Professional Documents
Culture Documents
BY
MAY, 2014
BY
MAY, 2014
ii
CERTIFICATION
This is to certify that this thesis, written by AKINBODE Mosunmola
Oluwafunmilayo
Dr. C. L. Moses
Co-Supervisor
Dr. O. S. Ibidunni
Head of Department
iii
DECLARATION
It is hereby declared that this thesis was undertaken by AKINBODE Mosunmola
Oluwafunmilayo. This research report is based on her original study, in the
Department of Business Management, School of Business, College of Development
Studies, Covenant University, under the supervision of Prof. J. A. Bello. Ideas and
views of this thesis are products of the original research undertaken by Akinbode, M.
O. and the views of other researchers have been duly expressed and acknowledged.
Akinbode O. Mosunmola
Researcher
Dr. C. L. Moses
Co-Supervisor
Dr. O. S. Ibidunni
Head of Dept. Business Management
Covenant University, Ota
Ogun State, Nigeria.
Prof. K. S. Adeyemi
Deputy Dean, School of Business
Covenant University, Ota
Ogun State, Nigeria.
Prof. I. O. Olurinola
Dean, College of Development Studies
Covenant University, Ota
Ogun State, Nigeria.
Prof. C. Ogbulogo
Dean, School of Post Graduate Studies
Covenant University, Ota
Ogun State, Nigeria.
iv
DEDICATION
This research project is dedicated to God Almighty for the grace, wisdom, strength
and ability afforded me to pull through despite the challenges and obstacles I
encountered during the course of this study. I say thank you Jesus.
ACKNOWLEDGEMENTS
I acknowledge God, the Almighty One, for being constantly faithful throughout this
research project. I owe you everything Lord, In you I live and have my being.
I acknowledge the Chancellor of Covenant University, Dr. David Oyedepo, for
receiving and running with the vision which gave me a place to be a partaker of that
mandate of rescuing the educational system of Africa from decadence. I say thank
you Sir.
My appreciation goes to the Management of Covenant University, starting from the
Vice-Chancellor, Prof. Ayo, C. K., the Deputy Vice-Chancellors, Prof. Abioye, T.
(DVC. Admininstration) and Prof. Atayero, A. A. A. (DVC. Academic), the
Registrar, Mr. Oludayo, O. A., the Dean of the College of Development Studies,
Prof. Olurinola, I. O., Deputy Dean of School of Business, Prof. Adeyemi, K. S. and
the Dean of School of Post graduate Studies, Prof. Ogbulogo, C., for their mentoring
role in ensuring that this thesis becomes a success and a reality.
My appreciation also goes to my ever energetic and impactful supervisor, Prof. Bello,
J. A. for constantly guiding me through the challenges I encountered in the course of
this research work. He made academics interesting by shedding light to the dark areas
of concerns. You are mostly appreciated Sir. To my co-supervisr, Dr. Chinonye L.
Moses, I cant but be grateful for your unending tutelage and mentorship before,
during and after the completion of this thesis, I say thank you Ma. To the Head of
Department, Business Management, Dr. Ibidunni, O. S., I want to appreciate you Sir,
for your support and help in making this thesis a success. I say thank you Sir. Also,
my gratitude goes to the professors in the Department of Business Management: Prof.
Adeyemi, K. S. and Prof. Dayo Ade-Turton. I.
Many thanks to lecturers in the department of Business Management, especially, Dr.
Worlu, R.E, Dr. Adegbuyi, O.A, Dr. Kehinde, O. J, Dr. Akinyele, S.T,
Dr. Iyiola,
O.O, Dr. Osibanjo, A.O, Dr. Abiodun, A.J., Dr. Adeniji, A.A, Mr. Ogunnaike, O.O,
Mrs. Ogbari Mercy, Mrs. Borishade Taiwo, Mrs. Aka Deborah and Mrs. Adeniji
Chinerem for their constant support and guidance in making the completion of this
thesis a success, I say thank you all. To lecturers in other departments in the College
of Development Studies, who contributed in one way or the other to the successful
vi
completion of this thesis I say thank you to all most especially to: Dr. Gberevbie, D.,
Dr. Iyoha, F., Dr. Babajide, A., Prof. Gesinde, A. M., Dr. Oyero, O., Dr. Amodu L.,
Dr. Alege, P., Dr. Amoo, E., Dr. Adekeye, O., Dr. Idowu, A., Dr. Okorie, N., Mr.
Olorunyomi, B. for their support before, during and after this research work. To Dr.
Obamiro J. K. and Dr. Oyeniyi, O.I. of the Lagos State University Ojo, I say a very
big thank you for your unflinching support, assistance and mentorship in setting me
on the right track for academic excellence leading to the successful completion of this
thesis.
My profound gratitude goes to all my respondents (students of Lagos State
University, University of Lagos, Yaba College of Technology, Lagos State
Polytechnic and students of Adeniran Ogunsanya College of Education) for their
support towards the completion of this thesis by providing me with the needed
information, I say thank you. Also, to all the authors whose materials and literature
were helpful to the success of this academic pursuit, you are most appreciated.
Many thanks go to the Covenant University Library, on-line libraries (Jstor, Sage,
EBSCO, etc) and reputable journals of higher learning, who provided
me with
substantial information and materials relevant to the success of this thesis and thanks
for broadening my horizon of knowledge.
I cannot just forget my most wonderful, caring, loving and gracious father, G.A.T.
Akinbode, for his unflinching love and support to me, whose best legacy on earth to
any child is education. You made me what and who I am today by the help of God.
You are such a wonderful father and I am most thankful for constantly being there for
me. You are most appreciated.
Also, many thanks to my wonderful siblings, Mr. Akintokunbo and wife (sister
Kemi), sister Morenike and her husband (uncle Victor), sister Bukky and Olaoluwa,
you are just too wonderful and terrific.
impossible without you all. My appreciation also goes to Praise, Precious, David and
Deborah, whom I fondly call my children, I love you all.
To my honey-pie and love Mr. Ademola Tosin Adeyeye, you are God-sent. Thanks
for your understanding and support in all situations culminating in the successful
vii
completion of this thesis. Thank you for your unflinching love and care towards me, I
will forever be grateful.
Special thanks to all my colleagues especially those in my department, Mr. Oludayo,
M, Mr. Agboola, G.M. and Mr. Epetimehin, S. for letting us move ahead in one spirit,
soul and body. I appreciate you. I cant just forget my good friend, Mr Ikioda
Emmanuel, for your continuous encouragement, support and care, you are such a rare
friend and a brother. I say a big thank you.
To all who have contributed in one way or the other to the success of this thesis, you
are appreciated and I say a big thank you.
Finally, to all my friends especially (Bunmi Ojo Kehinde, John David, Omole Yemi,)
and well-wishers who may have one way or the other contributed to the success of the
program and thesis, I pray that God will shower his blessings upon you all.
To my Rock of ages, my hope for years to come, the author and finisher of my faith, I
say thank you, Lord. It is in you I live and have my being, I appreciate you Lord
Jesus and I say thank you Jesus for how far you have brought me and the height you
are taking me to. All glory, honour and praise are ascribed to you and to your name
forever. Amen.
THANK YOU.
viii
ABSTRACT
Advances in Information and Communication Technologies are not only offering new
marketing channels of communication and interactivity to companies but also
significantly influencing the ways in which organisations conduct their businesses
and marketing activities. Marketing on Mobile devices has become one of the most
popular channels of communicating with intending and potential customers,
particularly in the form of text advertising through Short Messaging Service. This
study is aimed at examining the influence of mobile Marketing on consumer Purchase
Behaviour among mobile phone users in organized institutions in Lagos State. The
objectives of this study are to examine the effect of marketing messages on consumer
attitude, to identify the effect of marketing messages on purchase behaviour and to
examine consumer factors that significantly influence attitude towards mobile
marketing. To achieve the objectives, four hypotheses were formulated from the
structure of the research questions. This study was anchored on three theories:
learning theory, involvement theory, and theory of reasoned action. The study
employed cross-sectional survey design and the data required for this study were
gathered using a structured questionnaire. One thousand two hundred (1200) copies
of the questionnaire were administered to University students and employees in
selected organisations. One thousand and forty three (1043) copies were retrieved
out of which One thousand and twenty (1020) copies were used for analysis. Validity
and reliability of the research instrument was carried out using composite reliability,
content and construct validity. Multi-stage sampling and systematic random
sampling techniques were used to select the respondents for this study. Multiple
regression was used to test the stated hypothesis with the use of structural modeling
technique. The first hypothesis revealed that there is a significant positive effect of
marketing messages on consumer attitude (C.R values were greater than 1.96 and P
values less than 0.05). The second hypotheses revealed that consumer attitude
towards marketing messages have a positive influence on purchase behaviour (C.R
values were greater than 1.96 and P values less than 0.05). The third hypothesis
revealed that there is a significant positive effect of marketing messages on purchase
behaviour (C.R values were greater than 1.96 and P values less than 0.05). The
fourth hypothesis tested revealed that there is a significant influence of consumer
factors (except for innovativeness, existing knowledge and social norms) on attitude
towards marketing messages (C.R values were greater than 1.96 and P values less
than 0.05). Based on these findings, the study recommended that: (i) mobile
marketing managers should determine target customers and understand their
demographic characteristics in order to develop successful mobile marketing
programmes and strategies; (ii) Marketing messages should be personalized to
consumer needs in stimulating positive attitude and response towards the advertised
product/service; (iii) Marketers should frequently communicate with their customers
in order to build customer loyalty; (IV) organizations and advertisers should seek
consumers consent before sending them marketing messages, as mobile phones are
considered personal assets to the owners; (v) Organisations should ensure that their
marketing messages are creatively designed in order to yield value to the consumer.
ix
TABLE OF CONTENTS
Page
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iii
iv
v
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ix
x
xiii
xvi
xvii
xviii
xix
xx
Title Page
Certification
Declaration
Dedication
Acknowledgements
Abstract
Table of Contents
List of Tables
List of Figures
List of Charts
List of Models
List of Appendices
List of Abbreviations
CHAPTER ONE:
INTRODUCTION
1.1
Background to the Study
1.2
Statement of Research Problem
1.3
Research Questions
1.4
Research Objectives
1.5
Research Hypotheses
1.6
Significance of the Study
1.7
Scope of Study
1.8
Outline of Chapters
1.9
Operationalization of Research Variables
1.10 Definition of Terms
1
3
5
6
6
6
7
8
9
11
CHAPTER TWO:
LITERATURE REVIEW
2.1
Conceptual Framework
2.1.1 The Nigerian Telecommunication Industry
2.1.2 What is Mobile Marketing
2.1.3 Development of Mobile Marketing
2.1.4 Characteristics of the Mobile Phone
2.1.5 Mobile Marketing Tools
2.1.6 Short Message Service as a Mobile Marketing
2.1.7 Drivers of Mobile Marketing
2.1.8 Benefits of Mobile Marketing
2.1.9 Types of Mobile Marketing
2.1.10 Forms of Mobile Marketing Tools
2.1.11 Fundamental Issues in Mobile Marketing
12
13
15
17
19
20
21
22
22
26
27
33
2.1.12
2.1.13
2.1.14
2.1.15
2.1.16
2.1.17
2.1.18
2.2
2.3
2.4
39
44
50
73
76
86
Theoretical Framework
2.2.1 Theories of Mobile Service Adoption
2.2.2 Theories of Consumer Behaviour
Empirical Framework
Gap in Literature
93
93
100
109
119
CHAPTER THREE:
METHODOLOGY
3.1
Study Area
3.2
Research Design
3.3
Population of the Study
3.4
Sample Size Determination
3.5
Sampling Technique
3.6
Sampling Frame
3.7
Sources of Data
3.8
Data Collection Method and Procedure
3.9
Research Instrument and Design
3.10 Validity of Research Instrument
3.11 Reliability of Research Instrument
3.12 Method of Data Analysis
87
88
122
123
123
124
124
127
127
128
129
136
138
139
CHAPTER FOUR:
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF
RESULTS
4.1 Presentation of Data
142
4.1.1 Response Rate
142
4.2
Data Analysis and Interpretation
144
4.2.1 Analysis of Demographic Data
144
4.2.2 Descriptive Analysis of Data on Mobile Phone usage
147
4.2.3 Respondents Rate of Receiving Mobile Marketing Messages
158
4.2.4 Respondents Preference Density for Mobile Marketing Messages 161
4.2.5 Respondents Behavioural Response to Marketing Messages 167
172
4.2.6 Descriptive Analysis of data on Relevant Variables
4.2.2 Collation and Analysis of Open-ended Questions
183
xi
4.3.5
4.3
185
195
202
205
206
208
210
CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1.1 Summary of Work
5.2
Discussion of Findings
5.2.1 Summary of Theoretical Findings
5.2.2 Summary of Empirical Findings
5. 3
Conclusion
5.4.1 Implication of Findings
5.4.1 Implication for Practice
5.4.2 Policy Makers and Government
5.5
Recommendations
5.6
Limitations of the Study
5.7
Suggestions for Further Research
5.8
Contribution to Knowledge
215
216
216
218
222
224
224
226
227
228
230
232
REFERENCES
234
xii
LIST OF TABLES
Table 2.1:
Table 2.2:
Table 2.3:
Table 2.4:
Figure 2.5:
Table 3.1:
Table 3.2:
Table 3.3:
Table 3.4:
Table 3.5:
Table 3.6:
Table 4.1:
Table 4.2:
Table 4.3:
Table 4.4:
Table 4.5:
Table 4.6:
Table 4.7:
Table 4.8:
Table 4.9:
Table 4.10:
Table 4.11:
Table 4.12:
Table 4.13:
Table 4.14:
Table 4.15:
Table 4.16:
Table 4.17:
38
54
80
82
117
126
129
131
131
132
134
143
144
159
161
167
168
169
170
171
172
173
173
174
175
175
176
177
Table 4.18:
Table 4.19:
Table 4.20:
Table 4.21:
Table 4.22:
Table 4.23:
Table 4.24
Table 4.25:
Table 4.26:
Table 4.27:
Table 4.28:
Table 4.29:
Table 4.30:
Table 4.31:
Table 4.32:
Table 4.33:
Table 4.34:
Table 4.35:
Table 4.36:
Table 4.37:
Table 4.38:
Table 4.39:
Table 4.40:
Table 4.4:
Table 4.42:
Table 4.43:
Table 4.44:
Table 4.45:
Table 4.46:
Table 4.47:
Table 4.48:
Table 4.49:
Table 4.50ai:
Table 4.51bi:
Table 4.52ci:
Table 4.53a:
Table 4.53b:
xiv
177
178
178
179
179
180
180
181
181
182
183
183
184
185
186
186
187
187
188
188
189
190
190
190
191
192
192
192
193
193
194
196
197
198
198
202
202
Table 4.53c:
Table 4.54a:
Table 4.54b:
Table 4.55a:
Table 4.55b:
Table 4.55c:
Table 4.56a:
Table 4.56b:
Table 4.56c:
Table 4.57:
xv
203
205
205
206
207
207
209
209
209
210
LIST OF FIGURES
Figure 2.1:
Figure 2.2:
Figure 3.1
Figure 4.1
Figure 4.2
Figure 4.3
xvi
32
41
125
203
205
207
LIST OF CHARTS
Chart 2.1:
Chart 4.1
Chart 4.2
Chart 4.3
Chart 4.4
Chart 4.5
Chart 4.6
Chart 4.7
Chart 4.8
Chart 4.9
Chart 4.10
Chart 4.11
Chart 4.12
Chart 4.13
Chart 4.14
Chart 4.15
Chart 4.16
Chart 4.17
Chart 4.18
Chart 4.19
Chart 4.20
Chart 4.21
Chart 4.22
Chart 4.23
xvii
60
146
147
148
148
149
149
150
150
151
151
152
153
153
154
155
155
156
157
158
163
164
165
166
LIST OF MODELS
Model 1.1:
Model 2.1:
Model 2.3:
Model 2.4
Model 2.5
Model 2.6
Model 2.7
Model 2.8
Model 2.9
Model 2.10
Model 2.11
Model 2.12
Model 2.13
Model 4.2
xviii
10
50
64
69
70
85
89
89
90
91
94
95
96
195
LIST OF APPENDICES
Appendix 1
Appendix II
Research Questionnaire
Reliability Analysis and Inter-item Correlation of
Questionnaire Items
Appendix III Principal Component Analysis of Variables
Appendix IV Measurement and Structural Model for Marketing
Messages and Purchase Behaviour Items
Appendix V Measurement and Structural Model for Factors Influencing
Consumer Attitude towards Marketing Messages
xix
274
287
292
303
308
LIST OF ABBREVIATIONS
SMS
MMS
GSM
GPS
MMA
WAA
PDA
IMC
GPRS
MM
Mobile Marketing
xx
CHAPTER ONE
1.0
INTRODUCTION
erena, by allowing companies to announce their products and services, develop customer
relationships through direct personalized and interactive message response from customers
(Sultan and Rohm, 2005).
Different reasons constitute the rise in the use of mobile devices. According to Grant and
Donohoe (2007), the combination of video and audio contexts in one mobile device absolutely
increased the usage of mobile devices, flexibility in communication and information sharing
have become possible with improvements in mobile technology and integration of internet and
computing into a mobile medium (Siau, Sheng and Nah 2005) and the possibility of reaching
information anytime and anywhere triggered the improvements of mobile devices (Deans, 2005)
The potential of interaction with consumers, target marketing and managing consumer
relationship made mobile devices an important channel for marketers (Grant and Donohoe,
2007). Mobile marketing have become powerful tool for marketing communication and
information dissemination (Nysveen, Pdersen, Thorbjornsen and Berthon, 2005). This has made
it easier for consumers to compare marketing information, product offerings, and prices before
significant purchase decisions is made by the consumers. With this level of information at
consumers disposal, consumer behaviour has become increasingly difficult to predict by
marketers (Urban, 2004), as consumers expect transparency and real-time interactions with the
organisation
The mobile phones are no longer used for communication alone, according to Michael and
Salter (2006), who stated that the world has entered a new era called, the all mobile era.
According to them, the mobile phones or rather said, smartphones, do it all, from browsing the
internet for information to ordering of online products, mobile banking and paying of bills.
