Attitudes Toward and Behavioral Intentions to Adopt Mobile Marketing: Comparisons of Gen Y in the United States, France And China
International Journal of Mobile Marketing
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.
Copyright © 2012, Mobile Marketing Association
Mobile Marketing Association
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
Wells, Rebecca; Kleshinski, Catherine E.; and Lau, Terence, "Attitudes Toward and Behavioral Intentions to Adopt Mobile Marketing: Comparisons of Gen Y in the United States, France And China" (2012). Management and Marketing Faculty Publications. 61.
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Note: The Mobile Marketing Association's International Journal of Mobile Marketing is no longer in print.
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