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Research on Consumers’ Attitudes and Acceptance Intentions toward Mobile Marketing

ZHANG Rui-jin，LI Xiang-yang

School of Management, Harbin Institute of Technology, P.R.China, 150001

Abstract: This study built an effect mechanism model on consumers’ attitude and intention of mobile marketing, which had an empirical study on the model using customer investigation data of China for the research object. It assumes that perceived usefulness, perceived credibility, and subjective norms positively influence attitude and willingness, while perceived interference negatively influence attitude. Attitude positively influences intention is another assumption. A path analysis is used to examine the model and hypotheses. In the final results, perceived usefulness, perceived credibility and subjective norms positively influence attitude while perceived interference negatively influence attitude. At the same time ,consumer attitude significantly influence consumer behavioral intention. Some feasible suggestions for enterprises to develop mobile marketing have been made.

Keywords: mobile marketing, SMS, attitude, intentions, path analysis

1 Introduction

When walking around the Starbucks and the KFC,

you take out your cell phone to sign in the appropriate stores on a roadside network or Renren network, and you will get a virtual gift, coupons or other small gifts, just enjoying the surprise and concessions given by the store you have signed in. This is the current portrayal of consumers' fashionable lifestyle, which is the silhouette of mobile marketing based on mobile communication. When we get the gift or dine with dining coupons excitedly, a precise and efficient marketing activity is happening to us.

On the era when everyone has a phone, mobile marketing with features of accuracy, timeliness, interactive and personalized, is attracting more and more enterprises to join in the ranks of mobile marketing. China's mobile marketing is still in the early stages of development, compared to Japan, South Korea, Europe and the United States. Many companies carrying out mobile marketing are lack of experience, and the

Supported by the National Natural Science Foundation of China.(71172156)

mandatory SMS marketing generally carrying out has been the resentment of many consumers. How to carry out the mobile marketing, which is more efficient, more recognized by consumers and more appealing to consumers to participate in, has become the focus of Chinese enterprises lack of the relevant experience. Therefore, researching on the consumer attitude towards mobile marketing and consumer's intention to intervention for mobile marketing has practical significance for enterprises to carry out mobile marketing. Based on the analysis and validation results of the model, the paper gives some proposals with feasibility for enterprises to carry out mobile marketing.

2 Literature review 2.1 Perceived usefulness(PU)

In the proposed technology acceptance model, Davis (1989) defined perceived usefulness as follows: the extent of their job performance will be improved when Individual uses a particular system. The higher users’ perceived usefulness is, the more positive their attitudes to use will be. Kawasaki (2003) and other scholars found that consumers will not accept mobile marketing messages unless they get benefits from mobile advertising. The mobile marketing benefits consumers through providing them with useful information such as new product information, discount information or other purposes, so that consumers can receive mobile marketing both from the concept and action. When mobile marketing provides them no purpose and benefits, consumers will not join the mobile marketing campaigns and will abandon the information conveyed by mobile marketing. In summary, propose the following assumption:

H1: Consumer perception of the usefulness has a positive effect on consumer attitude to mobile marketing.

2.2 Perceived credibility(CRE)

In the research on consumer attitudes towards mobile marketing, Tsang、Ting-Peng Liang（2004）and others studied the impact of the entertainment, interference, credibility and license towards mobile advertisement. In the case of having been licensed, the

2012 International Conference on Management Science & Engineering (19th) September 20-22, 2012 Dallas, USA

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entertaining and informative features are important factors influencing consumer attitudes towards SMS mobile advertising. In the case of not having been licensed, the credible feature is the only important factor influencing it When the message delivered in mobile marketing can not be trusted or consumers consider it unauthentic, consumers will choose to ignore the received information in order to avoid being fooled or deceived, and will not join in mobile marketing campaigns, in this instance, the effect of mobile marketing campaigns carried out by enterprises will be greatly reduced. Providing consumers with credible mobile marketing information, or carrying out credible mobile marketing activities, will increase the enthusiasm of consumers joining in mobile marketing. So propose the following assumption:

H2: Consumer perceived credibility has a positive effect on consumer attitude to mobile marketing.