The mobile phone is set to become the Third Screens after TV and computer, according to Asif
(2011). As with other traditional marketing programmes, consumer attitude play an important
role in determining the success of using the mobile device by marketers as a platform for
communicating, creating sales and building relationships with their consumers. The acceptance
of mobile device by consumers is influenced by, amongst others, the perceived utility of the
content and the perceived risk associated with data security and consumer privacy (Bauer,
Barnes, Reichardt and Neumann, 2005).
2
The mobile phone is seen as a personal device (Barwise and Strong, 2002; Tsang, Ho and Liang,
2004) and as such, marketing messages are expected to meet the individual need and possibly
take the form of permission marketing (a message either in form of SMS and MMS that has been
requested by the consumer as part of an opt-in scheme requiring the consumer to indicate their
consent to receive commercial messages and information of interest to them) in order to
stimulate a positive response from the consumer. A mobile device is a possession many people
carry with them and text messaging is generally used for one-to-one contact, which is why a
more personal approach seems to be required in mobile marketing in order to generate a
favourable attitude from the consumer (Barwise and Strong, 2002). Intrusion of marketing
messages into this personal device often lead to irritation, especially when the mobile phone is
seen as an extended self, of the consumer as identified by Kolsaker and Drakatos (2009).
Despite the huge marketing potentials of personalized and interactive messages presented by
communicating with customers using the mobile phone device, academic research in this area is
still in its early stages (Barnes and Scornavacca, 2004; Muk, 2007 and Carroll, Barnes,
Scornavacca, and Fletcher, 2007). A strong need for empirical research is articulated by
practitioners and academics. This thesis responds to this call for more research and theoretical
development in this area. Thus, this study contributes to the understanding of the influence of
mobile marketing messages on consumer purchase behaviour.
1.2 Statement of the Research Problem
Attitude toward marketing activities and especially advertising in the traditional channel (print
and broadcast media), have been studied widely in the literature because they have a
considerable impact on measuring the effectiveness of these channels on consumer purchase
decisions. The findings have been controversial across various channels of traditional marketing
communication media (Moore, 1983; Zanot, 1984; Shavitt, 1998; Schlosser, 1999) as mobile
communicators cannot exactly predict or determine the influence of mobile marketing messages
on consumer attitude and purchase behaviour (Haghirian and Madiberger, 2005). Thus, this has
necessiatated the need to assess the influence of mobile marketing messages on consumer
purchase behaviour.
Consumer attitude towards marketing messages varies according to the communication media
used, message content and consumer factors. Advertising research has shown that the effects of
advertising activities on consumers are determined by the influence of advert message on
consumers attitude, the advertising company and the media (MacKenzie and Lutz, 1989;
Ducoffes, 1995). Thus, there is a need to identify and assess factors which contribute negatively
or positively to attitude formation of consumers towards mobile marketing messages.
Marketing communication strategy depends largely on consumer attitude and behaviour towards
the company and its product (Jun and Lee, 2007). The study of consumer attitude has become
imperative in a bid to ensure consistent purchase of marketing products/services. Consumers
attitude about marketing information are a direct indication of how they feel about the product
itself, which reflects in their decision on whether or not to purchase the advertised product
(Solomon, 2004). Given the mobile device as a new and emerging platform of marketing
communication, it has become imperative for this study to examine how marketing messages
through this new medium (the mobile phone) affects consumer attitude.
Substantial review of the literature (Haghirian and Madiberger, 2005; Tsang, 2004; James, 2004;
Jun, 2007 and Maneesoonthron, 2006) shows that little research has been conducted with regards
to the effect of marketing messages on consumer purchase behaviour. This is particularly
important because the success of marketing messages through the mobile phone device relies on
the responsiveness of consumers to such messages (Bauer, et al., 2005). Review of mobile
marketing literature has also shown that most of the studies were conducted in developed
countries where their findings, due to cultural differences and differences in the adoption rate of
technology, may not be directly applicable to the Nigerian context (Barwise and Strong, 2002;
Tanakinjal, Deans and Gray 2010;. Xu, 2006).
Consumers complex nature is shaped by many factors (personal beliefs, purchase experiences
and marketing programs and communication) which ultimately influences their decision making
process (Posavac, 2012). Consumers have different views on marketing messages received about
products/services which influences their attitude and ultimately translate into a particular action.
Thus, having a favourable attitude may not necessarily lead directly to purchase and a person
may have a negative attitude but a positive purchase or use behaviour (Copley, 2004).
4
(ii)
(iii)
(iv)
(ii)
(iii)
(v)
marketing.
(ii)
(iii)
(iv)
model validation in consumer behaviour and mobile service usage. This study helps to create
areas of further research in mobile marketing using other mobile devices.
The validated model in this study provides a useful framework for marketing managers
considering the possibility of using the mobile phone platform in dessiminating marketing
messages to their target customers. Findings from this study will assist managers in planning and
implementing their marketing campaigns on the mobile phone platform. The result of this study
will help marketing managers understand the behaviour of mobile phone users which will help
them in strategy formulation on how to target and stimulate a favourable purchase decision
towards their product/service. This study contributes to the understanding of consumer behaviour
towards marketing messages from the perspective of mobile phone users in the Nigerian context,
which may be applied by industry practitioners and telecommunication service providers.
This study is relevant to policy makers and government regulatory bodies in the
telecommunication, advertising and communication industry. These group is expected to utilize
the outcome of this research for operative and implementation of policies at both the macro and
micro levels that will protect the rights, privacy and personal data of the consumers and mobile
phone users especially in Nigeria, where marketing activities via the mobile phone device is an
emerging platform. The outcome of this study will provide areas for policy restructuring,
regulation and monitoring of mobile service providers, advertisers as well as organizations who
intend to use the mobile phone as a channel of communicating their products and services to
target consumers. The results of this study will be valuable for the government and policy
makers in developing policy about unsolicited messages in order to improve the business
environment for advertisers and marketers.
This study covers mobile phone owners and users (cell phones and smart phones) in Lagos State.
This study focuses on cell phone and smart phone users because this class of phones allow basic
application of SMS, MMS and mobile internet facilities. These applications are suitable for
interactivity between the marketing firm and the mobile phone user. This study covers mobile
phone users of any of the four mobile telecommunication players (MTN, Glo, Airtel and Etisalat)
in Lagos State, who use mobile phone and have received marketing messages in form of adverts,
sales promotion information, product information, alerts/confirmation messages, competition and
poll voting messages, textto-win, call to action, mobile shopping and mobile web adverts on
their mobile phones.
Also, this study focuses on youths, and adult (young and old) who use mobile phone in Lagos
State. These classes of people have been identified as the major segments of interest for mobile
advertising and they constitute major users of mobile services. Teenagers and adults, especially
university students, are said to be more open and responsive to new information communication
technologies on mobile devices (Lightner, Yenisey, Ozok, and Salvendy, 2002; Pijpers,
Bemelmans, Heemstra, and Montfort, 2001), and as such, they constitute part of the focus of this
study.
Therefore,
Purchase behaviour = f (Marketing Messages and Consumer Attitude)
Where:
Purchase Behaviour (y) = y1, y2, y3, y4 y n.
y 1 = Intention
y 2 = Actual purchase
y 3 = Satisfaction
y 4 = Loyalty
Purchase
H3
Messages
Behaviour
Intention
Promotional
Relational
H1
Consumer
Attitude
H2
Personalization
Actual
Purchase
Satisfaction
Interactivity
H4
Frequency
Factors Influencing Consumer Attitude
Innovativeness
Privacy and Permission
Existing Knowledge
Perceived Risk
Attitude to Advertising
Trust
Entertainment
Perceived Value
Social Norms
Source: Researcher 2013
10
Loyalty
11
CHAPTER TWO
LITERATURE REVIEW
This section is divided into; conceptual issues, theoretical literature and empirical literature.
Under the conceptual issues, the views of different authors in relation to marketing
communication, marketing mix, mobile marketing, consumer behaviour, and legal issues on
privacy and permission are discussed. The theoretical literature looks at the theories of mobile
service adoption and consumer behaviour theories. Empirical literature looks at the results of
previous works in the adoption of consumers to mobile service, acceptance of consumers to
receiving marketing messages on the mobile phone device and attitude of consumers towards
mobile advertising and marketing.
It captures mobile
advertising by discussing its main characteristics, mobile advertising campaigns and forms and
the limitations of mobile advertising. The concept of attitude, attitude formation, change and
consumer attitude learning was discussed.
This chapter also focus on the consumer view of mobile marketing. In this context the
acceptance and efficiency of mobile marketing will be reflected in addition to consumer
perceptions, responsiveness and attitudes. Moreover, permission, privacy and perceived risk as it
relates to mobile marketing context will be reviewed among other factors influencing consumer
attitude formation towards mobile marketing.
2.1.1 The Nigerian Telecommunication Industry
The Nigerian telecoms market is the biggest and fastest growing in Africa, and the eighth fastest
growing in the world. Liberalisation of the market, strong independent regulator and dynamic
growth from mobile operators has brought about steady growth since the start of the decade. In
Nigeria, the mobile phone has been instrumental to the rapid increase in telecommunications
accessibility. Before digital mobile telephony was introduced in Nigeria in 2001, Nigeria had
12
less than 500 thousand telephone lines. Today the story is different with the number of telephone
lines in the country is now above 150 million for mobile (GSM) and over 12 million for mobile
(CDMA) as at July, 2013 (NCC Report July 2013). Also, as at July 2013, teledensity had reached
81.87%, up from 56.3% in April 2010 and from 0.73% in 2001 (NCC Report, 2013). The
Nigerian Communications Commission predicts that teledensity will reach 90-100% by 2020.
The provision of mobile telecommunications services in Nigeria first began in 1992, arising
from a joint venture between NITEL and Digital Communications Limited (DCL) of Atlanta
in the now famous Mobile Telecommunications Services Limited or MTS. MTS was therefore
the first and only provider of mobile (analogue) services from 1992 until 1995 when its services
were suspended following major disagreements between NITEL and DCL. In 1996 the Federal
Government incorporated the state-owned Nigerian Mobile Telecommunications company (MTEL) to continue the sole provision of national mobile services to the public.
The telecoms industry was liberalised in 1999, following the establishment of the sectors
independent regulator, the Nigerian Communications Commission (NCC) in 1992. In 2003, the
Nigerian Communications Act reduced the role of the Ministry of Information and
Communications to policy-making, thus giving the NCC the power to regulate the industry
without intrusion. In 2006, the NCC introduced technology-neutral Unified Access Service
Licences (UASL), so that providers can offer fixed, mobile and data services using the
technology of their choice. Nigerias telecoms policy was formulated in 2000, and to bring it into
line with developments since then, the Ministry of Information and Communications is in the
process of redrawing the policy. The government has identified several key policy areas to be
addressed: these include the phased adoption of sustainable energy in telecoms, to counter the
high energy costs that are adding to operating expenditure and being passed on to subscribers.
Other policy directions include the merger of the NCC with the Nigerian Broadcasting
Commission (NBC), to take into account the changing nature of modern media, the introduction
of number portability and the reduction of interconnection charges.
The NCC began licensing network operators in 1996. However, due to political setbacks caused
by the acting military government at the time, the markets potential was not exploited and it
continued to suffer from underinvestment. During the same year, Nitel was brought under the
13
supervision of the NCC, and a subsidiary, Mtel, was created to manage the companys mobile
service and network.
A new telecom policy was introduced in 2000 that commenced full liberalization of the industry.
In February 2001, the NCC awarded digital mobile licenses in the GSM900 and GSM1800 bands
for an initial period of 15 years to four companies: MTN, Communications Investment Limited
(CIL), Econet Wireless (formerly VMobile, Celtel, Zain and now Airtel) and Mobile
Telecommunications Limited (Mtel Ltd). Following CILs inability to pay the full sum of
$285m, it had its licensed revoked.
MTN and Zain launched service in May and August 2001, respectively, and have since deployed
their networks across Nigerias 36states. In September 2002, Glo Mobile also received a digital
mobile GSM license to provide service in all parts of the country. National carrier licenses were
issued to Glo Mobile and Nigerian Telecommunications (Nitel) in September and November of
2002 respectively. In the same year, both companies were also issued international gateway
licenses for 20 years, until 2022, along with Prest Cable & Satellite TV Systems. In January
2007, the Mubadala Development Company, a business development and investment company
based in Abu Dhabi, was issued a license for the provision of mobile, fixed and broadband
services. Etisalat joined Mubadala during the same year as its operational partner in Nigeria, and
the company launched mobile GSM service in October 2008.
In March 2007, the NCC awarded four UMTS licenses in the 2GHz band. Only four operators
bid for these licenses, including three mobile operators MTN Nigeria, Glo Mobile, Zain (now
Airtel Nigeria). To date, all licensed operators except Alheri Engineering have launched 3G
Services in Nigeria. In 2009, the NCC also announced plans to register all GSMenabled SIM
cards: starting in the first quarter of 2010, all unregistered SIM cards will be disconnected. The
NCC has also established a committee to implement mobile number portability (MNP) for
mobile networks in Nigeria, but no official date or specific plans have been communicated so far
Mobile Telecommunication sector have multiple positive effects in Nigeria. Their economic
benefits extend beyond the investment that network operators allocate to license fees, taxes and
network equipment to include: End user spend money on mobile telecom services, Telecom
operator spending on marketing, distribution, maintenance, training, support and network
14
enhancements have significant effects, Mobile operators create employment, both direct and
indirectly, and invest in the development of the labour force, Mobile services have a wider
economic impact, since they enable a different way of conducting business, reducing the time
and cost of transactions, improving access to markets, commoditizing information and generally
allowing businesses to operate more efficiently.
.
2.1.2 What is Mobile Marketing
In the same way that mobile commerce is an evolving field of research, mobile marketing is still
in its infancy. However, academic research in this field has been, to a large extent, inconsistent
and fragmented because the mobile phone is a relatively new channel for marketing
communication (Leppniemi, Sinisalo, and Karjaluoto, 2006). This is due to the fact that a
common conceptualization of the phenomenon is still missing. Furthermore, the overall
development of theory in mobile marketing communications is certainly needed (Leppniemi, et
al., 2006). However, that is not to say that the studies do not provide important insights into the
mobile marketing domain. Instead, great work has been done, and the existing literature
contributes substantially to the understanding of this complex, multidimensional phenomenon
(Venkatesh et al., 2003).
The review of the mobile marketing literature has shown that practitioners and academics have
proposed numerous definitions of mobile marketing, but a common agreement on its definition is
still lacking. Mobile Marketing Association (2005) has suggested that mobile marketing is any
form of marketing, advertising or sales promotion activity aimed at consumers and conducted
over a mobile channel. Scharl, Dickinger and Murphy (2005) defined mobile marketing as
using a wireless medium to provide consumers with time- and location-sensitive, personalized
information that promotes products, services and ideas, thereby benefiting all stakeholders. Also,
Wireless Advertising Association (WAA) defines mobile marketing as releasing advertising
messages to mobile phones or PDAs through the wireless network (Xu, 2007). According to
Advertising age (2006), mobile marketing is defined as the use of wireless media as an
integrated content delivery and direct-response vehicle within a cross-media marketing
communications program.
15
According to Leppniemi et al. (2006), mobile marketing is the use of the mobile medium as a
means of marketing communications. Also, Mobile marketing or wireless marketing is a subset
of electronic-marketing and is defined by Dickinger, Murphy and Scharl (2004) as using a
wireless medium to provide consumers with time and- location-sensitive, personalized
information that promotes goods, services and ideas, thereby benefiting all stakeholders.
Mobile marketing can also be seen as: All activities required to communicate with customers
through the use of mobile devices in order to promote the selling of products or services and the
provision of information about these products and services (Ververidis and Polyzos, 2002).
Pousttchi (2006) argued that marketing experts consider that the mobile device is an extremely
promising marketing tool to overcome the major challenges of getting time and the attention of
consumers than the present mass media. Barwise and Strong (2002) also stated that the
importance of mobile phones to end users has certainly been recognised by marketers, who view
this as a communication channel with huge potential.
The Mobile Marketing Association (MMA, 2009) stated that the core of the definition of mobile
marketing must consists of at least two parts. The first part is set of practices including
activities, institutions, processes, industry players, standards, advertising and media, direct
response, promotions, relationship management, CRM, customer services, loyalty, social
marketing, and all the many faces and facets of marketing. The second part is to engage
which means to start relationships, acquire, generate activity, stimulate social interaction with
organization and community members, and be present at time of consumers expressed need
(MMA, 2009). According to Becker and Arnold (2010), mobile marketing is a set of practices
that enable organizations to communicate and engage with their audience in an interactive and
relevant manner through any mobile device.
An assessment of the various definitions above indicates that the attractiveness of mobile
marketing lies in its potential to target consumers in a specific content as identified by Barnes
(2002a) and Muk (2007). In this regard Sultan and Rohm (2005) suggest that mobile devices
allow marketers to deliver personalized, context and location based messages to a specific target
audience. Review of the literature shows that, four different terms, namely mobile marketing,
mobile advertising, wireless marketing, and wireless advertising, are interchangeably used to
define the concept of mobile marketing media. Putting all the definitions together, mobile
16
marketing can be referred to as marketing activities and programs performed via mobile devices
(mobile phones, PDA, I Pads, Tablets etc) in mobile commerce.
17
(Yen and Chou, 2000; Aungst and Wilson, 2005). This led to the emergence of mobile
marketing.
Development in telecommunication industry especially the Mobile devices including the mobile
phone have facilitated the growth of mobile marketing. Initially, the wireless service delivered
analogus signals which transmitted voice calls only (MMA Global, 2008). The development of
the 2G services including global system for mobile communications (GSM) were expanded
widely, using voice and data transmission (Barnett, Hodges,and Wilshire, 2000). This led to the
use of only short messages, SMS, through mobile phones. In this era, mobile marketings main
means of communication was via text messages or SMS technology. This technology (SMS)
allows marketers to send messages to consumers via their mobile handsets (Zhang and Mao,
2008; Xu, 2006). Research during this era have shown that consumers response to mobile
marketing messages were negative and irritating (Muk, 2007) and consumers perceive the
various messages as invasion of privacy (Windham and Orton, 2002; Monk, Carroll, Parker, and
Blythe, 2004).
