Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China

The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross‐market similarities and differences related to consumers' attitudes toward mobile marketing. © 2012 Wiley Periodicals, Inc.     

Cash,credit, or phone? An empirical study on the adoption of mobile payments in the United States

The purpose of this study is to investigate the effects of consumer factors on behavioral intention to adopt mobile payments. We focus on the proximity mobile payment, which is made feasible by the near-field communications (NFCs) technology. Building upon the theory of reasoned action and technology acceptance model (TAM), a behavioral intention model was established consisting of enhanced cognitive antecedents as well as affective and social antecedents. Cognitive antecedents encompass the factors including relative advantage, perceived usefulness and ease of use in the TAM, and technology characteristics (e.g., responsiveness and mobility); affective antecedents focus on positive and negative emotions associated with using NFC mobile payments. Both antecedents are expected to affect attitudes. In addition, social antecedents examine subjective norms and the influence of network externalities. Data were collected from 394 adult nonusers of NFC mobile payments in the United States via an online survey. The research model was tested using structural equation modeling. The results showed that all three antecedents significantly affected individual consumers’ intention to adopt NFC mobile payments, explaining a significant amount of variance. Both theoretical and marketing implications are discussed in the context of NFC mobile payments.     

Consumer Acceptance of Cloud Computing

To date, little research has focused on the consumer's perspective of cloud computing acceptance. Thus, this article explores the drivers of voluntary consumer acceptance of cloud computing in a sample of Moroccan students. Results indicate that in addition to ease of use and perceived usefulness, structural trust is important for voluntary cloud computing acceptance. However, unlike prior studies, results indicate that perceived ease of use has a stronger effect on intention to use cloud computing, than perceived usefulness. The results of this study contribute to theory and provide strategies for cloud computing service providers to attract and retain individual consumers.     

The Impact of Social Influence on Individuals' Adoption of Innovation

This article empirically examines the impact of social factors (peer and social network) on attitudes toward innovation and the impact of that attitude on individual employees adopting innovation in their workplaces in Australia. This research uses quantitative research methodology and specifically multivariate statistical analysis. The research framework is based on the theory of reasoned action, the technology acceptance model, Frambach and Schillewaert's conceptual framework, and the unified theory of acceptance and use of technology. Data were collected from employees of a tertiary institution in Australia using a structured questionnaire. The results of multiple regression analysis show that social network impacts significantly on attitudes toward an innovation which, in turn, affects the innovation adoption behavior of employees. Furthermore, social network has been found to directly influence the innovation adoption process. This outcome has strategic implications for organizations in the effective management of innovation involving employees. These implications are highlighted in the article. This research has focused on only one organization in a particular region in Australia. Future research can explore the relationship between variables by including a number of organizations across Australia and beyond to provide a deeper insight into the issues explored in this article.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

A cognitive and behavioral hierarchical decision‐making model of college students' alcohol consumption

This study examined college students' drinking behaviors from a consumer behavioral perspective. A consumer‐oriented, cognitive, and behavioral‐hierarchical decision‐making model was developed and tested with the use of structural equation modeling. Questionnaires were collected from undergraduate students ( n = 269) attending a large state university in the southwestern United States. Results indicated that personal values can serve as significant predictors of the attitudes college students have toward alcohol use, which in turn can predict intentions to drink. Results also indicated that intentions to drink are strongly related to actual alcohol consumption, and that gender‐predicted attitudes and alcohol use during the past month influences intentions to drink. However, the structure of the model was similar after controlling for gender differences in alcohol use and for the stability of past behavior. The model delineated the specific roles played by personal values (self‐actualizing values vs. social–hedonic values) and attitudes toward the physical and psychological consequences of drinking. Overall, social–hedonic values and psychological consequences predicted actual alcohol consumption far better than did self‐actualizing values and physical consequences, respectively. Theoretical and practical implications are discussed, and directions for future research are suggested. © 2005 Wiley Periodicals, Inc.     

移动服务使用意愿影响因素

在技术接受模型的基础上加入了认知可信度因子,由计划行为理论和改进的技术接受模型构造出整合技术接受模型,采用结构方程模型方法对影响消费者移动服务使用意愿的因素进行实证研究。研究结果显示,知觉有用性、知觉易用性、认知可信度、知觉行为控制和感知成本在解释行为意图时有正向显著影响,可解释67%的变异量。     

Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing

Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United States, China, and Europe. We examine the extent to which the usefulness of mobile information/programs and individual characteristics—namely innovativeness, personal attachment, and risk avoidance—jointly influence attitudes toward mobile marketing, and how the latter influences consumers’ mobile marketing activity across three large and influential markets. We found perceived usefulness, consumer innovativeness, and personal attachment to directly influence attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance also negatively influences attitudes toward mobile marketing. Marketers seeking to build and maintain customer relationships via mobile platforms should view these individual characteristics as levers brands can push to amplify consumers’ acceptance of mobile marketing.     

