dc.contributor.author | Mohammad, Ismail | |
dc.contributor.author | Razli, Che Razak, Assoc. Prof. Dr. | |
dc.contributor.author | Adam, Mat | |
dc.date.accessioned | 2011-04-09T08:22:56Z | |
dc.date.available | 2011-04-09T08:22:56Z | |
dc.date.issued | 2010-11-12 | |
dc.identifier.uri | http://dspace.unimap.edu.my/123456789/11546 | |
dc.description | The 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.abstract | The 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.iso | en | en_US |
dc.publisher | Universiti Malaysia Perlis (UniMAP) | en_US |
dc.relation.ispartofseries | Proceedings of the International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) | en_US |
dc.subject | International Conference on the Roles of Humanities and Social Science in Engineering (ICoHSE 2010) | en_US |
dc.subject | Mobile marketing acceptance | en_US |
dc.subject | Attitude | en_US |
dc.subject | Theory of reasoned action | en_US |
dc.subject | Behavioural intention | en_US |
dc.title | The effect of attitude on mobile marketing acceptance in Malaysia: A conceptual framework | en_US |
dc.type | Working Paper | en_US |
dc.publisher.department | Centre for Communication Skills and Entrepreneurship | en_US |
dc.contributor.url | mobisma@yahoo.com | en_US |
dc.contributor.url | raz1152@uum.edu.my | en_US |
dc.contributor.url | adammat@salam.uitm.edu.my | en_US |