The next development was the 3G wireless services which enabled a higher data transfer rate and
a variety of multimedia communications (MMA Global, 2008). According to Zeng et al. (2009)
and Bao (2010), the 3G offered advanced voice capacity, video streaming, high quality image
transfer services, internet access and it provides various services such as web browsing, video
conferencing, e-commerce applications and personalized information services. These features
made mobile marketing attractive to marketers as its provides a wide array of opportunities to
communicate with their target market via the mobile phone (Yang, 2010).
Developments in mobile screen technology increased the resolution and provided an opportunity
for advertisers to implement higher quality images and banners on mobile devices (Mobile
Marketing Association, 2007). Consequently mobile advertisers can produce more efficient
advertisements with higher quality, richer and bigger screen (Varshney, 2008).
The 3G technology led to the emergence of Global Positioning System (GPS) which facilitated
the development of Location based marketing and proximity marketing (Liu et al., 2010) on the
mobile media. Location based marketing refers to targeting consumers with mobile marketing
messages in a particular location (Tsang, Shu and Ting, 2004; Leek and Christodoulides, 2009).
18
Proximity marketing refers to the delivery of marketing messages content to mobile devices
through the use of bluetooth (Becker and Arnold, 2010). The Latest development in mobile
technology that has influenced mobile marketing is the mobile application according to Ho,
Hui and Syu (2010). According to studies in the literature (Becker and Arnold, 2010; Ho et al.,
2010), mobile applications are used for branding and advertising purposes. And these have been
used both globally and locally. For example, organisations in the telecommunication industry
(MTN, Glo, Airtel and Etisalat) and banking sector have mobile applications for their products
2.1.4
The mobile phone as a marketing medium provides a wide range of opportunities to marketers,
marketing service providers and mobile operators (Clarke, 2001). Mobile devices, as a new
channel for marketing communication, have many new features and opportunities in comparison
with the traditional media (Karjaluoto, Leppniemi, and Salo, 2004). Compared with desktop
computers, mobile phone device have the following characteristics as identified by Barnes,
(2002) and Kannan Chang and Whinston (2001).
(i) Ubiquitous availability: Ubiquity is a primary advantage of the mobile device. It refers to
the ability of users to receive information and perform transactions wherever they are and
whenever they want (Clarke, 2001). According to Michael and Salter (2006), this ability
can be realised as the mobile device is portable and is switched on most of the time.
Leino ( 2010) further explained that mobile phone users carry their mobile phones with
them everyday and everywhere they go.
(ii) Personal usage: Handheld devices often carry the users identity and are often used in the
personal context. The mobile phone is highly personal, rarely used by anyone except its
owner (Bauer et al., 2005). It is also equipped with a SIM (subscriber identification
module) card that can store personal information and identity (Junglas and Watson,
2003). For teenagers, a mobile phone is used as a means of self-expression, as its features
(e.g. ringtone, display), are personalised to reflect the preferences of its user (Walsh and
White, 2007). For adults, the mobile medium becomes more personal when it contains
important information, such as contacts and messages (Bauer et al., 2005).
19
(ii) Wireless application protocol (WAP) is a technology that offers Internet browsing from
wireless devices (Turban and King, 2003). WAP can thus be used as a channel of
information between Internet and mobile devices. WAP enable the user to access e-mail,
the latest news, sports and other events, irrespective of location or time (Iddris, 2006).
With WAP service consumers use the normal mobile network with a special Internet
service provider (ISP) that offers mobile Internet facilities (Iddris, 2006).
(iii) Multimedia Messaging Services (MMS), like most messaging, is person-to-person
communication, with user-created content (Xu, 2006). Based on the SMS, the ability of
20
MMS adds pictures and sounds. It has enhanced graphics and sound that incorporate images
and jingles for introducing additional product or service, and it can also be used for the
display of a number of new product lines in merchandising (Mattheus in Inman, 2004).
high reach, low cost, and high retention and response, ability for customization and automation
as identified by Botha, Bothma and Geldenhuys (2004); Haghirian and Madlberger (2005) and
Barnes (2002).
2.1.7 Drivers of Mobile Marketing
Several reasons account for the use of mobile devices as channels for marketing communication
and activities. (Leppniemi and Karjaluoto, 2008; Yiwen, 2012). The following constitute
drivers of mobile marketing. Firstly, the small size of mobile devices makes it portable and can
be easily carried around according to Hosbond and Skov (2007). The portability of the mobile
device makes it handy and always with its owner (Leino, 2010). According to Vrdoljak, Vrdoljak
and Skugor (2000), handheld devices builds intimacy with its owners and these offers marketers
21
process-related variables (Heeter, 1989; Rafaeli and Sudweeks, 1997, 1988). Researchers in
marketing and communications argued that interactivity should not be measured by analyzing the
process or counting the features, but by observing how users perceive the interactivity during the
communication (Lee, 2005; McMillan and Hwang, 2002; Wu, 1999). Lee (2005) argued in his
studies that the perceptions of interactivity have a positive effect on customer trust in mobile
commerce environment. Furthermore, synergies between the mobile medium and traditional
mass-communications environments (TV) can be leveraged to lend interactivity to those
previously non-interactive media (Davis and Yung, 2005).
Classifications of interactivity in the literature has stern from two major areas which is context
awareness of interactivity and personalization of interactivity as identified by Chen and Kotzs
(2000), Barkhuus and Dey (2003). Studies in the literature (Wu, 1999; Yoo and Stout 2001)
have argued that these levels of mobile interactivity stem from classifications of interactions
rather than a clear understanding of the interactivity construct whch should come from users
perception of the utility of the mobile interactive features. As this has been regarded as the
crucial element of a successful mobile
Novak, 1995). McMillan and Hwangs (2002) study demonstrated that interactivity and
involvement with the subject of a site were two predictors of positive attitude towards the Web
site, and perceived interactivity accounts for more of the variance in attitude than involvement.
In this study, the perceptual perspective of interactivity was adopted.
Dimensions of Interactivity
Interactivity is generally believed to be a multidimensional construct (Ha and James, 1998; Liu
and Shrum, 2002; Steuer, 1992; Wu, 1999), but there are no general agreements regarding the
nature and the content of the interactivity dimensions. Gao, Rau, and Salvendy (2009) identified
five components of interactivity as dicussed below.
(i) User control.
This construct refers to the extent to which an individual feels in control of his/her interaction
experience (Liu and Shrum, 2002). Such control can be obtained by letting users choose the
content, timing and sequence of a communication (Dholakia, Zhao, Dholakia, and Fortin, 2000).
Steuer (1992) identified two areas of uers control namely; range and mapping. The former refers
23
to the number of options the environment provides the user to modify the task flow and the
environment, and the latter refers to the extent to which the controls and manipulations in a
mediated environment are similar to controls and manipulations in the real word (Steuer, 1992).
User control is also associated with minimizing effort in the achievement of a task and ease of
adding information (Heeter, 1989).
(ii) Two-way communication.
An interactive communication refers to a reciprocal communication of message in a sequence
that relate to each other (Rafaeli, 1988; Rafaeli and Sudweeks, 1997). In other words, the
environment facilitates the user to provide feedback based on the received messages (Day, 1998;
Ha and James, 1998). Mobile communication on handheld devices, especially cell phones,
provides abundant possibilities of two-way communication, because cell phones are designed for
two-way communication and voice service is part of the nature a two-way communication
(Dholakia, et al., 2000).
(iii) Synchronicity.
It refers to the speed at which the message can be delivered and at which persons can process
messages (Liu and Shrum, 2002). The faster the response, the less inhibited the user is, and the
more interactive he or she perceives (Dholakia et al., 2000). The time duration between sending a
message and receiving a response is often shortened in mobile communication (McMillan and
Hwang, 2002).
(iv) Connectedness.
This refers to the feeling of being linked to more resources related to the company and the
product outside the specific environment (Ha and James, 1998).
2) Personalization
There are many concepts and definition of personalization in marketing, but few of them focus
on mobile marketing (Riecken, 2000). Personalization is the ability to proactively tailor
products and product purchasing experiences to tastes of individual consumers based on their
personal and preference information (Chellappa and Sin, 2005).
Personalisation in general means building customer loyalty by building a meaningful one-toone relationship; by understanding the needs of each individual and helping to satisfy a goal that
efficiently and knowledgeably addresses each individuals need in a given context (Riecken,
2000). Personalisation is about mapping and satisfying of customers goal in specific context
with a businesss goal in its respective context (Riecken, 2000). Personalisation thus means
understanding different kinds of individual preferences, needs, mindsets and lifestyles, and
culture as well as geographical differences, not only towards user goals in different contexts but
also towards personalisation itself (Leppniemi and Karjaluoto, 2005).
Personalization of marketing messages means customizing the content of the message precisely
to match individual preferences (Bauer et al., 2005). Personalized SMS are more relevant to the
consumer than non-personalized messages because of its ability to provide consumers with
personalized information according to where they are and their needs. Thereby, persuading the
receiver not only to accept the message, but also to take some action, now or in the future,
about goods, services and ideas (Saadeghvaziri and Seyedjavadain, 2011).
Personalization, also called message customization, generates significant potential for acceptance
of mobile marketing (Xu, 2006), and is considered as a prime prerequisite for consumers
willingness to permit the reception of advertising messages on their mobile phones (Bauer et al.,
2005). Barnes and Scornavacca (2004), argued that if mobile marketing messages are thoroughly
personalized, it will be perceived as valuable information as opposed to it been seen as an
interuption. Such customization helps to reduce the likelihood of a negative reaction (Bauer et
al., 2005).
Riecken (2000) identified that building customer loyalty and meaningful one-toone
relationships through the mobile media, requires an understanding of different kinds of
25
individual preferences, needs, lifestyles, cultural and geographical characteristics of the target
consumer. As Mobile users prefer marketing messages which are customized to their interests
and relevant to them (Robin, 2003; Xu, 2006).
In mobile advertising context, personalization enable social interaction between advertisers and
receivers by accommodating target customers needs in accordance to their demographic
profiles, preferences, shopping habits, location and time (Rao and Minakakis, 2000; Richards
and Curran, 2002; Varshney and Vetter, 2002; Yan et al., 2004). Personalized mobile advertising
means sending messages to mobile devices through wireless network, based on customers user
demographics, user preferences, context and content factors (Waton, Pitt, Berthon and Zinhan,
2002; Xu, 2006). Personalization has also been seen as a process including the elicitation of
consumer preferences and tailoring of product suggestions to the specific need of the consumer
(Kramer, et al., 2007). This means that personalization is based on individuals own preferences.
2.1.9 Types of Mobile Marketing
Generally, studies in the literature (Jelassi and Enders, 2004: Michelsson and Raulas, 2008)
have categorized mobile marketing into Pull and Push marketing campaigns.
1.
Push-Marketing
Push mobile marketing refers to marketing messages that are delivered proactively to mobile
phones, intended to reach the target groups without customers explicit request (Peters and
Oslon, 2002). Push-messages are sent by the company at times when they consider that it might
be relevant to the customer, without prior consent from the consumer (Keskinen, 2001). If the
consumer does not consider the message relevant, it can easily be perceived as annoying and
intrusion into ones privacy (Keskinen, 2001). Studies in the literature have argued that as a result
of the personal nature of mobile phone, it is important for firms to seek consumers consent (optin) to receive mobile marketing messages, as this process requires detailed information of the
mobile phone user (Jelassi and Enders, 2004).
According to Varnali, Toker and Yilmaz (2011), push-marketing can be used for customer
retention in delivering personalized service messages to consumers. Haig (2002) and Varnali et
al. (2011) have stated that push mobile marketing encourage impulse buying and can be
26
preselected by consumers to match their personal need. Several problems have been associated
with push marketing as identified by Haig (2002) and Keskinen (2001). These problems have
been identified as the task of inducing the consumer to act upon the message, wrong timing in
delivering the marketing messages and the risk that messages not perceived as relevant to the
consumers are often seen as spam, which discourages consumers from opting-in for the product.
2.
Pull-Marketing
Pull mobile marketing involves requesting the consumer to indicate his interest/consent to
receiving marketing messages on his mobile phone (Peters, 2002). Through Pull marketing,
customers requests for precise information via their mobile phones (Haig, 2002). According to
Michelsson and Raulas (2008), the idea of pull marketing is that the customer is interested in
their own needs, and not the marketing organisations compelling them to buy their products or
service. Marketing firms need no other permission to send messages to target consumers in
pull-marketing, where the consumer has requests the marketing message specifying when they
wish to receive it (Keskinen, 2001). Consumers requests are often used in developing new
services as they serve as guide to consumers real interests and can be used for building customer
database and purchase profile which is more valuable to the organisation (Haig, 2002;
Michelsson and Raulas, 2008).
2.1.10 Forms of Mobile Marketing Tools
messages to target, mobile advertising uses a personal and interactive media targeted to the
individual consumers mobile phone. Quah and Lim (2002) argue that the push model will
27
dominate mobile advertising since it saves consumer time and money compared to browsing
content.
Generally, mobile advertising uses both push and pull advertising strategies. Mobile
Marketing Association (2005) defined Push advertising as any content sent by the advertisers or
marketers to a wireless mobile device at a time other than when the subscriber requests it. Push
Messaging includes audio, short message service (SMS) messages, e-mail, multimedia service
messages, or any other pushed advertising messages or content (Quah and Lim, 2002).
Leppniemi and Karjaluoto (2005) stated that Push advertising may be unsolicited for espically
when promotional messages are sent to end-user within the context of an existing and established
relationship and solicited for, that is , customers agree to have certain promotional messages
sent on them at certain times. Another form of mobile advertising is pull advertising which can
be define as any content sent to the wireless subscriber on request shortly by the consumer
(Mobile Marketing Association, 2005). With pull advertising, mobile advertisers expects the
end-users request for advertisement instead of the company pushing it on the consumer
(Karjaluoto and Madlberger, 2005).
A. Characteristics of Mobile Advertising
Iddris (2006) identified four distinctive characteristics of mobile advertising, namely: ubiquitous
access, detailed user information, integrated response channel and a personal channel.
(i) Ubiquitous access
Cell-phone users always carry their mobile phones, have them on and they can be used almost
anywhere (Marla and Ronald in Iddris, 2006). This is particularly prevalent among youth and
teenagers who stay in touch with their peers via SMS. The cell-phone is therefore an obviously
popular student communication tool and an ideal channel to reach them. This posses a challenge
and an opportunity to advertisers. Based on the clear advantage of SMS such as being cost
effective, quick and direct, educational institutions can effectively promote their study
programmes to high school learners via SMS, since mobile communication are certainly a "new
way to go" as a part of student life. (Iddris, 2006; Posthumus, 2002).
(ii) Detailed user information
Mobile marketing campaigns can make use of detailed and individual information about each
user (such as gender, age, usage profile). A personalized SMS campaign can rely upon the
28
customer databases with enough active and potential clients to reach the target group profitably.
Such a database can facilitate the launching of targeted campaigns for a particular product or
service, which can then be tailored to suit the individual preference of the user. (Ahonen, 2002;
Iddris, 2006; Scharl et al., 2005).
(iii)Integrated response channel
Mobile devices makes it possible to directly interact with the user, while also receiving a
response from the user. This provides ability of two-way communication with customers, thus its
ubiquity and interactivity can help other one-way communication media such as television, radio,
print or packing to be interactive. Marketers can also measure the impact of their advertising
campaigns and adapt their strategy accordingly. People usually carry their mobile devices with
them almost all the time. Retailers can thus receive the first feedback from their campaigns while
they are still running, because mobile advertising has direct response and is measurable in term
of feedback. (Ahonen, 2002; Iddris, 2006; Salo and Thtinen, 2005).
(iv) Personal channel
The personal nature of a mobile device makes it possible to receive much more attention from its
user. This is more powerful than other less personal media platforms if it is well managed. With
mobile phones teenagers can take full control of communication without any limitations imposed
by home phones or computers; hence they have freedom to get information that will meet their
needs (Iddris, 2006). Therefore, unlike traditional media, mobile advertising has unique
advantages since marketers are able to target customers, build a customer database and increase
the customer-contact lifecycle by turning the customer into an active player rather than a passive
viewer (Salo and Thtinen, 2005).
Barnes and Scornavacca (2004) and Barwise and Strong (2002) grouped mobile advertising into
permission-based, incentive-based, or location-based. Permission-based advertising messages are
sent only to mobile service subscribers who have explicitly given their consent to receive the
mobile advertising messages (Leppniemi and Karjaluoto, 2005; Rettie, 2005). Usually, mobile
phone users often ignore the message when they get an unexpected advertisement. Incentivebased advertisements add an incentive to the message with the aim to increase the willingness
and acceptance of consumers to receive and read the message (Barwise and Strong, 2002). While
Location-based advertisements are more time and space oriented and mostly aimed to increase
consumption during shopping (Tsang, et al., 2004). Both permission-based and incentive-based
advertising mechanisms are feasible for mobile advertising because the wireless technology
makes it possible to identify individual users (Tsang et al., 2004).
Generally, mobile advertising can take the form of competitions, location-based services and
advertising (Ahonen, 2002; Iddris, 2006).
I.
Competition is the most popular form of mobile advertising as it attracts a high response rate
from consumers, providing mobile users with great incentives and facilitates contact with the
advertising organisation (Haig, 2002) . Different forms of mobile competitions have been
identified in the literature as: Simple entry, Text to win,Quiz, SMS voting (Buckely, 2007).
Strong and Barwise (2002) have stated that mobile competitions provides increasing marketing
opportunities to marketers, as mobile competitions can be used to: launch a service, build a
database and limit opt-outs cases of mobile consumers to advertising messages. According to
Haig (2002), mobile competition should however be relevant to mobile target audience and seek
to generate customers interest in the products offered, thereby build some level of relationships
with target customers in order to be able to send further advertising messages to customers.
2. Location-based Service (LBS) and Advertising
location-based services (LBS) which typically refer to mobile apps that provide information or
entertainment to users based on their location (Hopkins and Turner, 2012). Becker and Arnold
(2010) defined location based advertising as adverts received by consumers on their mobile
phone based on their location per time (Becker and Arnold, 2010). This adverts supplies the user
of these services with customized information according to their distinct position or nearest to a
30
retail outlets (Ververidis and Polyzos, 2002). Location-based advertising utilizes the location by
using individual consumers to target consumer in particular location Tsang, Shu and Ting
(2004).
