Exploring drivers influencing consumers’ attitude towards mobile marketing

Huynh Nhut Phuong * and Nguyen Thuy An

* Corresponding author (hnphuong@ctu.edu.vn)

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Received: 05 Oct 2016
Revised: 27 Nov 2016
Accepted: 31 Oct 2017
Published: 29 Nov 2017
DOI: 10.22144/ctu.jen.2017.060
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Huynh, N. P., & Nguyen, T. A. (2017). Exploring drivers influencing consumers’ attitude towards mobile marketing. CTU Journal of Innovation and Sustainable Development , (07), 148-159. https://doi.org/10.22144/ctu.jen.2017.060
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No. 07 (2017)

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Abstract

In the technology era, mobile marketing seems to be an effective tool for companies in delivering promotion message to their customers, for example smartphone. Besides, business entities are faced with challenges of deciding efficient mobile marketing channels in order to attract more potential customers by demonstrating a positive attitude towards this type of modern-day marketing. Therefore, the purpose of this article is to examine the drivers influence customers’ attitude towards mobile marketing via various forms such as Short Message Service (SMS), Multimedia Message Service (MMS), Quick Response (QR) Codes, social networks, games, shopping applications in the case of Can Tho city. By employing the methodologies of Exploratory Factors Analysis (EFA) and regression analysis, the analysis points out that perceived usefulness, perceived enjoyment affect positively customers’ attitude while irritation influences negatively on customers’ attitude. In addition, the study fails to explore a positive relationship between demographic factors and attitude towards mobile marketing. Some suggestions for further study in term of investigating a specific group of customer and a particular type of mobile marketing form are also addressed. 
Keywords: Customer’s attitude, mobile marketing, perceived enjoyment, perceived usefulness

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