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Research Paper | Management | China | Volume 6 Issue 5, May 2017
An Empirical Study of Consumer Attitude towards Mobile Marketing: Take WeChat as an Example
Du Yueping [2] | Xia Xiaomeng
Abstract: This study aims to know how the factors mentioned influence consumer attitude towards WeChat. Based on the Theory of Rational Behavior, Technology Acceptance Model and the Use and Satisfaction Theory, through integrating and improving Technology Acceptance Model and the model of consumer behavior to construct research framework of consumer attitude towards WeChat marketing, and test consumer behavioral intention. The study was conducted by using questionnaire survey. Technique of data analysis used structural equation model and PLS path model. The result revealed that entertainment and trust have predictive significance to attitude in WeChat marketing, entertainment, usefulness, trust and attitude have predictive significance to behavioral intention, personalized and trust can enhance the usefulness of WeChat marketing.
Keywords: Mobile marketing, consumer attitude, WeChat marketing
Edition: Volume 6 Issue 5, May 2017,
Pages: 1427 - 1431
Similar Articles with Keyword 'Mobile marketing'
Downloads: 112
Review Papers, Management, Malaysia, Volume 4 Issue 10, October 2015
Pages: 1475 - 1478A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers
Vijayesvaran Arumugam [3] | Hisham Noori Hussein [2] | Chya Najmuldeen
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Research Paper, Management, Cyprus, Volume 7 Issue 12, December 2018
Pages: 1112 - 1122The Effects of Customer Relationship Management on Customer Services and Customer Loyalty: An Empirical Study of Shopping Malls in Turkey
Ganna Dudina