2.
Sales Promotion
Sales promotion is one of the promotional mix including coupons, discounts, rebates, free
samples, gifts and incentive items in order to have an immediate impact on sales (Kotler, 2000).
Mobile coupons in sales promotion are very important and marketers predict a higher usage of
mobile coupons compared to their paper-based equivalents (Leppniemi et al., 2005). Mobile
coupons have at least three advantages: targeting based on mobile phone numbers, time
sensitivity, and efficient handling by scanning the coupons bar code at the point of sale (Scharl
et al., 2005).
3. Mobile Entertainment
The mobile phone has become an important media and entertainment platform. In the mobile
entertainment industry, there are lots of entertainment services like listening music, playing
games, gambling, watching television, video and sport matches (Leppniemi and Karjaluoto,
2005).
4. Mobile Shopping
Mobile phone is an exciting tool used to expand customers shopping options after the Internet
(Tsang et al., 2004). The sudden growth of mobile shopping has allowed mobile phone users to
browse through available products and compare prices before making a purchase (Barwise and
Strong, 2002).
C. The limitations of Mobile Advertising
According to Haghirian and Madlberger (2005), the limitations of mobile advertising concern the
usability of mobile services and technology.
(i) Usability of mobile services and technology is one of the major hurdles marketing
managers need to overcome in the future. Companies have to know what aspects of
usability are important to users and how e-commerce related services could be adapted to
the wireless environment.
31
(ii) Technological limitations currently entail the difference between mobile and desktop
computer-based features such as the size of the screen of the mobile device, display
format and colour display. In addition, mobile devices are also limited in computational
power, memory, battery life and bandwidth.
advertising and telecommunications have to be integrated into an advertising value chain. This value
chain can be represented as the five Cs in model advertising. Leppniemi et al., (2004) identified
the five Cs as content, cross-media marketing, campaign management, customer database and carrier
cooperation as shown in figure 2.1 below.
Figure 2.1 The Five Cs in Mobile Advertising Value Chain
Content
Cross-media
Campaign
Customer
Carrier
Marketing
Management
Database
Cooperation
(i) Content is a key factor in creating mobile marketing communication that attracts users
and keeps them coming back. According to (Iddris 2006), advertisers need to be cautious
about the content and the information when planning mobile advertisements in order to
get end-user's attention. The information delivered to consumers via mobile devices
needs to show qualitative features like accuracy, timeliness, and usefulness for the
consumers (Leppniemi et al., 2004; Haghirian and Madlberger, 2005).
(ii) Cross-media marketing refers to the idea that mobile media do not work alone but need
the traditional media in order to thrive (Leppniemi et al., 2004). Mobile advertisers can
use the other media to explain their service, and then use mobile media to remind people
to use it, or point out new, better features.
(iii) Campaign management. According to Leppniemi et al. (2004), mobile advertising
technology that enable campaign execution is one of the main success factors in mobile
advertising.
32
(iv) Customer database. Customer database refers to the fact that mobile marketing should be
permission-based. In most cases mobile advertising companies are prime providers of
mobile media sales, and act as aggregators of permission-based mobile numbers.
(v) Carrier cooperation. Carrier cooperation refers to the idea that carriers or network
operators have expertise and knowledge of mobile service delivery. They control the
distribution channel and location-based services by allowing for message delivery and
receipt..
2.1.11 Fundamental Issues in Mobile Marketing
A. Privacy issues, Control and Permission in Mobile Marketing
The mobile channel has enormous potential for marketing because it allows advertisers to target
customers precisely and customize their offerings based on customer preferences (Mishra, 2000).
In addition, the mobile channel makes it possible to reach consumers regardless of time and
space restrictions (Tsang et al., 2004). However, effective use of the mobile as marketing
channel requires that consumers provide personal data to marketers (Jayawardhena, Kuckertz ,
Karjaluoto and Kautonen 2009). This information can be used to build consumer profiles that
serve as a basis for targeting. The rate at which database marketing is being used by
organisations has made consumers conscious about how companies use their personal
information (Lhteenmki, 2004).
The mobile phone is seen as a personal technology, inducing a feeling of attachment and
companionship according to Jones and Marsden (2006). Buscher, Urry and Witchger (2011)
identified that these attitude may differ from one person to another. For some users, they may be
less attached to their mobiles than others and to some, it is an intimate companion according to
Buscher et al. (2011). Based on these, Mishra (2000) concluded that the importance attached to
the mobile phone determine consumers willingness to release their personal data in mobile
marketing.
1).
Privacy Concerns
According to Strandburg and Raicu (2006), privacy is defined as the ability to control
disclosure and access to personal information. The emphasis in this definition is on the word
33
control which implies that consumers are not totally against information exchange with
marketers but they would like to control the type and nature of information disclosed. Strandburg
and Raicu (2006) emphasized that the need for a boundary between public and private is
essential. According to Bellotti (1997), in public and private places there are different more or
less implicit rules about acceptable behaviour and interpersonal access rights, when we break the
unwritten rules of private and public places, we become targets for disapproval and may be
regarded as threatening or even insane. Blellotti emphasized that when mobile marketing
breach this boundary, it is been regarded as too intrusive and these cause negative reactions
among many consumers.
Consumer privacy in the digital media has led to the emergence of three different perspectives
on consumer privacy according to Lester (2001) and these perspective emerge from: the
corporate, the activist and the centrist perspective. According to the proponents of the first
perspective, any restrictions placed on the corporations ability to access personal information
about consumers only compromises the corporations ability to operate efficiently in the
marketplace, and thus impedes its ability to fulfill its social responsibility (Lester, 2001).
On the other hand, the activist perspective argues that if free-market forces and advances in
technology are left unchecked, then information will be available to anyone for any purposes
which will violate the right to privacy as well as imposing harmful social costs on society
(Garfinkel and Russell, 2000).
The centrist approach comprises of a combination of the two perspectives above. According to
these proponents, corporate access to personal information must be balanced against the
legitimate right of consumers to their privacy and protection of which is afforded by selfregulation, laws and technology (Culnan and Bies, 2002). Margulis (2003) stated that whether
the consumer like it or not, their personal data will always be in demand by orgnisation who
desire these information for marketing database and to make strategic decisions. In addition,
Margulis emphasized that high level of privacy may not be desirable either as some sort of
information disclosure may lead to companies serving customers better. According to Culnan
and Bies (2002), there should be a mutual agreement between companies and consumers, to
which individuals should be willing to disclose personal information in exchange for some
economic or social benefits subject to an assessment that their personal information will
34
subsequently be used fairly and they will not suffer negative consequences in the future. For
such an agreement to work, Culnan and Bies (2002) emphasized that it would be imperative for
companies to be open and honest about their information uses in order not to betray consumers
confidence.
According to Solove (2004), the main problem with regard to privacy concerns is that consumers
are more or less unaware, or not informed of what information is being gathered and for what
purpose. In order to address this situation, Hanley and Becker (2008), identified four steps which
organisations using mobile marketing have to undergo in order to ensure customers privacy:
(i) Choice: Giving the consumer the opportunity to opt-in or choose to participate in the
marketers initiatives or opt-out and choose to leave and revoke their participation in
the marketing initiative at any time.
(ii) Notice: The marketer must provide the consumer with notice, a stated privacy policy that
explain exactly what type of information the marketer is collecting, how this
information is to be stored, secured and used or combined with other online and
offline information, and shared or sold for the purposes of marketing to the consumer.
(iii) Value: Consumers should be given value for sharing information with firms. A typical
forms of value include the offering of a coupon, free minutes, free or discounted
content and monetary incentives (Becker and Arnold, 2010).
(iv) Access and Control: Give consumers access and control over their information so that
they can know what is being collected, correct any errors in the information or revoke
access permanently to parts or all of the information (Kautonen and Karjaluoto,
2008).
2).
Fear of Spamming
Another aspect that may hinder the success of mobile marketing is fear of spamming. Mobile
spam has been defined as an unsolicited, unwanted communications in the form of e-mail, text
messages and multimedia messages (Becker and Arnold, 2010). According to Krum (2010),
organisations should have regard for customers space and should not interrupt by sending
advertising messages to them but seek to build a cordial relationship with their consumers. Scott
(2007) also emphasized that consumers want participation and not propaganda as consumers
desire strong relationship with the firm and a propaganda message make them become wary of
35
mobile marketing. In addition, Scott (2009) noted that organisations must consider important
issues such as timing, frequency and content of their marketing messages when communicating
with target audience espicailly for customers that have opted-in to receive marketing messages.
As consumers may be forced to opt-out of receiving further messages if received too often, or
received at an inappropriate time. Kavassalis (2003) have suggested that permission marketing
should be applied in the mobile marketing context.
B. The Concept of Permission Marketing
It has been stated that mobile marketing must be based on explicit permission. The concept of
"permission marketing" addresses the widespread problem of spam in new media
communication by demanding the explicit agreement of the addressee to receiving marketing
information (Kavassalis, Spyropoulou, Drossos, Mitrokostas, Gikas, and Hatzistamatiou, 2003).
This approach recognizes that the majority of anonymous mass advertising is despised by
consumers leading them to reject marketing messages (Godin, 2001).
According to Carrol, Barnes, Scornavacca and Fletcher (2007), Permission marketing is focued
on building a continous relationship with customers by obtaining customers consent to receive
information from the company. He emphasized that Permission is the commencement of twoway mobile communications between the customer and the mobile marketer. In addition, Barnes
and Scornavacca (2004) stated that permission can be understood as the dynamic boundary
produced by the combination of consumer personal preferences. According to Kavassalis et al.
(2003), the concept of permission marketing is the idea that people will give their permission to
allow the marketer to inform them on its products. Tezinde, Smith and Murphy (2002) identified
that permission relationships start with the consumer explicit and active consent to receive
commercial messages and always give consumers the option to stop receiving further messages .
In this content, permission marketing offers the consumer an opportunity to volunteer to be
marketed to which guarantees that consumers will pay attention to the message (Godin, 1999).
Heinonen and Strandvik (2007) is of the opinion that permission is not necessarily a guarantee
that the consumer pays attention to the message, it is only a door opener and gives an indication
of the consumer potential area of interest.
36
Leppaniemi and Karjaluoto (2005) have identified that permission based marketing influences
mobile marketing effectiveness in two essential ways. Firstly, it grants consumers access to
information control and secondly it significantly reduces advertising clutter and marketing costs.
According to Phelps, Wowak and Ferrell (2000), the desire of consumers to want control over
their personal information dictates the purpose for collecting information and providing an optout option. In addition, Phelps, et al. (2000) revealed that providing more control for the
consumer over his personal information influences consumer purchase intention significantly
especially in the mobile marketing context.
Basheer, Al-alak and Alnawas (2010) and Tanakinjal, Deans and Gray (2010) stated that trust
affects consumers intention to participate in permission based adverting programs especially in
mobile marketing, where risk and uncertainty is very high. Kautonen, Karjaluoto, Jayawardhena,
and Kuckertz (2007) identified personal and institutional trust as the two significant variables
that are direct antecedents of permission marketing. He noted that personal trust emerges from
the interaction between a customer and a company. As well as the experiences of friends and
family. He stated that Institutional trust on the other hand is concerned with a wider trust that a
consumer has on the institutional environment.
Kautonen et al. (2007) noted that in the context of mobile marketing, institutional trust are
mostly referred to as consumers media perception of the marketing organisation. In comparing
the importance of the two trust variables, studies in the literature have been contradictory.
Studies like Welter and Kautonen (2005) and Amir, Pejman and Farhad (2013) stated that when
considering mobile marketing experience as a whole category, personal trust play a more
important role than institutionally based. Where as according to Jayawardhena et al. (2009)
instituitional trust is the most important antecedents of mobile marketing permission.
C. Code of Conduct for Mobile Marketing
The Mobile Marketing Association (MMA, 2005) developed a Code of Conduct for organisation
using mobile marketing. According to MMA (2005), the Code of Conduct ensures reduction in
mobile marketing span. The Code of Conduct includes six principles which the MMA has
labelled as the six Cs of privacy namely:
1 Choice (mobile marketing is acceptable only to consumers that opt-in to receive it)
37
2 Control (consumers who opt-in must have any easy way to opt-out of all mobile marketing)
3 Constraint (consumers should be able to set limitations on messages received)
4 Customisation (analytical segmentation tools will help advertisers optimise message volume,
ROI, and relevancy to the consumer)
5 Consideration (consumers must perceive value in any mobile marketing campaign)
6 Confidentiality (privacy policies must be aligned between the carrier and the brand).
While mobile marketing involves the use of users personal information, privacy is the most
important regulatory issue that should be taken into account in developing mobile marketing.
according to (MMA, 2005). Norris (2003) identified that within the collection and processing of
location-based data, organisations should be guided by certain legislations that ensure that
consumers data cannot be collected or used without users explicit prior permission. Table 2.1
below indicate the legal considerations for Mobile Markers according to Norris (2003).
Table 2.1 Legal Consideration for Mobile Marketing
1
Data protection
Unsolicited commercial
communications
Location data
Online contracting
Information requirements
Distance selling
Industry codes
Contractual commitments
38
10
There are numerous other highly regulated and legally complex areas to be
aware of. Common examples include the promotion or operation of online
competitions, lotteries, casinos, and other forms of gambling; contracting
with children (which may generally not be enforceable in many cases); and
the sale of certain products such as, for example, drugs, pharmaceuticals,
tobacco, and alcohol.
Selling something to a particular group, or even at a certain time, could be
subject to differing laws in different countries.
plan and implement marketing and marketing communications strategies (Kitchen Brignell and
Spickett, 2004). Therefore, to develop an effective mobile marketing strategy, it is imperative to
consider not only the specific set of activities that a firm undertakes to perform a mobile
marketing campaign but also how the firm employs a combination of communication tools and
integrates its many communications channels to deliver a clear, consistent and compelling
message about the company and its products.
As depicted in Figure 2.2, firms must consider many critical issues when developing an IMC
strategy. The starting point of IMC planning process is an analysis of the overall situation of the
company/brand (e.g. competitors, consumers, markets and products). This analysis provides a
foundation for determining marketing communications target audience. Given that consumer
markets are highly fragmented and consumers differ in many terms (demographic, geographic,
geo demographic, psychographic, and behavioural), the identification of right customers is
increasingly challenging. However, with the help of Customer Relationship Management (CRM)
including database technologies and interactive media a firm can develop and implement
marketing communications strategies that are personalized to the specific needs of targeted
customers (Peppers, Rogers and Dorf 1999; Peltier et al., 2003).
Marketing communications objectives are hierarchically related with corporate objectives at all
levels of organization. In addition, it is also important to emphasize that the objectives and
strategies of all the individual marketing communications elements (and the tactics which follow
from them) are integrated and contribute to the achievement of the total marketing
communications
objectives
for
individual
products/brands
and
corporate
marketing
40
41
42
It is, however, important to highlight that the meaning of push/pull communications strategies
articulated above differ from that adopted in mobile marketing context. Push-based mobile
marketing refers to any content sent by or on behalf of advertisers and marketers to a mobile
device at a time other than when the subscriber requests it. Push-based mobile marketing
includes, audio, short message service (SMS) messages, e-mail, multimedia messaging, cell
broadcast, picture messages, surveys, or any other pushed advertising or content (MMA, 2006).
Pull-based mobile marketing is defined as any content sent to the mobile subscriber upon request
shortly thereafter on a one time basis (MMA, 2006). For instance, when a customer requests a
mobile coupon or whenever the content of the response, including any related marketing
communication, is pull-based mobile marketing.
There are many factors to be considered when designing marketing communications mix
strategies. The best blend of promotional tools depends on the type of product/market, buyerreadiness stage and the product life-cycle stage (Kotler et al., 2005). First, there is a variety of
differences between consumer and business-to-business markets (Brugaletta, 1985; Gilliard and
Johnston, 1997) and therefore the importance of different promotional tools varies. The more
products fit into industrial-goods category, the more a company is usually investing in personal
selling. In contrast, the more a product fits into a consumer-goods category, the more advertising
is likely to play a primary role in the promotion mix.
With mobile marketing it would be extremely difficult (if not possible) to provide effective
means of communications to each of the buyer-readiness stages. In fact, it has been suggested
that mobile marketing works best among the target audience that is close to actual purchase.
Finally, it should be noted that marketing communicator need to be aware of the phase the
product or brand has reached within the development of the relevant product class (Fill, 2002).
This notion is based on the concept of the product life cycle (Levitt, 1965; Tellis and Crawford,
1986; Lambkin and Day, 1989) and the fact that the effects of different promotion tools vary
with stages of product life cycle.
43
44
The implications of mobile channels are evident not only for core products, but also for
augmented products. The mobile device is widely known for its effect in streamlining business
processes, particularly ones related to fieldwork. A number of studies have demonstrated these
benefits. For example, in a study of the value of mobile applications in a public utility company,
Nah, Siau and Sheng (2005) reported that mobile applications can improve efficiency by
increasing accuracy and saving time for its field workers in retrieving, updating and
communicating information while on the road. Similarly, Varshney and Vetter (2002) reported
that with the proper use of mobile devices, insurance companies can replace their traditional
claim payment process, which is usually time consuming and not very efficient, with quick onthe spot claim adjustment and payment.
a) Branding as a Part of Product
According to Pousttchi and Wiedemann (2006), mobile marketing was mainly used for building
brand awareness, changing brand image, and enhancing brand loyalty. The effectiveness of
mobile channels in branding is commonly discussed in the areas of brand awareness and brand
associations. Through the use of SMS marketing, marketers are able to effectively establish
brand recognition and recall with push advertising. Sending advert text messages assures high
consumer exposure to the brand because messages are likely to reach the target almost every
time. After reaching customers, the messages are kept in the mobile phones storage and can be
read at customers convenience. Unlike e-mail, SMS does not have a subject line. Thus, the
message is guaranteed to be opened before being deleted (Rettie et al., 2005). SMS also supports
viral marketing (Doyle, 2000) which is beneficial to the brand not only in terms of increased
brand awareness but also peer influence (Scharl et al., 2005).