2.3 Perceived interference (IRR)

When mobile marketing can not provide the information desired by consumer, or transfers the consumers' attention on other interesting things, it will result in consumers’ impatience or even offense. In turn, it will bring negative impact on consumer attitude towards mobile marketing. So propose the following assumptions:

H3: Consumer perception of interference has negative effect on consumer attitude to mobile marketing.

2.4 Subjective norms(SN)

Perceived usefulness of mobile services (Davis, 1989; Koufaris, 2002), perceived ease of use (behavioral control) and subjective norms influence behavioral intentions. Shen Xiang (2008) found that attitude towards mobile advertising, subjective norm and perceived behavioral control have direct impacts on the user's intention. The attitude of users towards mobile advertising is the most important factor affecting users' intention. In addition, external variables such as perceived serviceability, perceived ease of use, perceived risk and the user's existing knowledge have indirectly impacts on behavioral intention through affecting mobile advertising attitudes and perceived behavioral control. When consumers take actions, they easily get influenced by people around them. The higher subjective norm is, the higher the social pressure they get or their compliance willingness is. So propose the following assumptions:

lingness and consumer behaviors are factors of measuring the success of SMS marketing (Arno,, Astrid, Jamie, 2005). Becker (2005) found that the recognition and acceptance of consumer towards mobile marketing are on the rise. Liu Shuzhen and Li Cheng (2008)studied Chinese consumers' attitudes towards mobile services are authorized affecting consumer attitudes towards mobile advertising.

He Dehua and Lu Yaowu (2009) found that the

performance expectations, social impacts and consumer license have positive impacts on the consumers’ behavior intention to receive mobile advertising. Behavior intention positively affects consumer behavior.

In general, consumers with positive and active attitude towards mobile marketing are more willing to receive mobile marketing messages and join in mobile marketing campaigns. So propose the following assumption:

H5: Consumer attitude to mobile marketing positively influence consumer intention to get involved in mobile marketing.

The research of Arno (2005) took the willingness of consumers as a factor measuring whether SMS marketing is successful. However most studies did not study the factors which may decide mobile marketing is successful or not directly, but focus on the factors affecting the consumer willingness to accept mobile marketing (Hyunjoo, Daejoong, Jungho, Sungjoon, 2010; Ran Wei, 2008; Buyukozkan, 2009).

According to the classical theory of reasoned action(TRA) (1975, Fishbein and Ajzen), Technology Acceptance Model (TAM) (1989Davis) and Internet Advertising Attitude Model (2001, Brackett, and Carr), combined with the studies on mobile marketing and assumptions about factors affecting consumer attitude and intentions towards mobile marketing, establish the model of consumers attitudes towards mobile marketing to analyze how perceived usefulness, perceived interference, perceived credibility and subjective norms influence consumer attitude to mobile marketing.

It should be noted that perceived ease of use is also an influencing factor of consumer attitude towards mobile marketing in many study. Currently, in China, SMS marketing is the most important marketing tool, and every one can send messages basically, there is not the problem about easy to use or difficult to use. So in this survey, we didn’t involve the perceived usability in the variable scope.

The research model is presented in Figure 1:

Fig.1 Model of consumer attitude and intention toward mobile marketing

Subjective Norms

Perceived Credibility

Perceived Usefulness

Perceived Interference

Consumer attitude

Consumer intention

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3 Methodology Using online questionnaire by the research,

distributing 224 questionnaires and recovering 208 questionnaires, the recovery was 92.86%, 199 valid questionnaires, questionnaire response rate of 95.67%.As the young groups like trying new things, having the high acceptance of new things, and especially the highly educated young people are often some new things, led the survey respondents showed a high level of education and age-small demographic characteristics.