An integrated attitude model of self-service technologies: evidence from online stock trading systems brokers

This study develops an integrated causal path analysis, based on both category-based affect theory and the technology acceptance model (TAM), to identify the antecedents of consumers' attitudes toward self-service technologies. Using online stock trading systems as an example (N?=?267), this study employs structural equation modeling to confirm the research structure. The results reveal that consumers' attitudes toward self-service technologies depend on their attitude toward technologies and attitude toward self-services, in support of category-based affect theory. Further, computer self-efficacy and network information literacy positively influence attitude toward technologies, and both perceived ease of use and perceived usefulness positively influence attitude toward self-service technologies, which were proposed in the two theories, were also found. Therefore, this study suggests that integrated attitude model of the category-based affect and TAM can be applied to properly explain the attitude forming toward self-service technologies, and can be fruitful for future research on the diffusion of Internet-based technological systems.     

A Model of the Determinants of Purchasing from Virtual Stores

Virtual stores are Internet-based innovations that influence the dynamics of consumer choice making. Utilizing the attitude-to-behavior theory, theory of reasoned action, technology acceptance model, functional theory of attitude, causal theory of action, and prior literature, we develop and empirically evaluate a model that describes consumer purchase decisions in a virtual store. We test the model using data collected from validated survey instruments for each of the constructs utilizing the structured equation modeling technique. The model helps in the design of virtual stores by describing how individuals who visit such stores can be induced to purchase from virtual stores. It describes that perceived usefulness, perceived behavioral control, and perceived peer influence impact attitude toward purchasing from a virtual store. Attitude toward purchasing from a virtual store, in turn, influences the actual purchasing from a virtual store. We discuss the implications for the design of virtual stores that lead to purchase decisions.     

The attitudes of united states and South African managers to corporate social responsibility

The attitudes of 164 United States and 151 South African managers towards corporate social responsibility were assessed. The United States managers held significantly more favourable attitudes towards corporate social responsibility. In addition, they agreed with more pro-responsibility arguments, whereas the South African managers agreed with more anti-responsibility arguments. The United States managers felt that their society expected more corporate involvement in social responsibility activities than the South African managers felt was expected from their society. The results are explained in terms of the susceptibility of social responsibility attitudes to cultural norms and values — which reflect the different nature of the two societies. Christopher Orpen is Professor of Management at Deakin University, Victoria, Australia. Previously he was Professor of Psychology in South Africa. He is the author of Principles of Personnel Psychology (Johannesburg, South Africa: Jonathan Ball, 1978) and Ideology in Personnel Management (Melbourne, Australia: Academic Press, 1984).     

Cloud Computing As a Tool for Enhancing Ecological Goals?

Cloud computing has been introduced as a promising information technology (IT) that embodies not only economic advantages in terms of increased efficiency but also ecological gains through saving energy. The latter has become particularly important in view of the rising energy costs of IT. The present study analyzes whether necessary preconditions for accepting cloud computing as a new infrastructure, such as awareness and perceived net value, exist on the part of the users. The analysis is based on a combined research framework of the theory of reasoned action (TRA) and the technology acceptance model (TAM) in a cloud computing setting. Two consumer surveys, the one to elicit beliefs and the second to gain insight into the ranking of the variables, are employed. This study uses structural equation modeling (SEM) to evaluate the hypotheses. The results indicate support for the proposed research framework. Surprisingly however, the ecological factor does not play a role in forming cloud computing intentions, regardless of prior knowledge or experience. Empirical evidence of this study suggests increasing efforts for informing actual and potential users, particularly in respect to possible ecological advantages through applying the new IT infrastructure.     

Exploring Attitudes and Affiliation Intentions toward Consumers Who Engage in Socially Shared Superstitious Behaviors: A Study of Students in the East and the West

Existing literature on superstitious beliefs focuses on consumer purchasing behavior. However, little is known about how superstition‐based consumption behaviors are socially perceived. This paper investigates students’ attitudes toward consumers who engage in socially shared superstitious behaviors. Two studies show that students from Eastern and Western countries have negative attitudes and lower affiliation intentions toward consumers engaging in socially shared superstitious behaviors. As predicted by social judgment theory, this effect is driven by perceived low competence but not by perceived warmth. These negative attitudes and lower affiliation intentions are moderated by the student's superstitiousness. The managerial implications of social perceptions regarding consumer superstitious behavior are discussed.     