One of the primary functions of any marketing activity is to establish strong, favourable and
unique brand associations in the customers mind (Keller, 1993). With several value-added
features, mobile marketing is an ideal means to this end. The ability to provide time-sensitive
alerts to customers (credit card payment due dates), enable the brand to protect customers from a
potential loss, or other unnecessary problems caused by a lack of valuable information. In this
example, the ability to complete tasks as scheduled and have ones life run as smoothly as
possible, results in increased satisfaction with the brand, which in turn leads to a strong and
45
favourable brand association (Nysveen et al., 2005). Moreover, brands that employ mobile
marketing campaigns are usually perceived as innovative and high-tech leading to customer
perception of unique brand association (Ferris, 2007).
(ii) Pricing
Compared to the pricing strategy of traditional media, mobile retail prices (i.e., the prices that are
communicated by firms to customers mobile phones), can yield higher profits (Balasubramanian
et al., 2002). The authors indicate that through mobile devices, a consumer can be offered a
unique price without knowing what price another has received. This allows retailers to perform
first-degree price discrimination, which refers to each buyer being charged a customized price.
This pricing strategy is rarely if ever achieved in the general marketing environment, where
prices are public knowledge and every customer is charged according to menu-based pricing. As
such, in the mobile world, retail pricing and competition tend to be highly complex due to the
dynamic pricing model. It should be noted, however, that to effectively perform such a pricing
strategy, firms require extensive knowledge of customers and advanced applications, allowing
mobile prices to be incorporated into retail pricing strategies. A further benefit of mobile media,
with regard to pricing, is that through the use of the mobile Internet consumers are able to make
price comparisons between Internet retailers and brick and mortar stores while shopping at
physical locations.
(iii) Placement (Distribution Channels)
Mobile technologies help firms increase efficiency of product distribution. Some mobile
applications can be used to track current locations of rolling inventory, or multiple trucks
carrying a large amount of inventory while on the move. This allows a store to request just-intime delivery by locating the nearest truck when the need for certain items arise, thus reducing
the total amount of inventory space and costs (Varshney and Vetter, 2002). The advent of 3G
technology and smartphones, capable of handling richer information, has undoubtedly triggered
developments of new mobile contents in various formats, particularly in high resolution video
(Senn, 2000). It is predicted that future mobile content will be dominated by entertainment
(video-on-demand), distance education, and news services (Senn, 2000; Varshney and Vetter,
2002).
46
(iv) Promotion
The development of technology has not only enhanced the communication ability of existing
promotional tools (advertising, sales promotion and direct marketing), but has also provided new
channels for which these tools can be used (Harridge, 2004). These emerging channels, such as
the Internet, digital TV and mobile phones, have altered the way firms communicate and engage
with customers. Instead of focusing on the traditional campaign of simple mass communication,
marketers are now heading toward more directed and highly targeted activities (Karjaluoto et al.,
2004). Major impacts of mobile devices on the marketing communication mix appear in three
areas: advertising, sales promotion, and direct marketing (Leppniemi and Karjaluoto, 2008).
Mobile advertising offers marketers the potential to promote products and services in a
personalised and interactive way. Advertising content can be personalised based on a
combination of parameters, such as demographic profile, customer purchasing behaviour,
situation, and location (Clarke, 2001; Varshney and Vetter, 2002; Kim and Jun, 2008). Mobile
advertising can also be used to drive consumers to mobile commerce enabled sites, which will
further enhance a positive connection with preferred brands.
As sales promotions are commonly used to encourage the purchase of a product or service,
mobile sales promotions can help firms realise this objective more effectively. Customers might
find text-to-win campaigns more attractive than traditional approaches as they can participate
instantly, without involving the postal service. Time specific mobile coupons can be sent to
potential customers when it is most effective for the promotion of a product. Food coupons, for
example, can be sent out at lunch time, and movie rental coupons on weekend evenings
(Banerjee and Yancey, 2010). Mobile coupons usually provide high net returns because they
require only modest costs to implement (Shankar et al., 2010).
In general, the ultimate goal of direct marketing is customer response. And mobile media has the
potential to engender such more efficiently than any other media. Because a mobile phone is
always carried by its user, the channel provides marketers with almost permanent opportunities
to directly reach potential customers. The fact that changing ones mobile phone number is
troublesome helps validate the previous claim (Scharl et al., 2005). Moreover, mobile direct
marketing possesses quick response capability that enable firms to quickly respond to unforeseen
situations with new promotions or offers (Schierholz et al., 2007; Barwise and Strong, 2002).
47
While many marketers recognise the benefits of mobile direct marketing, this method is often
criticised for generating unwanted messages or spam, irritating customers, and raising privacy
concerns. Spam is seen as the strongest negative influence on consumer acceptance of mobile
marketing (Scharl et al., 2005). To deal with this issue, it is recommended that mobile direct
marketing and other marketing communication activities via the mobile media be operated only
with appropriate permission. This allow firms to contact only those customers who give consent,
and avoids others. Permission should be explicitly obtained, and customers should be given an
opportunity to stop receiving marketing messages at any time (Tezinde, Smith, and Murphy,
2002). Nonetheless, permission marketing requires a sophisticated management strategy, along
with efforts to consistently acquire broader permission (Kavassalis et al., 2003).
Despite having multiple channels with which to reach consumers (mobile messaging services,
mobile Internet, mobile video clips), campaigns utilising only the mobile-related channels may
not provide the most effective results (Karjaluoto et al., 2004). It is recommended that the mobile
channel be integrated into multi-channel marketing campaigns, and used to complement such
traditional media as TV, print, or radio, in order to enhance brand awareness (Kavassalis et al.,
2003; Ferris, 2007; Mort and Drennan, 2002).
(v) Customers
Offering products or services that meet customer needs and wants is an important part of
marketing (Bovee, Houston, and Thill, 1995; Kotler amd Armstrong, 2006). To achieve this,
marketers need a good database. The interactive capability of mobile marketing campaigns
allows marketers to build upto- date customer databases by inviting customers to sign up for a
campaign, or text back information in exchange for extra benefits. The value of the captured
information is then analyzed and used as the main factor in determining which products or
services should be offered, and to whom. The desired result is in personalised offers being sent to
individual customers, in response to specific customer needs and wants. Customised offerings
lead to positive consumer attitudes toward that which is advertised (Xu, 2007), an increase in
campaign response rates (Barutcu, 2007) and stronger relationships between firms and their
customers (Vesanen, 2007).
48
Communications
The mobile device is unarguably an effective communication tool. It allows customers to reach
(or be reached by) firms anywhere and anytime, in real time. Such conditions are important,
particularly when there is time or location-sensitive information to be delivered (Clarke, 2001;
Anckar and DIncau, 2002). Through the use of the mobile Internet, consumers are able to access
important sources of information, communication and entertainment in the same way they do
with the PCs, but quicker (Barnes, 2002). In other words, the mobile phone increases consumer
connectedness (Clarke, 2001). In addition, the mobile phone allows for two way communication
(Gronroos, 2004). The business value of this feature lies in its ability to enhance customer
relations, build customer databases, and to instantly measure the results of a campaign. With
such benefits, marketers tend to incorporate a two-way aspect within mobile marketing
(Braiterman and Savio, 2007).
49
Internal
Influences
Motivation
Attitude
Perception
Learning Ability
Emotions and Moods
Lifestyle
CONSUMER
Decision-Making Process
Awareness of a Need or Problem
Gathering Information
Evaluation
Action (buying)
Postpurchase Evaluation
50
Personal
Characteristics
Race
Gender
Age
A. External Influences
The first set of factors depicted in Model 2.1 is external influences. External influences refer to
the influence of various groups on consumer purchasing patterns. These influences are also
referred to as the social and group factors influencing consumer behaviour (Cant et al., 2006).
As can be seen in the model, the different groups that can compel a consumer to conform to
group norms are the family, reference groups, opinion leaders, culture, and sub-culture groups
and social class.
1. The Family
According to Leon and Kanuk (2000), the family influences individual personality
characteristics, attitudes and values as well as the decision making process in the purchase of
goods and services. Family structure or behaviour of family members at each stage in the
decision making process is of fundamental importance to the marketers (Kotler, 2009). The
importance of the family in consumer behaviour is highlighted by the fact that many products are
purchased and consumed by a family unit and the buying decisions of members are influenced
by other members of the family (Cant, et al., 2006). According to Strydom, Jooste and Cant
(2000), of all the groups influencing purchasing behaviour, the individual maintains the closest
contact with the family. The family is the most obvious example of a strongly influential primary
reference group (Cant et al., 2006) on the individual purchase decision.
2. Reference Groups
A reference group refers to any person or group of people that significantly influences an
individuals behaviour (Engel, Blackwell and Miniard, 1994). According to Cant et al. (2006),
reference groups form part of group dynamics and can be defined as any person or group that
serves a point of comparison or referent for an individual consumer in forming certain values,
attitudes and behaviour patterns. Being a member of a certain group implies exhibiting similar
habits and purchasing patterns of the group (Cronje et al., 2004). Loudon and Della (2002)
identified the following as the different types of reference groups influencing consumers
purchase behavuior: formal and informal reference groups, primary and secondary reference
groups, membership and non-membership groups, aspirational and dissociative groups.
51
3. Opinion leaders
Personal influence on purchasing behaviour can also come through word-of-mouth
communication initiated by a person known as an opinion leader (Engel et al., 1994) . The
opinion leaders, are credible person who is accepted as a source of information about product
purchase and use (Leon and Kanuk, 2000). According to Cant et al. (2006), opinion leaders act
as a go-between in what is known as the two-step flow of communication . The information from
mass media is usually channelled by the opinion leader who interprets the information and then
relays the acceptance or rejection of the message to the other consumers in the target market
(Strydom et al., 2000). Every consumer is a member of different reference group and could be
an opinion leader for a certain product whilst being a follower for another (Cant et al., 2006). For
a product to be accepted within a market segment, marketers must identify a suitable reference
group and opinion leader for its product (Cronje et al., 2004).
4. Culture groups
Culture has been seen as one of the important factors that influence customer behaviour (Engel et
al., 1994; Strydom, 2004; Cant, et al., 2006). Culture refers to the values, ideas, artefacts and
other meaningful symbols that help individuals communicate, interpret and evaluate a
phemomena as members of society (Engel et al., 1994). Cultural groups comprises of these
values, norms and symbols developed in a society over time in which all its members share
(Cronje et al., 2004). These values are likely to affect consumer behaviour and set the choice of
criteria used by individual consumers (Leon and Kanuk, 2000). Mourali, Laroche, and Pons
(2005) noted that cultural values and norms serve as
determined knowledge from one generation to another. In addition, Leon and Kanuk (2000)
emphasized that transmitting cultural values from one generation to another will ensure that
these values are socialised and adapted into a particular group. According to Quester, Neal and
Hawkins (2007), cultural group will influence purchasing and consumption patterns of their
members as values and norms persist over time. This values will further influence consumer
choices and purchase decisions on products and services (Luna and Gupta, 2001).
5. Age-based Sub-Culture
The age-based subculture can be described as a generation or a group of people who have
experienced a common social, political, historical and economic environment (Cant and
52
Machado, 2004). Generations, which are roughly sub-divided into 20-year blocks can help
explain different consumer behaviours (Cant and Machado, 2004). According to Cant and
Machado (2004), there are five basic generations of consumers namely:
1. Pre-Depression Generation born before 1930 this is a generation that experienced the
Great Depression as children and who were adults during World War II. This generation
today are the people in old-age individuals (Cant and Machado, 2004). They have unique
needs, more related to health and trying to cope with an ever-increasing burden of
medical costs and trying to make ends meet (Cant et al., 2006).
2. The Depression Generation born between 1930 and 1946 this generation grew up in the
relative affluent years in the 1950s and 1960s. They are the grand parents of the
generation Y children. This generation is called the silent generation they believe in
hard work, are conservative in nature and likes order, rules and a clearly defined
hierarchy (Hawkins, Mothersbaugh and Best, 2010).
3. The Baby Boom generation born between 1947 and 1964 and are often referred to as .
Boomers, Me Generation, Baboo, and Sandwich Generation (Cohen, 2009). According to
Hawkins et al. (2010), Boomers value individualization, self-expression and optimism.
In terms of their characteristics, lifestyles, and attitudes, Boomers have defined
themselves by their careers and they are mainly workaholics (Cant et al., 2006). They
have a live for today attitude.
4.
Generation X is the generation born between 1965 and 1978 (Cohen, 2009).
Generation X prefer an output driven system where they believe the organisation that
they work for has bought their output the mechanics on how and when they do their
work is irrelevant they want the freedom to do the work in their own time (Cant and
Machado, 2004). According to Hawkins et al. (2010), this group is the most price
conscious desiring that products and messages should be designed uniquely to suit their
asks and lifestyles. Information and technology are important factors determining their
demand for products and services (Rempel, 2009).
5. Generation Y this is the generation born between 1979 and 1994 (Schiffman and
Kanuk, 2010) and they are often referred to as Millennium Generation, Echo Boomers or
baby boomers (Williams and Page, 2011). They grew up with computers, the Internet
53
and saw their parents losing their jobs in an economic slowdown period. Generation Y
exuberate independence and are much more optimistic, confident and social than
previous generations (Laermer and Simmons, 2007; Cant et al., 2006). They are also
much more street smart and technology minded than the previous generations (Cortes,
2004).
The Generation Y, Generation X and Baby Boomers, as discussed above, differ in their
purchasing behaviour, attitudes towards brand, and behaviour towards advertisements. The main
differences of these groups are illustrated in Table below.
Table 2.2: Comparison of Selected Age Cohorts across Marketing-Related Issues
Themes
Generation Y
Generation X
Baby Boomers
Purchasing Behaviour
Coming of Age
Technology
Price-Quality Attitude
Savvy, pragmatic
Computer in every home
Materialistic
Microwave in every home
Narcissistic
Television in every home
Conspicuous consumption
(buying for indulgence)
Embracing brand
Rebel against hype
Loyal to brand
Respond to image-building
hype
6. Social class
A social class is a group of people in a country who are considered equal in status or
community esteem who socialise together on a regular basis formally or informally, and who
share behaviour patterns (Cant et al., 2006).
Social classes have distinctive behaviour patterns that are a function of occupation, income and
education (Cant et al., 2006). According to Luna and Gupta (2001), social class strongly
influences consumer lifestyles and in general is a good indicator of the type of product that a
consumer would be interested in buying. Quester et al. (2007) identified that in order to advance
social standing in society, consumers of a particular class will buy specific products which tend
to reflect their social status in the society.
54
B. Internal Influences
Internal influences constitute a major determinant to consumer behaviour. Individuals differ in
many ways and that in turn affects their purchasing behaviour. Internal influences are also
referred to as psychological forces that influence consumer behaviour (Cant et al., 2006).
According to Leon and Kanuk (2000), motivation, attitudes, perceptions, learning ability,
personality, and lifestyle constitute variables of the internal influence.
1. Consumer Attitude
An attitude may be defined as a feeling of favourableness or unfavourableness that an individual
has towards an object (be it a person, thing or situation) (Hawkins best and Coney, 2005). It is a
learned predisposition to exhibit and act based on evaluation resulting in a feeling of like or
dislike towards and object (Kotler and Keller, 2009). Cant et al. (2006) emphasized that in terms
of consumer behaviour, consumer attitudes may be seen as an inner feeling of favourableness or
unfavourableness towards a product or service offering and the 4Ps. Schiffman and Kanuk
(2004) further stated that an Attitudes are an expression of inner feelings that reflect whether a
person is favorably or unfavorably predisposed to some "object" (e.g., a brand, a service, or a
retail establishment), and Attitude formation, in turn, is the process by which individuals form
feelings or opinions toward other people, products, ideas, activities, and other objects in their
environment. In addition, Hawkins et al. (2005) stated that attitude is reflective of a consistent
favourable or unfavourable feeling that a consumer or a prospect forms as a result of an
evaluation about an object; the object being, a product/service offering, brand, price, store and
dealer, salesperson, advertisement and promotion.
interaction with others as well as his own experiences. The feeling component is reflected in his
evaluation, and the resultant feeling of favourableness and unfavourableness attitude. While the
behavioural component is reflected in the predisposition to act (purchase) based on the
evaluation. According to Kotler and Keller (2009), the nature of attitudes can be elaborated as
follows:
1. Attitudes are directed towards an object (product/service offering, price, store, dealer,
promotion, advertisement etc.) about which a consumer has feelings and beliefs.
2. Attitudes have a direction; they could be positive or negative. A consumer could possess
feelings of like/dislike, favourableness and unfavourableness towards a product or service as
well as the mix. They vary in degrees and intensity.
3. Attitudes are consistent in nature, particularly with respect to the third component, i.e.
behaviour. Consumers are consistent with respect to their behaviour. However, they are not
entirely permanent and may change if the cognitive or the component is changed.
4. Attitudes are a learned predisposition. Attitudes are learned; they are formed as a result of i)
self experiences with the product/service offering and the mix; ii) interaction with other people,
be it family, friends, peers and colleagues; iii) information obtained from the marketer through
promotion particularly advertisements as well as dealers and salespeople.
5. Attitudes cannot be observed directly. While attitudes are comprised of three components,
behaviour is just one of them. It is only this component that can be seen; the cognitive and affect
components cannot be seen. Thus it is said that attitudes cannot be seen; they can only be
inferred from the manner in which an individual behaves.
6. While attitudes can be inferred from our behaviour, it is not synonymous to behaviour. It has
other components, and reflects a learned predisposition to act favourable or unfavorably towards
a product and service offering and the mix.
and knowledge function. The four functions are not mutually exclusive. In fact, they are related
to each other and consumer attitudes are illustrative of a combination of functions.
a) Utilitarian function: Consumers form positive attitudes towards product/service offerings
because they provide a utility, in other words, they provide a rewarding experience through the
benefits that they provide. Consumers learn to relate a reward with the use of the offering. On the
other hand if they do not offer a rewarding experience, consumers form a negative attitude
towards such an offering.
b) Ego defensive function: Consumers form attitudes as they help defend their ego, self-image
and self-concept. If a consumer is high on ethnocentrism, and patronizes Indian products, he
would have a positive attitude towards Indian brands. He would speak for and promote such
brands even if he knows that a foreign made product provides better value. Attitudes are formed
to protect the ego.
c) Value expressive function: Positive attitudes are formed when a product or service expresses
a personss values and lifestyle, personality and self image, and self concept. This is because
attitudes provide people with a basis for expressing their values. In cases where there is a
mismatch between the product image and a consumer self-image, a negative attitude is
developed. Attitudes are a reflection of value.
d) Knowledge function: Attitudes are formed when consumers want to reaffirm their knowledge
base, to finally help them simplify purchase decision making. If a consumer thinks positive about
a brand, it helps reaffirm his opinion, and makes decision making simpler and faster. Attitudes
help in decision making.
