Assessing factors in mobile marketing context model adopting TAM, Commitment-Trust Theory, environment and emotional items in facilitating purchasing intention

摘要

Mobile marketing is a relatively easy and inexpensive way to promote products. This paper evaluates influential factors that motivate consumers in responding to mobile marketing with the consideration of context receiving time and location. A mobile marketing context model, with Technology acceptance model (TAM) and Commitment-trust Theory being adopted, is developed to facilitate purchasing intention in retails. A number of hypotheses were formulated on the effect of time and location of consumer attitudes towards mobile context. A marketing survey is conducted with one hundred and twenty effective respondents received. The empirical findings concluded with a positive relationship among trust and commitments in attitudes, perceived usefulness, ease of use and purchase intention defined under time and location scenarios. Future development on developing a regression analysis and linear model as well as assessing factors of gender and level convenient towards purchasing intention could be explored.