing activities on the acceptance of mobile marketing practiced by higher education students. Assisted by the Technology Acceptance Model (TAM) and Uses and Gratifications Theory, this study tests a conceptual model that explain factors influencing mobile marketing acceptance. The study was conducted in Federal Higher Education Institutions in the UAE. A descriptive, explanatory research that used a quantitative survey methodology was adopted. This study surveyed 402 higher education students using a probabilistic stratified sampling method. The overall findings revealed that risk acceptance, providing information, sharing content, accessing content, perceived value and personal attachment have a positive influence in mobile marketing acceptance, and it validates a new model using Structural Equation Modelling. Furthermore, this study highlights the current state of mobile marketing utilization along with preferred types of services used. This research has the potential to benefit companies to create better mobile marketing strategies, in which they can incorporate within their product and services and recommends actions to create a more effective mobile marketing campaign that benefits both consumers and organizations.Os avanços tecnológicos na comunicação móvel tiveram um rápido aumento nos últimos anos. Da mesma forma, o uso das tecnologias móveis provou ser de extrema importância na vida do consumidor. O principal objetivo deste estudo é investigar e identificar o impacto das atividades de marketing na aceitação do marketing móvel praticado por estudantes do ensino superior. Assistido pelo Modelo de Aceitação de Tecnologia (TAM) e pela Teoria de Usos e Gratificações, este estudo testa um modelo conceitual que explica os fatores que influenciam a aceitação do marketing móvel. Foi adotada uma metodologia de pesquisa quantitativa, descritiva e explicativa auxiliada pelo uso do questionário. O estudo foi realizado em instituições federais de ensino superior nos Emirados Árabes Unidos. Este estudo pesquisou 402 estudantes do ensino superior usando um método probabilístico de amostragem estratificada. As descobertas gerais revelaram que a aceitação de riscos, fornecimento de informações, compartilhamento de conteúdo, acesso a conteúdo, valor percebido e vinculação pessoal influenciam positivamente a aceitação do marketing móvel e validam um novo modelo usando a Modelagem de Equações Estruturais. Além disso, este estudo destaca o estado atual da utilização do marketing móvel juntamente com os diferentes tipos de serviços mais utilizados. Esta pesquisa tem o potencial de beneficiar as empresas na criação de melhores estratégias de marketing móvel para que possam ser incorporadas nos produtos e serviços e recomenda ações para criar uma campanha de marketing móvel mais eficaz que beneficie tanto os consumidores quanto as organizações.Les progrès technologiques dans la communication mobile ont augmenté rapidement ces dernières années. De même, l’utilisation des technologies mobiles s’est avérée d’une importance capitale dans la vie du consommateur. L'objectif principal de cette étude est d'étudier et d'identifier l'impact des activités de marketing sur l'acceptation du marketing mobile pratiqué par les étudiants de l'enseignement supérieur. Assistée du modèle d'acceptation technologique (TAM) et de la théorie des usages et des gratifications, cette étude teste un modèle conceptuel qui explique les facteurs qui influencent l'acceptation du marketing mobile. L'étude a été menée dans des établissements d'enseignement supérieur fédéraux des Émirats Arabes Unis. Une recherche descriptive et explicative utilisant une méthodologie de recherche quantitative a été adoptée. Cette étude a examiné 402 étudiants de l'enseignement supérieur utilisant une méthode probabiliste d'échantillonnage stratifié. Les conclusions générales ont révélé que l'acceptation des risques, la fourniture d'informations, le partage de contenu, l'accès au contenu, la valeur perçue et les liens personnels influencent positivement l'acceptation du marketing mobile et valide un nouveau modèle utilisant la modélisation par équation structurelle. En outre, cette étude met en évidence l’état actuel de l’utilisation du marketing mobile ainsi que des différents types de services les plus utilisés. Cette recherche pourrait aider les entreprises à créer de meilleures stratégies de marketing mobile afin de les intégrer à des produits et services, et recommande des actions pour créer une campagne de marketing mobile plus efficace, bénéfique pour les consommateurs et les organisations

Factors influencing mobile marketing acceptance in higher education students in the United Arab Emirates

