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dc.contributor.authorMohammad, Ismail
dc.contributor.authorRazli, Che Razak, Assoc. Prof. Dr.
dc.contributor.authorAdam, Mat
dc.date.accessioned2011-04-09T08:22:56Z
dc.date.available2011-04-09T08:22:56Z
dc.date.issued2010-11-12
dc.identifier.urihttp://dspace.unimap.edu.my/123456789/11546
dc.descriptionThe 2nd International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) organized by Universiti Malaysia Perlis (UniMAP), 12th - 14th November 2010 at Bayview Beach Resort, Penang, Malaysia.en_US
dc.description.abstractThe tremendously increased in mobile phone users and penetration rate has made mobile marketing getting popular among marketers but the consumers’ acceptance of mobile marketing is still remain unexplained. This paper proposes to study factors influencing consumers’ intention to use mobile marketing. In order to accomplish this objective, this study utilizes the theory of reasoned action as a foundation in developing the theoretical model. The aim of this paper is to explore the use of TRA in explaining the role of attitude towards behavioural intention to use mobile marketing. This study has proposed to decomposed theory of reasoned action by decomposing attitudinal beliefs. Constructs affecting the attitude and consumers’ intention are discussed and relevant propositions are made. The proposed model can sheds light on the importance of attitude in determining the behavioural intention to use mobile marketing and will aid managers understand the effect of attitude and in identifying the specific antecedents of attitude that may influence consumers’ acceptance of mobile marketing.en_US
dc.language.isoenen_US
dc.publisherUniversiti Malaysia Perlis (UniMAP)en_US
dc.relation.ispartofseriesProceedings of the International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010)en_US
dc.subjectInternational Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010)en_US
dc.subjectMobile marketing acceptanceen_US
dc.subjectAttitudeen_US
dc.subjectTheory of reasoned actionen_US
dc.subjectBehavioural intentionen_US
dc.titleThe effect of attitude on mobile marketing acceptance in Malaysia: A conceptual frameworken_US
dc.typeWorking Paperen_US
dc.publisher.departmentCentre for Communication Skills and Entrepreneurshipen_US
dc.contributor.urlmobisma@yahoo.comen_US
dc.contributor.urlraz1152@uum.edu.myen_US
dc.contributor.urladammat@salam.uitm.edu.myen_US


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