(iii)
Attitude formation is of prime importance to the marketer (Cronje et al., 2004) as the needs to
develop positive attitude for his product and service offering becomes necessary in order to gain
gain a competitive edge in the market place. According to Cant et al. (2006), attitude comprises
of three components, knowledge, feeling and behaviour; the knowledge and feeling component
remain hidden while the behaviour can be observed. In addition, Kotler and Keller (2009)
inferred that an attitude (whether positive or negative) is formed based on the observation of
ones behaviour. According to Schiffman and Kanuk (2004), once attitudes are formed (as a
57
result of learning), it is very difficult to change them. Attitudes are formed as a result of the
learning process (Cant et al., 2006).
(iv)
While attitudes are formed as a result of learning, they are influenced by various sources (Cant et
al., 2006). Such sources according to Loudin and Bitta (2002) include self-experiences, as well
as direct and indirect influences; direct influences are influences from family and friends,
salespersons (direct marketers) as well as dealers; indirect influences include influences via mass
media, either print or audio-visual.
According to Loudin and Bitta (2002), self experiences have a major role to play in the
formation of attitudes. It was further emphasized that consumers form favourable and
unfavourable attitudes towards product and service offerings based on self experiences. They try
out product and service offerings and also evaluate them based on their self experience. Cronje
et al. (2004) further stated that direct influences through interactions with members of family as
also with friends, relatives, and primary reference groups impact the formation of attitudes. In
addition, Quester et al. (2007) noted that salespersons as well as dealers also play a key role in
the formation of attitudes. As these marketing representatives provide information to the
consumers and attempt to favorably influence potential customers towards their product and
service offerings. According to Cant et al. (2006), indirect influences in form of mass media,
either print or audio-visual provide information to the consumers and this helps in formation of
attitudes towards product and service offerings.
2. Consumer Learning
Learning, according to Strydom, Jooste and Cant (2000) can be defined as a result of a
combination of motivation, attention, experience and repetition. Learning is the process by
which individuals acquire the buying and consumption knowledge and experience they apply to
future-related behaviour (Cant et al., 2006).
Learning is defined as a relatively permanent change in the behaviour that occurs as a result of
experience of self or others (Kotler and Keller, 2009). There occurs an enhancement of
knowledge, skills and expertise which are relatively permanent. According to Peter and Olson
(2005), consumer learning is defined as a process by which people gather and interpret
information about products and services and use this information/knowledge in buying patterns
and consumption behaviour. Schiffman and Kanuk (2004) defined consumer learning can be
thought of as the process by which individuals acquire the purchase and consumption knowledge
and experience that they apply to future related behaviour. Consumer learning may be
intentional, where learning is an outcome of a careful search for information; learning can also
be incidental, where learning occurs as a matter of chance, by accident or without much effort.
Chart 2.1 below shows the learning curve depicting the four learning stages.
59
PHASE II
REINFORCEMENT
PHASE III
HABIT
P
r
10
o
b
a
b
i
l
i
t
6
5
y
4
o
f
e
1
Number of trials
Source: Ibidunni and Akinbola (2013).
Accoding to Ibidunni and Akinbola (2013), consumers of goods and services pass through the
following four learning stages to achieve brand loyalty: (i) knowledge of the existence of the
product, at the base of phase One, (ii) experience, positive or negative, having purchased and
used the product, at the end of phase One (iii) belief, having used and enjoyed the benefits
60
accruing from the product, at phase Two, and (iv) attitude formation, that is, phase 3, loyalty
stage to a product. At this stage, the product becomes a house-hold name to the consumers
(Howards and Irwin, 1963).
to the motives. According to Kotler (2000), all the 4Ps could act as cues and give direction to
consumers motives; eg. the packaging of the product (colorful design; easy to carry; reusable
containers), price (discounts, sales), place (store display, store layout, window dressing) and
promotion (advertisement).
c) Response: The behaviour of a person constitutes the response (Hawkins et al., 2005).
Schiffman and Kunuk (2000) also stated that how a person reacts to a drive or a stimulus,
reflects his/her response. Hawkins et al. (2001) noted that response could take various forms
namely:
- It may be overt and lead to an action; the consumer may decide to purchase the product/brand.
- The response may just be learning for the future, i.e. when purchase is postponed for future.
61
- A favourable image about the product/brand may be created; the consumer develops an
intention to buy; as and when the consumer decides to make the purchase, he would consider that
brand.
(ii) Nature and Characteristics of Learning
Peter and Olson (2005) identified the following as the nature and characteristics of learning
1. Learning involves a change in behaviour. In terms of consumer learning, consumer who is
exposed to the marketing stimuli, may react to it through its purchase and consumption; if his
experience is satisfying, he would repeat the purchase behaviour in favor of the brand. In case he
is not satisfied, he would switch over to another brand. Thus leaning involves a change in
behaviour.
2. The change in behaviour occurs because of experience, there has to be some kind of an
experience for learning to occur. This experience could be direct (self-experience) or indirect
(experiences of others, and word of mouth). A consumer learns about a product/service category
and the varying brands either on his own or from others. Pleasant experiences with the
product/service category, leads to a positive opinion about the brand, and would eventually
develop into brand loyalty. On the contrary, his unpleasant experience, leads to a negative word
of mouth and switchover to other brands.
3. Consumer learning also reflects the impact of (i) marketing (commercial) and non-marketing
communication (interpersonal/non-commercial), as well as (ii) background characteristics.
4. Learning is a cognitive process and can only be inferred through actions and behaviour.
Learning includes exposure to information, its processing and storage; this entire process cannot
be observed directly, and is only reflected in our behaviour.
5. Learning is a continuous process. A person is exposed to information/ knowledge
and/experiences all the time; he interprets these, learns from them and stores these in his memory
for retrieval. Thus, Consumer learning is seen as a continual process where knowledge is ever
evolving as a result of (i) marketing stimuli (watching or reading about newer products/services
and brands, their features, prices etc. and thinking about them); or, (ii) discussion with family,
friends, peers, colleagues, blogs and public forums; or, (iii) direct experiences (self) and indirect
62
experiences (Word-of-Mouth). This knowledge gets integrated into the memory with the other
information stored earlier, and this newly acquired information would alter/modify existing
information, and acts as a basis for future purchase
6. Learning may be specific/intentional, ongoing and incidental. Consumer learning is
specific/intentional when it is directed to a specific need and problem solving; it is deliberate in
nature and specific to the situation, where the person intends making an immediate purchase
3. Perception
Perception is the process of receiving, organising and assigning meaning to information or
stimuli detected by the five senses (Strydom et al., 2000; Kotler, 2000; Cant et al., 2006).
According to Hawkins et al., (2001), perception has been defined as the process by which an
individual selects, organises and interprets information inputs to create a meaningful mental
picture of the phenomena. Kotler (2000) emphasized that consumers are constantly bombarded
with marketing information every time and information processing is subject to consumers
perceptual defences, namely selective attention, selective perception and selective retention.
According to Singh et al., (2000), selective attention involves consumers inability to allocatt time
and effort in addressing all information received. This necessitates giving attention to only the
information that fascinates and addresses consumers need per time (Hawkins et al., 2001).
According to Kotler (2000), consumers are likely to perceive and interpret information that
they receive in a way that it will suit their personal lifestyle and their personal lifestyle and
preconceptions. Cant et al. (2006) noted that consumers will choose things they want to hear and
block-out any unwanted marketing message. It was further stated that in selective retention,
consumers tend to forget information and marketing messages that do not conform to their belief
system and attitude. Model 2.3 shows that the perceptual process consists of four stages, namely,
exposure, attention, interpretation, and memory (or recall) (Hawkins et al., 2001).
63
Exposure
Attention
Interpretation
Memory
Source: Adapted from Hawkins et al. (2001).
Information processing is selective and includes the following steps as shown in model 2.3:
Exposure: According to Hawkins et al. (200), consumers of product and services always seek
information that they believe will help them sustain and increase their level of satisfaction.
Attention: Hawkins et al. (2000) noted that attention is most likely to occur when the message is
of relevance and is determined by the individual, the stimulus and the situation.
Interpretation: According to Cant et al. (2006), interpretation refers to the way consumers
assign meaning to sensations and stimulus. Hawkins et al., (2000) emphasized that individual
related characteristics such as prior learning exercise a significant influence on consumers
interpretation to a given phenomensa.
Memory or Recall: According to Kotler (2000), prior learning experiences constitute the toal
accumulation of a persons memoery. Generally, there are two interrelated componenets of a
persons memory namely: short-term and long-term memory (Hawkins et al., 2000; Cant et al.
2006 and Kotler, 2000). Hawkins et al. (2000) noted that consumers make use of the longterm
memory when trying to recall marketing messages /information at the point of purchase. Cant et
al. (2006) further noted that marketing communication should be kept simple and have some
impact in attracting attention for it to be successful otherwise consumers might choose to ignore
it completely.
4. Perceived Risk
According to Assael (1992), while making a purchase decision and immediately after having
made a purchase, consumers experience a state of uneasiness and tension. The purchase process
64
results in a state of anxiety and tension with respect to the negative consequences that could
result from product usage. This state is known as perceived risk; it refers to a feeling of
uncertainty that arises within an individual when he fails to predict the consequences of product
choice, usage and resultant experience. This feeling arises because the consumer cannot judge
with certainty the consequences of their purchase decision. The circumstance that led to such a
state is lack of information, newness of the product/service offering, complexity of the offering,
high price
uncertain about the products attributes, features and overall benefit; His doubt is whether
the product will perform as it is expected to perform.
2. Physical Risk: This kind of a risk is perceived when a consumer doubts about his and his
familys safety with respect to the usage of a product? It refers to the dangers that the
product usage could bring with itself
3. Financial Risk: This kind of a risk is perceived when a consumer doubts as to whether
the product is worth its cost? In other words, the consumer assesses the benefit versus
cost of the product?
4. Social Risk: This is the kind of risk that a consumer faces when he doubts the product
purchase and usage to sanctions and approval by the social group or class to which he
belongs.
5. Psychological Risk: This kind of a risk is perceived when a consumer fears social
embarrassment.
6. Time Risk: The consumer is uncertain and doubts whether his time has been wasted by
making a wrong choice or that he would have to spend time again if the product does not
perform as expected.
According to Schiffman and Kanuk (2004), perceived risk is subjective in nature and it varies
across people, product and situation. In other words, the degree and intensity of perceived risk
would be different for different people, it would be different for different products; and, it would
65
also change with the communication media. It is noteworthy that consumers perception of risk
is affected by personal characteristics.
B. Perceived Risk Reduction Method
Perceived risk can be lessened or even ignored, thereby ending the state of tension and anxiety.
Some risk-reduction measures that can be taken by the consumer and by the marketer are as
follows:
1. Information: Consumers can reduce the degree of perceived risk by acquiring more
information informally with his family, friends and peers, or an opinion leader, or with
experienced userin form of word-of-mouth communication helps to reduce the level of risk
considerably. The marketer can also play an important role by providing formal communication,
through his salespeople, his channel members (dealers) as well as through print, audio visual or
mobile media.
2. Brand loyalty: Consumers often decide to be brand loyal so as to escape feelings of
uncertainty. They are well informed about the brand and so have tried and tested it before.
Purchasing the same brand reduces or even eliminates any kind of negative consequences.
3. Brand image: Consumers may also decide to go by the brand image and make choices based
on product reputation of quality, credibility and dependability. They may decide to go in for a
trusted and well-known brand, rather than going in for lesser known or unknown brands.
4. loyalty and image: Similar to brand loyalty, some consumers try to be loyal to the store. They
believe in going to stores where they have been before and have built successful relationships
with the dealers or the retailers and the salespeople. Also, consumers often decide to go by the
store image and make choices based on store reputation of credibility and dependability. This is
particularly seen when consumers have no information or less information about the product or
service offering.
5. Consumer Emotions and Moods
I. Emotions
Hawkins et al. (2001) defined emotions as a strong, mental or instinctive feeling affecting
consumer behaviour due to the uncontrollable nature of the phemomena. In addition, Schiffman
66
and Kanuk (2004) noted that emotions are changes in the body state that impact psychological
processes thereby resulting in expression of feelings and observable behavioural reactions.
Emotion varies, and it has been categorized differently as follows; Lindquist and Sirgy (2003)
observed that emotions comprise pairs of opposite states, and there are three of such pairs, viz.
pleasantness/unpleasantness, tension/release and excitement/relaxation. Also, according Loudon
and Bitta (2002), there are eight kinds of emotions that can be grouped in four pairs of opposites,
viz., joy/sadness, acceptance/disgust, anger/fear and surprise/anticipation. Thus emotions can be
positive or negative; they can give happiness and pleasure or unhappiness and discomfort
According to Lindquist and Sirgy (2003), emotions are personal states, which is private and
subjective. A subjective state could change differently in response to the environment, as it
varies within a person and across persons, and gets reflected as a psychological arousal. While
some emotions are conscious and clear, others remain at the sub conscious level and are abstract.
Hawkins et al. (2001) also noted that emotions can be slight or intense and remain for short or
ling periods of time.
II.
Moods
According to Hawkins et al. (2001), moods are defined as emotional states that are less intense,
transient and short term. They are also described on a continuum as good or bad, and thus have a
positive and negative valence (Hawkins et al., 2005). Like emotions, they are also triggered by
noticeable and unnoticeable stimuli, be it persons, objects and situations (Loudon and Bitta,
2002).
However, consumers are more aware and conscious of emotions, than of moods
67
Personal Characteristics
Race, gender and age are the three personal characteristics that customers have no control over
(Cant et al., 2006). Each of these characteristics are addressed below.
Race
Race is a trait that marketers can use to establish sub-cultures and can be defined as the genetic
heritage group into which a person is born (Cant et al., 2006). Different racial groups have
different need and purchasing behaviour. The responsibility of the marketer lies in its ability to
identify and target each group with unique marketing communications.
Gender
Gender will also impact on consumers values and preferences. Gender most likely affect
purchasing patterns. According to Cant et al. (2006), differences occur in the loyalty patterns of
men and women. Men were more loyal to domestic or local retailers while women were more
responsive to international retailers and were a more attractive segment for the retailers entering
a country.
Age
Age is one, if not the most important factor that affects consumer behaviour. Age groups can be
divided into age cohorts that will allow a marketer to predict an age groups future attitudes,
values and behaviours. Different generations are most likely to exhibit different consumer
behaviours from the preceding one (Cant et al., 2006).
The decision making process consists of five steps as illustrated in model 2.4. This model
implies that consumers pass through all of these five stages in buying a product as identified by
Kotle (2000); Schiffman and Kanuk (2005) and Cant et al. (2006) as:
I.
II.
Information search: They look for information about possible solutions in the external
environment, or use the information stored in memory.
III.
Evaluation of alternatives: They evaluate or assess the various alternatives, using the
information they have at hand to come to a decision
IV.
V.
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behaviour
Source Adapted from Strydom et al. (2000); Kotler (2000); Cant et al. (2006)
2000; Hawkins et al., 2010) identified three factors that affect need recognition namely:
information stored in memory, individual differences and environmental influences. This process
involves perceiving a deficiency/need.
2. Pre-purchase information search:
After a need is recognized, the consumer goes for an information search, so as to be able to make
the right purchase decision (Hawkins et al., 2005 ). According to Solomon, Bamossy, Askegaard
and Hogg (2010), consumers will look for information from their environment in order to
facilitate their decision making process. Schiffman and Kanuk (2005) noted that the search
consumers engage in may be internal or external. Kotler (2000) emphasized that information is
either stored in memory (internal search) or is acquired through decision-relevant information
from the environment (external search), through group sources (family and friends), marketing
sources (advertisements), public sources (media reports), and experimental sources (trying out
the product). External search is thus affected by individual differences and environmental
influences. Model 2.5 below shows the search for Information.
Model 2.5 THE SEARCH FOR INFORMATION
Information Search
Individual Differences
Environmental Influences
Consumer Resources
Motivation
Knowledge
Attitude
Personality
Evaluation
Decision
(booklets and pamphlets), human sources (financial consultants) and social and cultural influences
(Cant et al., 2006). Solomon et al. (2010) noted that the consumer gathers information about the:
(i) Product category and the variations (ii) Various alternatives and (iii) Various brands. The
amount of information a consumer will gather depends on the following: i) the consumer:
demographics (age, gender, education), psychographics (learning, attitudes, involvement,
personality type), ii) product category: differentiation and alternative brands available, risk,
price, social visibility and acceptance of the product. iii) situation: time available at hand, first
time purchase, quantity of information required, availability of information. Consumer decisions
are generally based on a combination of past experience and relevant information at hand.
3. Evaluation of alternatives
Alternative evaluation refers to the process by which available alternatives are evaluated and
selected to meet consumer needs (Engel et al., 1995; Kotler, 2000). Once the consumer has
gathered the necessary information, he compares the different alternatives available on certain
criteria (Solomon et al., 2010). This involves: i) Generation of choice alternatives; ii)
Identification of evaluative criteria: Attributes and Benefits; iii) Application of Decision Rules.
I.
ii) Identification of Evaluative Criteria: Attributes and Benefits: These are objective and
subjective parameters of the brand that the consumer regards as important, and uses as standards
to discriminate among the various alternatives (Hawkins et al., 2001). The consumer evaluates
the different alternatives on one or few or many of these features and then makes a final choice
(Kotler and Keller,2009). According to Hawkins et al. (2005), there are certain features that a
consumer considers when choosing among alternatives; these could be functional/utilitarian in
nature (benefits, attributes, features), or subjective/emotional/hedonic (emotions, prestige etc.).
