Assessing the Effects of Social Media Attachment and Peer Influence in Modeling Consumer Acceptance of Mobile Marketing Offers

摘要

Acceptance of mobile marketing (AMM) is described as the consumers' openness and willingness to participate in mobile marketing related activities. Such activities may include but are not limited to executing product purchase transactions and responding to promotional offers on mobile phones. AMM captures the transactional activities between companies and consumers and willingness to accept promotional deals. More importantly, AMM also takes into consideration the idea of opt-in and opt-out or online permission based marketing. Despite the significant contribution of previous work, there is still a dearth of studies in the literature examining factors that impact consumers' acceptance of mobile marketing and mobile shopping behavior. In particular, examination of the social influence in explaining AMM offers is lacking. In order to fill this gap, we adapt a framework on mobile marketing by integrating two social influence factors to predict mobile marketing behaviors: social media attachment and number of peers. Therefore, the purpose of this study is to develop and empirically test a model to examine the effect of social media attachment and peer influence on consumer acceptance of mobile marketing offers. — .