Technology advancements in mobile communication has seen a rapid rise in recent years. Likewise, the use of mobile technologies has proven to be of extreme importance in consumer’s life. The main goal of this study is to investigate and identify the impact of marketing activities on the acceptance of mobile marketing practiced by higher education students. Assisted by the Technology Acceptance Model (TAM) and Uses and Gratifications Theory, this study tests a conceptual model that explain factors influencing mobile marketing acceptance. The study was conducted in Federal Higher Education Institutions in the UAE. A descriptive, explanatory research that used a quantitative survey methodology was adopted. This study surveyed 402 higher education students using a probabilistic stratified sampling method. The overall findings revealed that risk acceptance, providing information, sharing content, accessing content, perceived value and personal attachment have a positive influence in mobile marketing acceptance, and it validates a new model using Structural Equation Modelling. Furthermore, this study highlights the current state of mobile marketing utilization along with preferred types of services used. This research has the potential to benefit companies to create better mobile marketing strategies, in which they can incorporate within their product and services and recommends actions to create a more effective mobile marketing campaign that benefits both consumers and organizations.Os avanços tecnológicos na comunicação móvel tiveram um rápido aumento nos últimos anos. Da mesma forma, o uso das tecnologias móveis provou ser de extrema importância na vida do consumidor. O principal objetivo deste estudo é investigar e identificar o impacto das atividades de marketing na aceitação do marketing móvel praticado por estudantes do ensino superior. Assistido pelo Modelo de Aceitação de Tecnologia (TAM) e pela Teoria de Usos e Gratificações, este estudo testa um modelo conceitual que explica os fatores que influenciam a aceitação do marketing móvel. Foi adotada uma metodologia de pesquisa quantitativa, descritiva e explicativa auxiliada pelo uso do questionário. O estudo foi realizado em instituições federais de ensino superior nos Emirados Árabes Unidos. Este estudo pesquisou 402 estudantes do ensino superior usando um método probabilístico de amostragem estratificada. As descobertas gerais revelaram que a aceitação de riscos, fornecimento de informações, compartilhamento de conteúdo, acesso a conteúdo, valor percebido e vinculação pessoal influenciam positivamente a aceitação do marketing móvel e validam um novo modelo usando a Modelagem de Equações Estruturais. Além disso, este estudo destaca o estado atual da utilização do marketing móvel juntamente com os diferentes tipos de serviços mais utilizados. Esta pesquisa tem o potencial de beneficiar as empresas na criação de melhores estratégias de marketing móvel para que possam ser incorporadas nos produtos e serviços e recomenda ações para criar uma campanha de marketing móvel mais eficaz que beneficie tanto os consumidores quanto as organizações.Les progrès technologiques dans la communication mobile ont augmenté rapidement ces dernières années. De même, l’utilisation des technologies mobiles s’est avérée d’une importance capitale dans la vie du consommateur. L'objectif principal de cette étude est d'étudier et d'identifier l'impact des activités de marketing sur l'acceptation du marketing mobile pratiqué par les étudiants de l'enseignement supérieur. Assistée du modèle d'acceptation technologique (TAM) et de la théorie des usages et des gratifications, cette étude teste un modèle conceptuel qui explique les facteurs qui influencent l'acceptation du marketing mobile. L'étude a été menée dans des établissements d'enseignement supérieur fédéraux des Émirats Arabes Unis. Une recherche descriptive et explicative utilisant une méthodologie de recherche quantitative a été adoptée. Cette étude a examiné 402 étudiants de l'enseignement supérieur utilisant une méthode probabiliste d'échantillonnage stratifié. Les conclusions générales ont révélé que l'acceptation des risques, la fourniture d'informations, le partage de contenu, l'accès au contenu, la valeur perçue et les liens personnels influencent positivement l'acceptation du marketing mobile et valide un nouveau modèle utilisant la modélisation par équation structurelle. En outre, cette étude met en évidence l’état actuel de l’utilisation du marketing mobile ainsi que des différents types de services les plus utilisés. Cette recherche pourrait aider les entreprises à créer de meilleures stratégies de marketing mobile afin de les intégrer à des produits et services, et recommande des actions pour créer une campagne de marketing mobile plus efficace, bénéfique pour les consommateurs et les organisations