According to Hawkins et al. (2001), the major evaluative criteria are:
- Economic: Price, Value (Product Attributes, Brand image, Evaluation of Quality, Price, &
71
Features).
- Behavioural: Need/motivation, Personality, self-concept and self-image, Lifestyle etc.
- Social influences: Group influences, environmental issues etc.
iii) Application of Decision Rules to make a final choice amongst alternatives: According to
Schiffman and Kanuk (2005), in decision rules consumers will have to make trade-offs between
the quality of their choice and the amount of time and effort to be expended in executing the
decision.
4. Purchase decision
These are objective and subjective parameters of the brand that the consumer regards as
important, and uses as standards to discriminate among the various alternatives (Cant et al.,
2006). The consumer evaluates the different alternatives based on certain features and then
makes a final choice (Hawkins et al., 2001). They are features that a consumer considers in
choosing among alternatives; these could be functional/utilitarian in nature (benefits, attributes,
features), or subjective/emotional/hedonic (emotions, prestige etc.) (Solomon et al., 2010). After
the consumer has evaluated the various alternatives, he selects a particular brand. Kotler and
Keller (2009) noted that consumer purchases may be trial/first purchases or repeat purchase.
Trials/First purchase: Trials could be elicited through market testing, or through promotional
tactics such as free samples, coupons, etc. Repeat purchases: If the consumer is satisfied, he
would buy the brand again.
5. Post-purchase outcome and reaction
According to Cant et al. (2006), the post purchase outcome and reactions contains two stages;
Stage I comprises Post purchase Cognitive Dissonance: This is a feeling of tension and anxiety
that a consumer experiences after the purchase of a product (Hawkins, 2005). The consumer
begins to have a feeling of uncertainty with respect to the performance of the product and begins
to doubt his purchase decision whether the decision was the right one (Solomon et al., 2010).
Stage II comprises Product usage and reaction: After the purchase, the consumer uses the
product and re-evaluates the chosen alternative in light of its performance viz. a viz. the
expectations (Strydom et al., 2000). Schiffman and Kanuk (2005) identified that this phase is
significant as it (i) acts as an experience and gets stored in the memory; (ii) affects future
purchase decisions; (iii) acts as a feedback.
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3. Purchase Behaviour
When evaluating advertising effectiveness many researchers as well as practitioners frequently
use a measure of Purchase behaviour (Kotler, 2009). According to Kotler et al. (2002), purchase
behaviour could also be used as a measure of advertising effectiveness. Purchase behaviour is
defined as the buyers self-instruction to purchase the product, or to take another relevant
purchase-related action (Kotler and Keller, 2009).
4. Customer loyalty
Customer loyalty is a very vital component of any successful business (Uncles, Dowling and
Hammond 2003). There are many definitions of loyalty. According to Inamullah (2012),
customer loyalty is the willingness of a consumer to purchase the same product and keep the
same profitable relationship with a particular company. In other words, it the continuous buying
of a consumer for a particular company brand and suggesting to other friends and family. There
73
must be something attractive in a brand which keep a customer to buy that product over period of
time without preferring ant other competitor brand.
Customer loyalty have been classified into two parts according to (Guilln, Nielsen, Scheike and
Marn, 2011). First part is consumer behaviour and the second part is consumer attitude.
These attitude involves the individuals feelings informing consumers attachment to products,
services or to the organization as a whole (Guillen et al., 2011); and behavioural loyalty
involves repeated purchases, expanded purchases, and recommendations (Hallowell, 1996).
Rauyruen and Miller (2007) stated in their study that customer loyalty may be informed by
rational or either emotional factors. Rational factors may be the characteristics of the product and
emotional factors are consumer feelings towards a product/service.
Consumer loyalty is a behaviour of a consumer indicating willingness to repurchase from a
company and continue relationships with that company in their future purchases (Uncles et al.,
2003) . Customer loyalty is the key factor under consideration of each and every firm (Vesel and
Zabkar, 2009).The primary overall objective of most companies is the maximization of
shareholders wealth (Dade and Lichtenstein, 2007). This is consistent with what most
executives set out to achieve been spelt out as strategic, tactical, or operational goals. Such goals
could include the maximization of sales through maximization of customer base (Dade and
Lichtenstein, 2007).
Loyalty is a feeling of duty, a feeling of devotion, duty, or attachment to somebody or
something. In the context of marketing, loyalty is something consumers sometimes choose to
exhibit to brands, services, stores, product categories, activities etc (Uncles et al., 2003). Uncles
et al. (2003) reiterated that there is no universally agreed definition to the concept of customer
loyalty. However they stated three popular standpoints including:
i. loyalty leading to attachment to the brand
ii. loyalty as it relates to trend of activities
iii. buying influenced by uniqueness of individuals
Accordinh to Ang and Buttle (2006), a loyal customer can be such influential to the organisation
that, through the emotional attachment, the customer might engage in activities of a sales
representative of the organisation that is, bringing other customers to the organisation. The word74
of-mouth advertisement plays important role in reaching new customers which Steffes and
Burgee (2009) defined as an informal communication sent to the customers. Word-of-mouth as a
form of interpersonal communication among consumers is a dominant force in the market place
(Longart, 2010).
Customer loyalty is the key and important competitive advantage in current market situations
(Lin and Wang, 2006). Once a firm understands the mind of their consumer they can make a
long lasting profitable relationship with them and can make them loyal (Inamullah, 2012). It
takes a loyal customer as much time to engage in word-of-mouth advertisement as it requires an
attempt to persuade a friend or an affiliate to buy a new product or service (Hallowell, 1996).
Moreover, researchers argue that customers trust opinions of their friends and loved ones more
than marketing messages about products and services (Jurvetson, 2008 cited in Weber, 2011).
5. Customer Satisfaction
According to Gilmore and McMullan (2009), customer satisfaction comes when the outcome of
a transaction or interaction matches the expectation of the customer. In their work on scales in
service marketing, Gilmore and McMullan (2009) reiterated that customer satisfaction results
when companys promises/ customers expectations are met in services delivery. Although
it
can be argued that organizations should be moderate in their promises to customers and rather
attempt to promise little, perform more (Sorescu et al., 2007), considering the intensity of
competition in the digital market, customers need lots of promises in order to maintain their
patronage. Moreover, heightened promises places the organisation on a pedestal of high
performance which would bring much satisfaction to the customer (Parasuraman et al., 1991).
Bagram and Khan (2012) defined satisfaction as features or characteristics that can fulfill either a
need or want of a consumer in better way than competitors. If a company provides a product
according to the requirements of their consumers it will lead to the satisfaction of those
consumers. The higher or lower satisfaction of a consumer will depends upon the quality of
brand characteristics that offered by a company (Gerpott, Rams and Schindler, 2001). This is the
consumer satisfaction which contribute for the future money making for a company (Hauser,
Semester and Wernerfelt, 1994).
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For the retention of consumer, it is important to satisfy consumers (Guo, Xiao andTang, 2009).
The unsatisfied consumers of a company do not take time to switch that brand (Lin and Wu,
2011). Low quality services can also lead to dissatisfaction. A low quality service is that service
which does not fulfill the requirements (Rust and Zahorik, 1993). However it all depends upon
the segments a company is targeting and what are their expectations for that product (Auh and
Johnson, 2005). In the study by Anderson (1994) he explain that customer satisfaction is the key
factor which is used to measure the companys internal and external performances and assigning
funds to each and every activity.
Service is a key factor for consumer satisfaction although this is not the only factor which is
responsible for consumer satisfaction (Lin and Wu, 2011). Rust and Zahorik (1993) discussed in
their study that customer satisfaction has positive relationship on loyalty. Auh and Johnson
(2005) in their study identified a strong relationship between satisfaction and loyalty. Bodet
(2008) describe that affiliation exist between customer satisfaction and customer loyalty. Vesel
and Zabkar (2009) identified in their study that customer satisfaction is an important indicator for
the customer loyalty. Shankar, Smith and Rangaswamy (2003) also examine that there is certain
relationship between satisfaction and loyalty and this was supported by Kim, Jeong and Park,
(2007) who stated that customer satisfaction lead to customer loyalty.
information via advertising messages (Gordon and Turner, 1997). Information received by
consumers through mobile devices must demonstrate qualitative features like accuracy,
timeliness, and usefulness for consumers (Siau and Shen, 2003). Varshney (2003) suggested that
information is considered a valuable motivation that leads recipients to react very positively to
advertisements
(ii) Entertainment
Entertainment is defined as the ability to fulfill an audience needs for aesthetic enjoyment, fun
diversion, or emotional pleasure (Ducoffe, 1996). Perceived entertainment in advertising can be
defined as an amusing and pleasant experience through the use of media (Okazaki, 2005a).
Shavitt and Lowrey (1998) concluded that the pleasure one feels from advertisements plays the
most important role in his/her overall attitude toward advertisement. According to Haghirian et
al. (2005), perceived entertainment of mobile advertising is not only related to attitude, but also
adds perceived value of the advertisement by customer. Entertainment is considered as a
promotional mechanism to encourage mobile marketing communication. The very nature of
texting, with its own particular form of abbreviated language and more casual forms of
communication (such as text flirting) was seen as entertainment in its own right (Grant and
ODonohoe, 2007). In addition, the impulsive nature of phone-based entertainment supports this
construct (Wilska, 2003) as especially young people use of telephony services for fun and
enjoyment (Williams, Rice and Rogers, 1998). Entertainment is also considered as a crucial
factor for mobile marketing. It is essential that the message is concise and funny, and thus
immediately captures consumers attention (Haghirian
2002). Entertainment services can increase customer loyalty and add value for the customer
(Haghirian and Madlberger, 2005).
(iii) Irritation
Irritation refers to any offending effects that may go against what a user values (Oh and Xu,
2003). In the context of advertising, irritation has been defined as employing tactics in
advertising that annoy, offend, insult, or are overly manipulative (Ducoffe, 1996; Waldt et al.,
2009). The tactics advertisers use when competing for consumers attention can be annoying to
the audiences. Taking this point further, irritation is a phenomenon whereby consumers tend to
refuse advertisements if they have the feeling that the advertisement is too intrusive. If an
77
individual feel indignity when being addressed by advertisements, this can mainly have an effect
on their attitude toward advertising (Shavitt, Lowrey and Haefner, 1998).
Moving in the mobile advertising context, most consumers are still quite uncomfortable with the
concept of mobile business and they are sceptical whether these businesses are feasible and
secure (Siau and Shen, 2003). Mobile advertising may provide an array of information that
confuses the recipient and can be distracting and overwhelming the consumer with information
(Stewart and Pavlou, 2002; Xu, 2006). Consumers may feel confused about them and react
negatively. Another point of possible annoyance is unwanted messages, commonly known as
spam (Dickinger, 2005). Spam intrudes into consumers privacy and hinder consumer acceptance
of the advertised product.
(iv) Credibility
In the context of advertising business, McKenzie and Lutz (1989) defined advertising credibility
as consumers perception of the truthfulness and believability of advertising in general. In
addition, Daugherty et al. (2007) viewed advertising credibility as an expression of consumers
expectations regarding the fairness and factualness of advertising. Advertising credibility was
proved to be significantly relevant to advertising value of web advertising (Brackett and Carr,
2001). Credibility is consumers confidence in the honesty and plausibility of the advertisement
(Chowdhury et al., 2006). Credibility also plays an important role in mobile advertising. If
consumers do not find the adverts to be credible, this will negatively affect their attitude towards
the adverts (Dahln and Nordflt, 2004).
(v) Relevancy of Message
Advertising relevancy has been defined as the degree to which message content are pertinent,
applicable, and related to consumers needs (Lastovicka, 1983). Relevance is a key concept in
understanding advertisements, because it is a primary component of all aspects of human
communication. In general, Consumers expect SMS advertising to be highly relevant to them as
the mobile phone has a personal nature (Barwise and Strong, 2002). High relevance can only be
achieved by using reliable information related to the consumers
(vi) Subjective Norms
Subjective norms are defined as the persons perception that most people who are important to
him think he should or should not perform the behaviour in question (Fishbein and Ajzen 1975).
78
Subjective norms are intended to account for social influences that the persons attitude is
exposed to. Thus, performing a particular behaviour is influenced by others opinions about the
behaviour (Mansour, 2012). Many of the decisions made by consumers are taken within the
environment of the family and are thus affected by the desires and attitudes of other family
members (Evans et al., 2006), or are affected by what the consumers believe other people think
they should do (Solomon, 2004). The relationship between subjective norms and intention to
behave is originally depicted in the Theory of Reasoned Action (TRA), developed by Fishbein
and Ajzen (1975) and illustrates that intentions are shaped through attitudes and social norms
which in turn shape or even dictate an individuals behaviour. Subjective norms can also be
termed reference group (Bearden and Etzel in Evans et al., 2006).
According to Park and Lessig (in Evans et al., 2006), reference group influence is manifested in
three ways:
(i) An information influence, for example, when a consumer is considering buying a product
and seeks information from family, friends and perceived experts. In doing so, the
individual can also make inferences by watching the behaviour of others. This type of
influence works in order to be able to make informed decisions.
(ii) A utilitarian influence, which concerns a degree of conformity with the behaviour or
norms of a group with which the consumer wants to identify. This influence works well
if the individual perceives that his or her behaviour is visible or is known to others and
that the significant others in the group can mediate rewards or even punishment.
(iii) A value expressive influence, which occurs when consumers buy a brand or a product
which they think will enhance their image among others in the group. This influence
works particularly well when the individual likes those in the reference group.
The reference group influence varies depending upon whether the product category or brand is a
publicly consumed luxury, a privately consumed luxury, a publicly consumed necessity or a
privately consumed necessity (Evans et al., 2006). Table 2.3 indicates the effects of reference
group influences within different contexts.
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(vii)
Innovativeness
Mobile marketing is an innovative strategy of marketing instrument for reaching the mass
market. Acceptances of these marketing instruments are influenced by consumers degree of
innovativeness. According to Foxall et al. (2005), the nature of consumer innovativeness
includes two interrelated concepts:
a) Innovation, which can be new products, new markets, new marketing channels, new
processes or new marketing concepts. Innovation can also mean major breakthroughs or
a stream of incremental changes (Doyle and Bridgewater, 1998).
b) Consumer innovativeness is the tendency to buy new products in a particular product
category soon after they appear in the market or relatively earlier than most other
consumers in the marketing segment (Foxall et al., 2005). It is also likely to apply to the
use of innovative concepts, such as accepting marketing via SMS.
Innovativeness is a continuous individual difference variable of the degree to which a person
likes to try new things. It is comparable to any other consumer characteristic such as lifestyle,
opinion leadership, and involvement. (Foxall et al., 2005; Solomon, 2004). Im, Bayus and Mason
(in Bauer et al., 2005) differentiate between innate innovativeness and actual innovativeness:
innate innovativeness constitutes the innovativeness that is part of each individuals personality;
while actual innovativeness refers to the actual adoption of a specific innovation by a particular
individual.
Steenkamp and Alii (in Roehrich, 2002) maintain that innate innovativeness is a predisposition
to buy new and different products and brands rather than remain with previous choices and
consumer patterns. Roehrich (2002) identified the following as forces of predisposition:
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a) Stimulation need: need for stimulation may be perceived as an antecedent of new product
acceptance and adoption, either directly or indirectly, through innovativeness.
b) Novelty seeking: inherent novelty seeking is an internal drive or a motivating strength
which motivates the individuals search for new information.
c) Independence toward others communicated experience: it occurs when an individual
makes innovation decisions independently from the communicated experience of others.
d) Need for uniqueness: the need for uniqueness pushes the individual to distinguish
himself through the possession of rare items provided this is a socially acceptable
behaviour.
Innovativeness can be measured by three criteria as identified by Assael (1984).
a) Firstly, it is simply measured by adoption at a given time. Consumer innovativeness in
part accounts for the timing of the decision to adopt an innovation. More innovative
consumers are earlier to buy a new produce or service than less innovative consumers.
Innovative consumers are usually very knowledgeable about the product area and make
great use of speciality media in the product area. (Assael, 1984: Foxall et al., 2005).
b) A second criterion used to identify innovators is the number of new products adopted.
Such a criterion is useful in distinguishing between the product-specific and the
generalised innovator (Assael, 1984). For example, the innovator who is among the first
to consider buying a cell-phone is also likely to be among the first to consider using SMS
for mobile communication.
c) A third criterion used to measure innovativeness is how consumers see themselves on the
characteristic of innovative product usage. Such self-designating measures are used when
the researcher wants to determine the orientation of the consumer to new products rather
than measuring specific adoption (Assael, 1984). For example, a cell-phone user may feel
that using SMS only for personal communication is not enough; if they can receive more
business information via SMS then it may be better.
Higher Innovativeness is often displayed as a strong personal interest in the product field, which
links with high-involvement (Evans et al., 2006). Involvement is commonly defined as the
consumer personal interest in buying or using an item from a given product field, an approach
which nicely summarises the individual, experiential, and situational components of the
81
relationship (Evans et al., 2006). A persons level of involvement depends upon personal
relevance and the inherent interests, needs and values of the individual, with regard to the object
of involvement (Evans et al., 2006). Consumer motivation to process information is often
conceptualised in terms of their involvement with the information stimuli (Evans et al., 2006).
Table 2.4 illustrates the degree of involvement (more and less innovative) linked to the different
types of learning and different levels of product knowledge.
Less innovative
(Low-involvement)
Cognitive learning
Passive learning
Table 2.4 shows that more innovativeness (high-involvement) with a strong personal interest
and cognitive learning lead to high product knowledge, and further leads to a central route to
persuasion. This indicates attitude change resulting from a persons diligent consideration of
information that he or she feels is central to the true merits of a particular attitudinal position.
Such consumers pay strong attention to the product-related features and other relevant factual
information and consciously elaborate potential outcomes (Evans et al., 2006).
However,
Existing knowledge
Consumers are likely to conduct their behaviour according to their beliefs or knowledge (Kassarjian
and Robertson, 1991). A consumer existing knowledge determines his or her ability to understand
the features and usage of an innovation and see the value thereof (Bauer et al., 2005; Bennett, 1998).