基于感知价值的消费者接受行为模型和实证研究

用户接受行为研究可以有效地帮助理解和解释资讯科技创新应用的用户接受意向。本文在对主要的用户接受理论和模型梳理的基础上,通过回归消费者感知价值的概念,提出基于感知价值的消费者接受行为模型,并对澳门某大学学生对网络游戏的接受意向进行了实证研究,结果表明对于资讯技术应用的消费者接受意向,感知价值作为最重要的影响因素反映出消费者的基础特征,人际影响、便利条件以及从众效应等因素的作用也较为明显。     

The Decline of the Traditional American Department Store

Over the past five years, retailing in the United States has been going through many changes. As a result of these changes the traditional American department store, as an insititution, has been steadily on the decline. We provide an explanation for this devline by focusing on environmental factors an ordganizational changes. Environmental factors include changing consumer attitudes toward mass marketing, demographic changes forcing a suburban as opposed to urban focus, competition and overstoring, and new store social class distinctions. Organizational changes include the introduction of "Just-In-Time" (JIT) as a retail concept, a "trading up" in the merchandise mix, declinging customer services, the increased cost of reaching customers, maintenance of high gross margins, the move from local to regional to national presence, expansion leading to a loss of operational control, and the erosion of consumer trust in the institution.     

Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors

This paper reports on a study that seeks to assess an extended typology of consumer social networking engagement behaviors. Drawing on uses and gratifications theory, this study assesses consumer engagement with social media, where consumer engagement incorporates consumer responses to marketing communications. The paper argues that certain motivations for social media use serve as antecedents to general attitudes toward social networking sites, which subsequently affects attitudes toward marketers' social networking sites. These attitudes then influence subsequent consumer engagement behaviors. The results show that social facilitation motivation, participating and socializing motivation, and information motivation positively influence consumers' general attitudes toward social networking sites, which had a strong effect on their attitude toward marketers' social networking sites. The relationship between attitudes toward social networking sites and engagement with social networking sites was mediated by attitudes toward marketers’ social networking sites also mediated. The current study brings together the online advertising perspective and the consumer motivation/gratifications perspective of using social media in branding and marketing into a conceptual model that holds up to empirical testing. The paper ends with a discussion of some limitations of the study and proposes avenues for future research.     

Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes

The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.     

Factors predicting attitude toward disclosing personal data online

To test a theoretical model, this study explores the effect of anxiety, trust, personality, and perceived benefits on the disclosure of personal information online. An online survey conducted among participants in the United States (n = 248, age range: 20–82 years) examined attitudes toward disclosing personal data online. Specifically, the study researches the impact of anxiety disclosing personal data, trust (both in the Internet and in institutions), the Big Five personality traits, and four sets of perceived shopping benefits (opportunity, bargain, purchase, and expected privacy benefits) in e-commerce disclosure and their role as antecedents for adoption and use of e-commerce. The study aligns with existing trust literature and corroborates other findings on how perceived purchase benefits impact individuals’ attitudes toward disclosing personal data online. The data suggest that both trust in the Internet and trust in institutions positively influence attitude toward disclosing personal data online. Perceived purchase benefits were also significant positive predictors for attitude toward disclosing personal data online. Furthermore, personality dimensions can affect attitude toward disclosing: the more neurotic a person is, the more negative their attitude is about disclosing personal data online. The study underscores that consumers have a responsibility to educate themselves about online disclosure and marketing practices, and about how to protect their online privacy. Most importantly, fostering trust, reducing anxiety, and promoting benefits are essential to the future of e-commerce. Implications for theory, consumers, marketing practice, and public policy are also discussed.     

Investigating the factors influencing small online vendors’ intention to continue engaging in social commerce

ABSTRACT

This study investigates the variables that determine small online vendors’ intentions to continue engaging in social commerce. Based on the theory of planned behavior (TPB) and social exchange theory (SET), eight hypotheses were developed to (1) identify the antecedents that influence small online vendors’ attitudes toward social commerce, subjective norms, and perceived behavioral control; and (2) examine the causal relationships among the variables with respect for continuous usage intention. A questionnaire survey was used to collect data on a sample of 166 small online vendor managers and employees. Partial least squares (PLS) was used to validate the proposed model. The findings show that social exchange factors (perceived benefits and commitment) significantly affect small vendors’ attitudes toward social commerce. The results further confirm the validity of TPB, i.e., attitude and perceived behavioral control have significant impacts on continuous usage intention in relation to social commerce. The findings of this study provide important insights into the antecedents of attitude for academics and practitioners, application of social computing in commerce for engaging in service innovation, and have the potential to contribute to the development of effective online marketing strategies.     

Consumer e-shopping acceptance: Antecedents in a technology acceptance model

This study integrates e-shopping quality, enjoyment, and trust into a technology acceptance model (TAM) to understand consumer acceptance of e-shopping. Online surveys with college students (n = 298) were conducted. E-shopping quality for apparel products consists of four dimensions: web site design, customer service, privacy/security, and atmospheric/experiential. A structural equation model reveals that e-shopping quality determines perceptions of usefulness, trust, and enjoyment, which in turn influence consumers' attitudes toward e-shopping. Consumer perceptions of usefulness and attitude toward e-shopping influence intention to shop online, while perceived ease of use does not influence attitude toward e-shopping. Shopping enjoyment and trust play significant roles in consumers' adoption of e-shopping. This study provides important implications for e-tailers whose web site developers must keep in mind that customers are not only web users with trust/safety and information needs, but also shoppers with service and experiential needs.