Third Screen Communication and the Adoption of Mobile Marketing: a Malaysia Perspective
International Journal of Marketing Studies
www.ccsenet.org/ijms
Third Screen Communication and the Adoption of Mobile Marketing: A Malaysia Perspective
Geoffrey Harvey Tanakinjal (Corresponding author) School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand E-mail: geoffrey@ums.edu.my Kenneth R. Deans School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand Brendan J. Gray School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand Abstract This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk, trustworthiness, and permissibility constructs to investigate what determines user intention to adopt mobile marketing. The proposed model in this study was empirically tested using data collected from a survey of mobile users. The structural equation modelling (SEM) technique was used to evaluate the causal model. The research findings suggested that relative advantage of mobile marketing is the strongest influence in building consumers’ intention decision to adopt mobile marketing. All other constructs were statistically significant in influencing behavioural intent to adopt mobile marketing. This study’s findings support Rogers’ (2003) perceived characteristics of innovation attributes that form a favourable or unfavourable attitude toward the innovation. Keywords: Innovation diffusion theory, Perceived risk, Trustworthiness, Permissibility, Mobile marketing services 1. Introduction Television is the first screen where consumers can gain information from marketers. The Internet is the second screen where consumers receive relevant information about product and services. The evolution of e-commerce has brought with it a new marketing channel known as mobile marketing (m-marketing), or the third screen of communication. According to Leppäniemi, Sinisalo, and Karjaluoto (2006, p.10), mobile marketing is the use of the mobile medium as a means of marketing
www.ccsenet.org/ijms
Third Screen Communication and the Adoption of Mobile Marketing: A Malaysia Perspective
Geoffrey Harvey Tanakinjal (Corresponding author) School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand E-mail: geoffrey@ums.edu.my Kenneth R. Deans School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand Brendan J. Gray School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand Abstract This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk, trustworthiness, and permissibility constructs to investigate what determines user intention to adopt mobile marketing. The proposed model in this study was empirically tested using data collected from a survey of mobile users. The structural equation modelling (SEM) technique was used to evaluate the causal model. The research findings suggested that relative advantage of mobile marketing is the strongest influence in building consumers’ intention decision to adopt mobile marketing. All other constructs were statistically significant in influencing behavioural intent to adopt mobile marketing. This study’s findings support Rogers’ (2003) perceived characteristics of innovation attributes that form a favourable or unfavourable attitude toward the innovation. Keywords: Innovation diffusion theory, Perceived risk, Trustworthiness, Permissibility, Mobile marketing services 1. Introduction Television is the first screen where consumers can gain information from marketers. The Internet is the second screen where consumers receive relevant information about product and services. The evolution of e-commerce has brought with it a new marketing channel known as mobile marketing (m-marketing), or the third screen of communication. According to Leppäniemi, Sinisalo, and Karjaluoto (2006, p.10), mobile marketing is the use of the mobile medium as a means of marketing