The research of consumer perceived usefulness, perceived playfulness, perceived credibility, perceived interference and subjective norms all take the five-class scales, 1 point expresses disagree, 5 point expresses very agree. The average score of consumers’ perceived usefulness is 2.81, it indicates that consumers do not feel the usefulness from the mobile marketing; the average score of consumers’ perceived playfulness is 2.38, it indicates that consumers do not feel the playfulness from the mobile marketing, they think mobile marketing is not fun and interesting; the average score of consumers’ perceived interference is 3.50, it indicates that consumers believe mobile marketing disturb their work or life a certain degree; the average score of consumers’ perceived credibility is 2.50, it indicates consumers basically do not trust mobile marketing messages or mobile marketing campaign; the average score of subjective norms is 2.39, it indicates consumers fell the social pressure is small in the mobile marketing. The specific data of consumer perception and subjective norms is in the table1.

Tab.1 Measurement index of consumer perception

and subjective norms

Index N Minimum Maximum Mean Std. Deviation

PU1 199 1 5 2.76 .036 PU2 199 1 5 2.89 .007 PU3 199 1 5 2.77 .962 IRR1 199 1 5 3.51 .984 IRR2 199 1 5 3.54 .973 IRR3 199 1 5 3.44 .987 CRE1 199 1 5 2.82 .936 CRE2 199 1 5 2.36 .798 SN1 199 1 5 2.29 .762 SN2 199 1 5 2.46 .802 SN3 199 1 5 2.43 .775

Consumers attitude on mobile marketing also takes

the five-class scales, 1 point expresses very disagreement, 5 point expresses very agreement, higher score indicates consumers attitude is more positive on mobile marketing and they more like mobile marketing. In this survey, the average score of consumers’ attitude on mobile marketing is 2.50, it indicates consumers hold negative

attitude on mobile marketing in the overall; the average score of intervention intention is 2.26, it indicates consumers are not willing to intervene in the campaigns carried by businesses or enterprises. Because of consumers most often contact the SMS marketing and most of consumers do not like SMS marketing, SMS marketing is likely to dominate the negative attitude of consumers on mobile marketing. The specific data of consumers’ attitude on mobile marketing is in the table2.

Tab.2 Measurement index of consumer attitudes and

intervention intention Index

N Minimum Maximum Mean Std .Deviation

ATT1 199 1 5 2.62 .819 ATT2 199 1 5 2.35 .814 INT1 199 1 4 2.62 .669 INT2 199 1 3 1.90 .603 Valid N (list wise) 199

This study adapted Cronbach's α coefficient to

assess the scale reliability. As Table 3 shows, the Cronbach's α of all latent variables are0.827 to 0.903, which are higher than the standard value 0.80.The results also proved model constructs as reliable .

Tab.3 Tests of reliability

Variables and Factors Cronbach’s α Number of Items All variables 0.862 17 Perceived usefulness(PU) 0.891 3 Perceived interference(IRR) 0.901 3 Perceived credibility(CRE) 0.846 2 Subjective norms(SN) 0.903 3 Consumer attitude(ATT) 0.827 2 Consumer intention(INT) 0.881 2

4 Findings and applications of the results

Structural Equation Modeling (SEM) tested the

hypotheses in the study analysis, which examined the extent to which perceived usefulness, perceived interference, perceived credibility and subjective norms influence consumer attitude to mobile marketing. After analysis with the maximum likelihood estimates produced by AMOS7.0 (Arbuckle and Wothke,1999), the structural model fit indices were within accepted thresholds. The structural model results of the analysis are depicted in Table 4.and Figure 2.

The hypotheses testing results of the study are shown in Table 5.The standardized path coefficient of consumer attitude to intention is the largest (β=0.974), attitude has a highly positive correlation with intention. Hypothesis 5 was supported, thus indicating that through forming a positive attitude towards mobile marketing, we can improve consumers’ intention to involve in mobile

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.59

PU

PU3.33

e11

PU2.17

e21

PU1.28

e31

IRRIRR3

.25

e61

IRR2.22

e71

IRR1.25

e81

CRECRE2

.27

e91.001

CRE1

.33

e101

.50

SN

SN3

.10

e111

SN2

.11

e121

SN1.22

e13 .841

ATT

ATT1

.15

e14

1

ATT2

.22

e15

1

.07

d1

.921.00

1.23

1.03

1.00

1.00

1.19

1.15

.12

d3

.68

d4

.38

1

1.00

.991.00

.63

INTINT2

.16

e161.00

1

INT1.11

e17 1.301

1

.01

d2

1

1

.41

-.28

-.09

.41

.61

Fig.2 Analysis result of structural equation model

marketing. The highly correlation between attitude and intention indicated that, attitude has a predicting function on intention.

