Applying Technology Acceptance Model to Investigate the Use of Smartphone Advertising in Malaysia

Muhammad Tahir Jan · Johan W. De Jager · Alileche Mohamed Ameziane · Naheed Sultan

20 citations0/0 files storedJournal of Economics and Behavioral Studies

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Technology Adoption and User Behaviour Marketing and Advertising Strategies Health, Technology, Consumer Behavior

Abstract

The rapid development of internet, mobile information technologies and communications keep offering unprecedented concepts in the way people use new technology and communicate information. This also applies to Malaysia where this study was performed. The main objective of this paper is to investigate which factors affect the use of smartphone advertising most. For this purpose, four main services providers, namely, U-mobile, Maxis, DiGi and Celcom, were selected for data collection. A self-administered questionnaire was distributed through a convenience sampling to 400 smartphone users in a pre-defined area of Malaysia. Three hundred and forty usable questionnaires were used for the purpose of the data analysis. First, descriptive analysis is undertaken followed by a reliability test and exploratory factor analysis. Second, a two-step structural equation modelling approach is adopted where confirmatory factor analysis (CFA) was conducted followed by hypotheses testing. The results indicate that perceived usefulness has a stronger impact on attitude towards smartphone advertising followed by subjective knowledge. Furthermore, attitude towards smartphone advertising also resulted in a significant influence on the use of smartphone advertising. The findings of this study not only contribute to the knowledge but could also assist policymakers with informed decisions about market penetration.

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References

2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1985The Effects of Product Class Knowledge on Information Search Behavior 2004Consumer acceptance of online banking: an extension of the technology acceptance model 2004Consumer Attitudes Toward Mobile Advertising: An Empirical Study 2005Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study 1999A Short, Reliable Measure of Subjective Knowledge 1994Consumer Knowledge Assessment 1995Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making: An Exploratory Investigation

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