Document Type

Article

Publication Date

Summer 2012

Publication Source

International Journal of Mobile Marketing

Abstract

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-­‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are more favorable, their intentions to adopt mobile marketing are not significantly different from the other two groups. For American and French Gen Y, although not for Chinese Gen Y, it appears that positive attitudes toward mobile marketing relate to positive behavioral intentions to adopt mobile marketing.

Inclusive pages

5-25

ISBN/ISSN

1939-1161

Document Version

Published Version

Comments

Note: The Mobile Marketing Association's International Journal of Mobile Marketing is no longer in print.

Permission documentation is on file.

Publisher

Mobile Marketing Association

Volume

7

Issue

2

Peer Reviewed

yes

Keywords

mobile marketing, Gen Y, attitudes toward mobile marketing, intention to adopt mobile marketing, cross-­‐cultural analysis of Gen Y, adoption of an innovation, diffusion of an innovation