Followed by subjective norms to consumer attitude (β=0.676), and the standardized total effect of the subjective norms to the attitude is 0.854. Among all factors that affect consumer attitude, subjective norm is the most notable. Hypothesis 4 was supported. It indicated that strengthening subjective norms can be effective to promote consumers to form positive attitude towards mobile marketing and thus can enhance consumers’ intension to involve in mobile marketing. From the model results, we can see that the standardized path coefficient of subjective norms to perceived credibility was 0.536, indicating that strengthening subjective norms can effectively increase consumers ' perceived credibility. Subjective norm’s effect on consumer attitude is actually through its positive effect on the perceived credibility, and its coefficient of standardized indirect effects on attitudes was 0.178.

The standardized path coefficient of the perceived usefulness to the perceived credibility was 0.547, and the standardized path coefficient of the perceived usefulness to the perceived interference was -0.254.It indicated that enhancing the perceived usefulness can help improve the perceived credibility and reduce the perception of interference. Through affecting the perceived credibility and the perceived interference, the perceived usefulness influenced consumer mobile marketing attitudes.

Tab.4 Analysis of overall model fit

PU SN IRR CRE ATT INT

IRR（direct effect） -.254 .000 .000 .000 .000 .000 IRR(indirect effect） .000 .000 .000 .000 .000 .000 IRR（total effect） -.254 .000 .000 .000 .000 .000 CRE（direct effect） .547 .536 .000 .000 .000 CRE（indirect effect） 000 .000 .000 .000 .000 .000 CRE（total effect） .547 .536 .000 .000 .000 .000 ATT（direct effect） .000 .676 -.112 .333 .000 .000 ATT（indirect effect） .210 .178 .000 .000 .000 .000 ATT（total effect） .210 .854 -.112 .333 .000 .000 INT（direct effect） .000 .000 .000 .000 .974 .000 INT(indirect effect) .205 .831 -.109 .324 .000 .000 INT（total effect） .205 .831 -.109 .324 .974 .000

Tab.5 Hypothesis testing results

Hypothesis Standardized coefficient

Standardized total effect Result

H1:Perception usefulness→Attitude to mobile marketing 0.210 0.210 supported

H2:Perceived credibility→Attitude to mobile marketing. 0.333*** 0.333 supported

H3:Perception interference←Attitude to mobile marketing. -0.112** -0.112 supported

H4:Subjective norms→Attitude to mobile marketing. 0.676*** 0.854 supported

H5: Attitude→Intention to mobile marketing 0.974*** 0.974 supported

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The standardized path coefficient of the perceived credibility to the attitude is .333.Hypothesis 2 was true. It indicated that enhancing consumers' perception of credibility was good for the formation of the positive attitude of consumers on mobile marketing. In facts, true and reliable marketing information and a sense of trust can really guide more consumers to mobile marketing campaigns.

The standardized coefficient of the perceived usefulness to attitudes was.21.Hypothesis 1 was supported. It indicated that enhancing consumers' perceived usefulness can promote the formation of a more positive attitude of consumers on mobile marketing, to enhance the intention of the consumers involved in mobile marketing.

The standardized path coefficient of the perceived interference to the attitude is -.112.Hypothesis 3 was true. It indicated that reducing the perceived interference is good for the formation of the positive attitude of consumers on mobile marketing.

5 Conclusion and recommendations

Based on a variety of mobile marketing tools,

through investigation and analysis ,the research proves that the consumer's perceived usefulness, perceived interference, perceived credibility and subjective norms influence the attitude of consumers on mobile marketing .Attitude affect consumer intention to intervene in mobile marketing.

