Buradasınız

Anasayfa » Content

CONSUMERS’ ATTITUDES TOWARDS MOBILE MARKETING AND MOBILE COMMERCE IN CONSUMER MARKETS*

Journal Name:

  • Ege Akademik Bakış Dergisi

Publication Year:

  • 2008

Key Words:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Advances in information and communication technologies are not only offering new marketing channels to companies but also significantly influencing the ways in which companies conduct their businesses and marketing activities. This paper analyses the possible significant impacts of mobile phone technology developments on marketing, and offers insights into mobile commerce and mobile marketing, which have not previously been investigated in Turkey. In the survey, mobile phone users‟ attitudes towards mobile commerce and mobile marketing and their intentions to benefit from mobile phones are searched. The empirical results show that the mobile phone users‟ adoption of mobile shopping is low, and apart from mobile shopping, mobile phone users have positive attitudes towards mobile advertising, entertainment, discount coupons and mobile marketing. Moreover, the demographics characteristics (age, income, occupation and employment) of mobile phone users who have more positive attitudes towards mobile marketing tools are determined and managerial implications and recommendations are also given to increase mobile commerce and marketing adoption rates.
Bookmark/Search this post with
FULL TEXT (PDF): 
PDF icon arastirmax-consumers-attitudes-towards-mobile-marketing-and-mobile-commerce-consumer-markets.pdf
  • 1
15-32
  • English

REFERENCES

References: 

Aungst, S. G, Wilson, D. T. (2005) A primer for navigating the shoals of applying wireless technology to marketing problems, Journal of Business & Industrial Marketing, Vol. 20 (2), 59-69.
Bai, L., Chou, D. C., Yen, C. D, Lin, B. (2005) Mobile commerce: its market analyses, International Journal Mobile Communications, Vol. 3 (1), 66-81.
Barnes, S.J. (2002) The mobile commerce value chain: analysis and future developments, International Journal of Information Management, Vol. 22 (2), 91-108.
________(2003) Location-based services, e-Service Journal, Vol. 2 (3), 59-70.
Barutçu, S. (2007) Information Technology, Mobile Marketing and Mobile Commerce in Consumer Markets, 3rd International Conference on Business, Management and Economics, June 13-17, Yaşar University, İzmir, TURKEY.
Bauer, H., Barnes, S., Reinhardt, T., Neumann, M. (2005) Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study, Journal of Electronic Commerce and Research, Vol. 6 (3), 181-192.
Becker, M. (2005) Effectiveness of Mobile Channel Additions and A Conceptual Model Detailing the Interaction of Influential Variables, retrieved on July 10, 2007 from http://www.iloopmobile.com/ news/mb_research_111705.htm.
Bilisimedia.com (2007) Subscribers 3,2 millions, Users 15 millions, retrieved on October 26, 2007 from http://www.bilisimedia.com/hh.asp?id=31.
Bourke, C. (2006) How to Develop a Mobile Marketing Strategy, retrieved on July 10, 2007 from http://www.aerodeon.com/whitepapers/Aerodeon_ MobileStrategy_v100.pdf.
Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets
31
Casal, C. R., Burgelman, J. C., Bohlin, E. (2004) Prospects beyond 3G, Info, Vol. 6 (6), 359-362. Dholakia, R. R. (2004) Electronic markets in the post-euphoric phase: relationships, values and behaviors, Telematics and Informatics, Vol. 21 (2), 115-121. Dholakia, R. R., Dholakia, N. (2004) Mobility and markets: emerging outlines of mobile commerce, Journal of Business Research, Vol. 57 (12), 1391-1396. DSTI/CP (Final Directorate for Science, Technology and Industry Committee on Consumer Policy) (2006) Mobile Commerce, OECD/OCDE 2006.
E-Business Report (2000) Mobile E-Business- Mobile Commerce, European Commission Enterprise Directorate General, No. 3. Fenech, T. (2002) Exploratory study into wireless application protocol shopping, International Journal of Retail & Distribution Management, Vol. 30 (10),482-497. Frolick, M.N., Chen, L.D. (2004) Assessing mobile commerce opportunities, Information Systems Management, Vol. 21 (2), 53-61. Funk, J. L. (2004) Key technological trajectories and the expansion of mobile Internet applications, info, Vol. 6 (3), 208-215.
_________(2005) The future of the mobile phone Internet: an analysis of technological trajectories and lead users in the Japanese market, Technology in Society, Vol. 27 (1), 69-83. Leem, C. S., Suh, H. S., Kim, D. S. (2004) A classification of mobile business models and its applications, Industrial Management & Data Systems, Vol. 104 (1), 78-87. Liang, T. P., Wei, C. P. (2004) Introduction to the Special Issue: Mobile Commerce Applications, International Journal of Electronic Commerce, Vol. 8(3), 7-17. Pura, M. (2005) Linking perceived value and loyalty in location-based mobile services, Managing Service Quality, Vol. 15(6), 509-538. Quah, J.T.-S., Lim, G.L. (2002) Push selling - Multicast messages to wireless devices based on the publish/subscribe model, Electronic Commerce Research and Applications, Vol.1 (3-4), 235-246.
Sadeh, N. (2002) Mobile commerce: Technologies, Services, and Business Models, Wiley Computer Publishing, New York, USA.
Scharl, A., Dickinger A., Murphy, J. (2005) Diffusion and success factors of mobile marketing, Electronic Commerce Research and Applications, Vol. 4, (2), 159-173.
Schnicke, S. (2002) The Problem of Personalization in Location Based Services, retrieved on April 15, 2007 from http://groups.haas.berkeley. edu/fcsuit/Pdf-papers/Schnicke.pdf.
Shimp, T.A., Kavas, A. (1984) The Theory of Reasoned Action Applied to Coupon Usage, Journal of Consumer Research, Vol. 11 (3), 795-809.
Siau, K., Lim, E. P., Shen, Z. (2001) Mobile commerce: promises, challenges, and research agenda, Journal of Database Management 12 (3), 4-13.
Telecommunication Authority (2007) retrieved on October 26, 2007 from http://www.tk.gov.tr/Yayin/istatistikler/istatistik/2007/istatistik_2007....
Tsang, M., Ho, S., Liang, T. (2004) Consumer attitudes toward mobile advertising: an empirical study, International Journal of Electronic Commerce, Vol. 8 (3), 65-78.
Turkish Statistical Institute-Telecommunication (2007) retrieved on April 18, 2007 from http://www.tuik.gov.tr/
Wu, J. H., Hisa, T. L. (2004) Analysis of e-commerce innovation and impact: a hypercube model, Electronic Commerce Research and Applications, Vol. 3 (4), 389-404.
Yen, D.C., Chou, D.C. (2000) Wireless communications: applications and managerial issues, Industrial Management & Data Systems, Vol. 100 (9), 436-443.
Yuan, S. T., Cheng, C. (2004) Ontology-based personalized couple clustering for heterogeneous product recommendation in mobile marketing, Expert Systems with Applications Vol. 26 (4), 461-476.

Thank you for copying data from http://www.arastirmax.com