國立虎尾科技大學 |

Factors Affecting Consumers' Behavioral Intentions when Adopting Mobile Marketing : = A Comparative Study Between the U.S. and Jordan.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Factors Affecting Consumers' Behavioral Intentions when Adopting Mobile Marketing :/
其他題名:	A Comparative Study Between the U.S. and Jordan.
作者:	Al-Haddad, Hadeel Bahjat.
面頁冊數:	1 online resource (144 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-09(E), Section: A.
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9781369743067

Factors Affecting Consumers' Behavioral Intentions when Adopting Mobile Marketing : = A Comparative Study Between the U.S. and Jordan.
Al-Haddad, Hadeel Bahjat.

Factors Affecting Consumers' Behavioral Intentions when Adopting Mobile Marketing :A Comparative Study Between the U.S. and Jordan. - 1 online resource (144 pages)

Source: Dissertation Abstracts International, Volume: 78-09(E), Section: A.

Thesis (D.B.A.)--Alliant International University, 2017.

Includes bibliographical references

This study aimed to investigate the factors that affect consumers' behavioral intentions to adopt mobile marketing and to find out whether these factors are significantly different in the U.S. and Jordan. The model of this study initially consisted of seven predictors and one outcome. The participants in the study were university students in the U.S. and Jordan, and they were selected using a convenience sampling technique. Paper-based and web-based surveys were developed and distributed to the participants in both countries. An Exploratory Factor Analysis (EFA), multiple regression, and the Mann Whitney U test were used to analyze the data in this study. The EFA reduced the number of factors from seven to five, and some factors were combined together as one factor.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369743067Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Factors Affecting Consumers' Behavioral Intentions when Adopting Mobile Marketing : = A Comparative Study Between the U.S. and Jordan.
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245 1 0 $a Factors Affecting Consumers' Behavioral Intentions when Adopting Mobile Marketing : $b A Comparative Study Between the U.S. and Jordan.
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500 $a Source: Dissertation Abstracts International, Volume: 78-09(E), Section: A.
500 $a Adviser: Mohammad H. Galib.
502 $a Thesis (D.B.A.)--Alliant International University, 2017.
504 $a Includes bibliographical references
520 $a This study aimed to investigate the factors that affect consumers' behavioral intentions to adopt mobile marketing and to find out whether these factors are significantly different in the U.S. and Jordan. The model of this study initially consisted of seven predictors and one outcome. The participants in the study were university students in the U.S. and Jordan, and they were selected using a convenience sampling technique. Paper-based and web-based surveys were developed and distributed to the participants in both countries. An Exploratory Factor Analysis (EFA), multiple regression, and the Mann Whitney U test were used to analyze the data in this study. The EFA reduced the number of factors from seven to five, and some factors were combined together as one factor.
520 $a The results showed that trust, observability and subjective norm, and relative advantage are the main factors that have a significant positive effect on consumers' intentions to adopt mobile marketing, and trust had the strongest effect among the factors. Complexity had a positive significant effect only on Americans intentions to adopt mobile marketing. The behavioral intention to adopt mobile marketing was higher in Jordan than it was in the U.S. The findings of this study provided several theoretical and practical contributions and shed the light on some factors that marketers may consider in developing their mobile marketing strategies. The study also proved that culture plays a great role in guiding peoples' intentions and behaviors.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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