First, perceived usefulness, perceived credibility and subjective norm have positive impacts on attitude ,while perceived interference has negative impacts on attitude .Perceived playfulness has no effect on attitude and subjective norm has the most significant impact on attitude .When providing consumers with timely, accurate and valuable information and services, and selecting a professional platform to transfer information timely, properly and moderately , which does not interfere with consumers' lives, consumers will tend to hold a positive attitude toward mobile marketing.

Second, perceived usefulness and subjective norms can enhance the perceived credibility and perceived usefulness can reduce the perception of interference. Consumers will not feel interfered if valuable information and services are provided. Consumers would be easier to accept their friends' recommendations on mobile marketing activities or information.

Third, Consumers' attitude towards mobile marketing have strong effects on heir intentions to be involved in the market and attitude is a good guide to intention, which confirms the theory of social psychology .Consumers who hold an active and positive attitude towards mobile marketing are more willing to receive mobile marketing messages involved in mobile marketing activities.

Based on these results, we conclude the following recommendations to improve mobile marketing :

1) Enhance consumers' perceived usefulness

a) According to the characteristics of the consumer spending, information needs, we can provide consumers with relevant, timely, accurate information and services to enhance consumers' perceived usefulness.

b) Providing consumers with more convenient information access and more convenient methods of payment to enhance the usefulness of consumer perception, thereby enhancing the intention of the consumers involved in mobile marketing.

2) Enhance consumers' perceived credibility Perceived credibility has positive impacts on

consumers' attitude towards mobile marketing, and consumers' attitudes towards mobile marketing and consumers' intention to be involved in mobile marketing have positive correlation .Therefore, in order to enhance the consumers' intention to be involved in mobile marketing and improve the effectiveness of mobile marketing ,we can enhance consumer perception of mobile marketing credibility.

a) Consumers' perceived credibility of the mobile marketing is based on the authenticity, reliability and perception of mobile marketing messages.

b) Selecting professional mobile marketing service platform in order to improve consumers' perceived credibility.

c) Improving the information content coupled with a corporate logo to enhance consumer perceived credibility.

d) Encouraging the transmission of information between consumers to enhance consumer perception of credibility, and thus enhance the intention of the consumers involved in mobile marketing.

3)Enhance the subjective norm a) Enterprises can encourage its costumers to invite

their friends by sharing, forwarding and other activities to strengthen the subjective norms and improve the intention of the consumers involved in mobile marketing.

b) Enterprises can enlarge its reputation among customers to enhance the consumers' participation in mobile marketing.

4) Reduce consumers' perceived interference a) Selecting the appropriate time period to send

mobile marketing information to reduce consumer perception of interference.

b) Controlling the transmission frequency of mobile marketing messages to consumer to reduce consumer perceived interference, and enhance the intention of the consumer participation in mobile marketing.

5) In mobile marketing, we recommend that enterprises choose a professional mobile marketing services platform to build a platform to strengthen the interaction among consumers. According to the needs of consumers and consumer features, enterprises provide consumers with relevant, timely, accurate and valuable information and services to send management plan and integrate a variety of mobile marketing tools to enhance the intention of the consumers' participation in mobile marketing.

In addition, it can be seen from the fact that

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perceived usefulness has negative influence on perceived interference, therefore, enterprises can provide consumers with relevant, timely, accurate and valuable information and services to reduce the perception of interference, and thus enhance the intention of the consumers ' participation in mobile marketing.

This article has not analyzed separately for all types of mobile marketing tools and only on the overall analysis and research, it is the defects of this article. SMS marketing occupies a relatively large proportion in this study, therefore, to a large extent, the results in consumers' attitudes and intervention intention towards mobile marketing come from consumer attitudes and intentions towards the SMS marketing, which is a defect in the study. In the later study, further attention outside the SMS marketing and more mobile marketing tool will be studied to make research findings more fully reflect the status and prospects of mobile marketing in China.

SMS marketing occupies a relatively large proportion in this study, therefore, to a large extent, the results in consumers' attitudes and intervention intention towards mobile marketing come from consumer attitudes and intentions towards the SMS marketing, which is a defect in the study. In the later study, further attention outside the SMS marketing and more mobile marketing tool will be studied to make research findings more fully reflect the status and prospects of mobile marketing in China.

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