Consumers often use existing knowledge to learn about innovative products or services. When
evaluating a new product or service, consumers try to form an evaluation of it by using their
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According to
diffusion of innovation, an innovation is usually adopted by only a few people, then later by
more people at a greater rate (Foxall et al., 2005). This happens because individuals in the
social system have different initial opinions or beliefs about the attributes of the innovation, as
well as a greater uncertainty about the innovation. There is therefore a need for additional
information before the consumer can make a decision (Kassarjian and Robertson, 1991). Thus,
with more existing knowledge, the innovation can more easily obtain acceptance by consumers.
According to diffusion theory, complexity refers to the perceived difficulty of learning to use and
understand an innovation (Tisdell, 2003). Sheth (in Bauer et al., 2005) believes that an
innovation is perceived to be less complex if the consumer already possesses a certain amount of
knowledge about the innovation itself or about a product similar to it. Mobile communication
technology is the technological basis to support the use of mobile marketing. The existing
knowledge of mobile communication in general will influence the acceptance of mobile
marketing. In the technological market innovativeness is characterised by extensive technical
knowledge, confidence in independently operating new technology, and a willingness to learn
about technological innovations; and a more positive attitude towards technology is also
apparent (Saaksjarvi, 2003). According to Bauer et al. (2005), the relationship between the
perceived technological complexity of mobile communication and the attitude towards mobile
marketing can also be negative even if there is a high existing knowledge of mobile
communication among mobile phone users.
(ix) Attitude toward advertising
Friman (2010) states that the aim of advertisings is to influence consumer behaviour. The
attitude towards advertising (ATA) has been defined by Lutz (in Mehta and Purvis 1995) as a
learned predisposition to respond in a consistently favourable or unfavourable manner to
advertising in general. Mehta and Purvis (1995) believe that the attitude towards advertising in
83
general is expected to influence the success of any particular advertising. According to Bauer et
al. (2005), there are two attitudes associated with cell-phone users: the attitude towards
advertising in general and the attitude towards mobile marketing. The relationship of both
attitudes is that mobile marketing can be considered to be a subset of all available instruments for
communicating advertising content because mobile advertising messages are usually delivered
by using SMS to cell-phone users. Consequently, cell-phone users may be expected to hold a
stable and consistent attitude toward advertising in general (Bauer et al., 2005). Advertising in
general can thus be a basic strength to influence consumer attitude towards mobile marketing.
(x) Perceived Risk
This involves the amount of risk that consumers perceive to be present in the decision process
(Foxall et al., 2005). Risk can be financial, physical or social (Neal et al., 2004). Perceived risk
(PR) is commonly thought of as an uncertainty regarding possible negative consequences of
using a product or service (Featherman and Pavlou, 2002). If the perceived risk of the object is
low, it is more likely to be adopted, whereas a high level of perceived risk will generally have a
lower adoption rate (Evans et al., 2006).
Perceived risk has been closely identified with innovativeness (Assael, 1984). According to
Neal et al. (2004) and Assael (1984), there is a higher degree of risk associated with trying an
innovation because consumers lack information and prior experience; moreover, the product may
be technologically complex. In an attempt to reduce risk the consumer tends to rely on sources
of information with a high degree of credibility, such as friends who have purchased the product
or used the service (Assael, 1984). In addition, technological innovations usually involve a
substantial learning effort. Consumer education about a product or service is likely to reduce the
perceived uncertainty of adopting an innovation, since education could serve as a means for
companies to address potential adopter concerns about the perceived risk factors associated with
the adoption of innovations (Saaksjarvi, 2003). There are certain technical aspects of mobile
service security, as shown in model 2.6. In this business chain, the marketer serves as the
advertising content provider, who asks the telecoms service provider and carrier provider for data
transfer from the target consumer. During this process of data transfer, data will concern security
risk of data transfer and access level security.
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Bauer et al. (2005) identified that the risk associated with mobile marketing is mainly perceived
to relate to data security. The three interrelated issues of security, trust and privacy are often
bundled together under the single heading of security (May, 2001). With the use of the mobile
device it is possible for marketers to reach consumers anytime and anywhere. Such a
characteristic provides the basis that accounts for consumer fear of privacy violations (Bauer et
al., 2005). The dread of unwanted messages (unwanted messages, is commonly known as
spam) and privacy fears may prevent consumers from opting in for mobile or SMS advertising
(Dickinger and Haghirian 2004). According to Bauer et al. (2005), risk perception can therefore
strongly influence consumer willingness to adopt mobile marketing as an innovation. The
negative relationship between risk perception and attitude towards mobile marketing among
mobile phone users must be recognised.
Privacy and Permission
Spam refers to unsolicited marketing messages sent via e-mail or to a mobile phone (Fuller,
2003). According to Fuller (2003), in an existing customer relationship, it is legal to approach
consumers via e-channels. Spam is closely related to the invasion of ones privacy. Fuller (2003)
indicated that spam needs to be defined from the users viewpoint. Therefore, each message the
user perceives as unwanted or unsolicited marketing is defined as spam.
Mobile spam (i.e. unsolicited SMS messages) raises privacy concerns related to the utilisation of
the personal and location data used to personalize mobile marketing messages (Leppniemi, et
85
al., 2006). Consumers may be reluctant to trust mobile marketing as a marketing communication
channel because of their perceived risk regarding the safety of their personal data and privacy.
Privacy issues are particularly sensitive with respect to mobile marketing due to the personal
nature of mobile devices (Brown, 2006). Besides worries of intrusion into ones private space,
mobile spam raises privacy concerns related to the utilisation of the personal and location data by
service providers to personalize mobile marketing messages (Leppniemi, et al., 2006).
Frequency of Exposure
The number of advertising messages received via mobile devices is an important factor that
influences the advertising value for the consumer (Haghirian and Dickinger, 2004). Ducoffe
states that informativeness and entertainment of advertising information should decline with
repetition because the information will be learned by the audience and thereby lessening its value
(Ducoffe, 1995). As the quantity of promotional message rises, the attitude of the individual
towards the promotional vehicle also worsens and leads to tedium from consumers point of view
(Ha, 1996; Tellis, 1997).
2.1.17. Behavioural Intention
Behavioural intentions are the possible behavioural inclination of an individual (Ajzen, 1991).
Behavioural intention refers to the strength of a persons conscious plans to perform the target
behaviour (Mykytyn, Mykytyn and Harrison, 2005). Also, behavioural intention according to
Joynathsing (2010) is seen as an individuals planned future behaviour.
Furthermore,
consumers behavioural intentions were described by Cronin et al. (2000) as a set of multiple
(behavioural and non-behavioural) responses. Fishbein and Ajzen (1975) cited in Ravichandran
et al. (2010) suggested that behavioural intentions when correctly measured could predict actual
behaviour. Ajzen (2006) theorize that individuals behaviour is directed by three thoughts: first,
behavioural beliefs, which are beliefs about the outcomes of the behaviour and its evaluations;
second, normative beliefs, which are beliefs about others normative expectations and inspiration
to obey these expectations; third, control beliefs, which are beliefs about the presence factors that
might make easy or obstruct performance of the behaviour. So, attitude toward the behaviour
lead to the creation of a behavioural intention. Consequently, intention is assumed to be the
instant precursor of actual behaviour.
86
its indirect influence mediated by Ab (Cox and Locander, 1987; MacKenzie et al.,1986), since
consumers may decide what they will purchase without completely processing all brand
information (Biehal, Stephens and Curlo 1992). Although, SMS adverts provide limited
information, hence the evaluations stimulated by these adverts will more likely be affective in
nature and not largely analytical. This affective response may influence purchase intentions
directly, without all the effects being mediated by brand evaluations (Lafferty, Goldsmith and
Newell, 2002). The relationship between attitude and actual bahaviour has been viewed as been
positive and negative. Favourable attitude do not necessarily lead to faviourable behaviour in all
circumstances. But attitude often guide behaviour.
2.1.19. Consumer Attitude Models in Mobile Marketing
Studies from the literature revealed that the framework for the study of mobile marketing relies
on the models developed for the study of consumer attitude toward internet/web advertising and
advertising in general (Brackett and Carr, 2001). According to Varnali and Toker (2010), it is
more adequate to apply models developed for explaining the acceptance of information systems
and the development of attitude for studies in mobile marketing and mobile advertising In
addition, these models explain the intention to adopt mobile marketing based on theories related
to technology adoption (Pedersen and Ling, 2002).
Ducoffe (1996) developed a model depicting the perceptual antecedents of entertainment,
informativeness and irritation, used to determine consumers attitudes toward internet advertising
which formed the basis for the model developed by Brackett and Carr (2001) to test consumer
attitudes toward web advertising. The model, has the same three constructs identified in the
model developed by Ducoffe (1996) but it contains other additional constructs namely
credibility, which is an antecedent of consumer attitude towards an advertisement (Brackett and
Carr, 2001). This model as shown in Model 2.6 was used by Tsang et al. (2004) and Haghirian et
al. (2005) to test consumer attitudes toward mobile advertising.
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Model 2.7 Brackett and Carr's (2001) Model of Consumer attitude to Web Advertising
Entertainment
Informativeness
Attitude towards
Web Advertising
Credibility
Irritation
Source: Brackett and Carr (2001).
Tsang et al. (2004) used the theory of reasoned action (TRA) proposed by ( Fishbein and Ajzen,
1975) to examine the link between attitudes, intentions and behaviour related to mobile
advertising. Tsang presented a framework as shown in model 2.8 reflecting factors affecting
attitude and the relationship between attitude, intention to receive mobile advertisements and
user behaviour to reading and the timing for reading the advertised massage.
Model 2.8 Tsang et als. (2004) Model of Consumer attitude toward Mobile Marketing
Entertainment
Permission
Informativeness
Attitudes
Credibility
Intention
Behaviour
Irritation
Incentives
Source: Tsang et al. (2004)
Tsang et al. (2004) found that the respondents in general held negative attitude toward mobile
advertising unless prior permission has been obtained. Entertainment, informativeness and
credibility were positively related to attitude toward mobile advertising while the irritation factor
was negatively related. The study also showed that the permission affects the attitude toward
mobile advertising. Both attitude and incentives affect the intention. The study also indicates that
89
consumers with a positive attitude are more willing to receive mobile advertisements. There is a
high correlation between intention and behaviour.
Haghirian and Madlberger (2005) investigate the attitude toward advertising via mobile devices
in Austria. The research used quantitative and qualitative method using questionnaire and
interviews with undergraduate students. In their model the characteristics of message content, the
consumer and frequency of exposure affect the advertising value and the attitude toward mobile
advertising. The advertising value affects the attitude toward mobile advertising. Haghirian and
Madlbergers (2005) model is presented in the model below.
Model 2.9 Haghirian and Madlberger (2005) Model of Consumer Attitude Toward
Advertising via Mobile Devices
Message Content
Entertainment
Informativeness
Irritation
Advertising
Value
Credibility
Age
Gender
Attitude toward
advertising via
mobile devices
Attitude
toward
Privacy
Frequency of
Exposure
Education
Consumer
The research found that the attitude toward mobile advertising and advertising value are strongly
related to message content as entertainment, informativeness and credibility have positive effect
and irritation has negative effect. The frequency of exposure has negative effect on the
advertising value. The research found that there is no effect of gender, age and education in the
attitude toward mobile advertising among Austrian mobile users.
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Informativeness
Attitude
Intention
Credibility
Irritation
Personalization
Source: XU (2007)
Xu (2007) study found that entertainment, credibility and personalization are important factors
that have positive effects on attitude toward mobile advertising, while informativeness and
irritation are not important factor since they had insignificant effect on attitude. Also the research
found that the attitude toward mobile advertising is significantly directly linked to intention.
Bauer et al. (2005) used the Theory of Reasoned Action (TRA) to measure attitude toward
acceptance of mobile advertising. Their model investigates the effect of Exciting Knowledge,
attitude toward adverting, perceived risk and perceived usefulness included entertainment,
information and social on the attitude toward mobile advertising. Also the model examines the
effect of attitude toward mobile advertising on the behavioural intention and social norms.
Bauer et al. (2005) found that the attitude toward mobile marketing strongly affect the
behavioural intention. Behavioural intention is slightly affected by social norms. Perceived
usefulness affected positively the attitude toward mobile advertising while perceived risk
affected negatively the attitude toward mobile advertising. The attitude toward advertising in
general has a slight effect on the attitude toward mobile advertising Standing et al. (2005) used
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unified model of user acceptance of IT to determine the factors that impact on the intention to
mobile marketing in Australia. The model suggests the intention as a predictor of behaviour with
no significance of attitude. In their model the benefits of receiving messages including
incentives, the effort of processing messages, social influence and permission affect the intention
which affect the usage behaviour. The research found that the benefits correlated positively to
intention. The social influence is significant to intention while the effort is not significantly
related to the intention. There is a positive reaction of the permission based marketing. The
intention affects positively the behaviour.
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The study of mobile marketing is based on several theoretical backgrounds and theories used in
mobile services. Studies on consumer attitudes toward mobile marketing, mobile advertising,
marketing messages and SMS advertising have used theories underlying mobile technology and
mobile service adoption. These mobile service adoption theories include: theory of reasoned
action (TRA) (Fishbein and Ajzen, 1975), theory of planned behaviour (TPB) (Ajzen, 1991)
Innovation and Diffusion Theory (IDT) (Rogers, 1983) and technology acceptance model
(TAM) (Davies, 1989). These theories are the most frequently used and have been validated in
studies relating to online advertising, mobile commerce and mobile internet (Huang and
Symonds, 2009; Varnali and Toker, 2010). In addition to these, theories relating to consumer
behaviour such as learning theories and involvement theory are discussed below.
that is, if a person intends to do a behaviour then it is likely that the person will do it. In the
theory, behavioural intention measures individuals relative strength of intention to perform the
targeted behaviour (Ajzen and Fishbein, 1980). In turn, behavioural intention depends on
individuals attitude towards the behaviour and their subjective norm (Ajzen and Fishbein,
1980). The model 2.11 is shown below.
Model 2.11 Theory of Reasoned Action
Attitude toward the
Behaviour
Intention to Perform
the Behaviour
Behaviour
Subjective
Norm
In the model, attitude toward behaviour refers to an individuals positive or negative feelings
(evaluative affect) about performing the target behaviour (Fishbein and Ajzen, 1975), while
subjective norm refers to the persons perception that most people who are important to him
think he should or should not perform the behaviour in question (Fishbein and Ajzen, 1975).
Attitude consists of beliefs about the consequences of performing the behaviour multiplied by his
or her valuation of these consequences. Subjective norm is seen as a combination of perceived
expectations from relevant individuals or groups along with motivations to comply with these
expectations. The model links individual beliefs, attitudes, intentions, and behaviour to describe
the process that mediates the observed relations between attitudes and behaviour (Fishbein and
Ajzen, 1975). TRA can predict consumers behaviour to perform or not perform in a situation
where the customer is solely and directly responsible for his own behaviour, and he is
considerate.
As one of the most systematic and extensively applied approach to attitude and behaviour
research, TRA has shown its strength in predicting the link between attitude towards the
behaviour and behavioural intention (Sheppard et al., 1988). However, this theory has been
criticised for its assumption that it is a complete theory and that any other factors will only have
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indirect influences on behavioural intentions through the constructs of attitude and subjective
norms (Eagly and Chaiken, 1993). Additionally, in TRA: (1) behavioural intention cannot
change prior to performance of the behaviour; (2) the theory applies to behaviour that is under
the individuals volitional control and does not suit behaviours that may be mandated in some
way, or impeded by personal deficiencies and/or external obstacles (Ajzen, 1985).
Subjective
Norm
Intention to Perform
the Behaviour
Behaviour
Perceived Behavioural
Source: Ajzen (1991).
The TPB model, therefore, includes the constructs of attitude and subjective norm and perceived
behavioural control as factors that influence behavioural intentions. Perceived behavioural
control refers to an individuals perceptions of the existence, or nonexistence, of the resources,
skills, or opportunities required to use a system, or some feature of that system (Ajzen and
Madden, 1986). Ajzen (1991) shows in his TPB that attitude towards behaviour can be described
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Behaviour
Perceived
ease of use
Source: Davis et al. (1989).
or her job performance, while perceived ease of use is defined as the degree to which a person
believes that using a particular system would be free from effort (Davis, 1989). In a comparison
to TAM and TPB conducted by Mathieson (1991) TAM was found to be easier to apply and
have a slight empirical advantage over TPB but only supplies very general information on users
opinion about a system. However, it has been suggested that TAM may be too parsimonious and
that technology acceptance models should include a richer set of antecedent beliefs about
adopting an innovation, such as the work by Moore and Benbasat (1991). Additionally,
researchers argued that technology acceptance models should be supplemented and extended
through the inclusion of social variables such as subjective norms (Mathieson, 1991; Taylor and
Todd, 1995; Venkatesh and Davis, 2000).
Trialability refers to the capacity to experiment with the new technology before adoption.
Observability or visibility refers to the ease and relative advantage with which the technology
can be seen, imagined, or described to the potential adopter. Ilie et al., (2005) found another
variable, critical mass, to be the most significant predictor for the use of instant messaging.
According to Rogers most innovations diffuse over time in the shape of a cumulative S- shaped
curve (Rogers, 1995). Critical mass occur when enough individuals have adopted the innovation
and its further rate of adoption becomes self-sustaining. Essentially, the diffusion process for all
innovations consists of individuals talking to one another about the new idea, thus decreasing the
perceived uncertainty of the innovation.
Rogers identified four main elements that affected the adoption of innovation: (1) the innovation,
(2) communication channels, (3) time, and (4) the social system. The innovation is the new
product or service. The communication channel is the means by which messages are transmitted
from one individual to another. Time refers to the amount of time it takes to adopt the new
innovation. The social system is the set of interrelated units that are devoted to joint problemsolving, to accomplish a common goal (Rogers, 1995).
individuals intention to adopt new technology is not only guided by attitude but also beliefs the
individual hold about its perceived ease of use and perceived usefulness. The TAM includes five
concepts: perceived ease of use, perceived usefulness, attitude towards use, intention to use and
actual use.
The model, TRA includes four concepts: behavioural attitudes, subjective norm, usage intention
and actual use. The inclusion of subjective norm is a crucial addition to the model since it fills
the gap in TAM, the effect of social influences. Researchers have recently acknowledged the
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limitations of TAM and included additional aspects as components affecting behaviour, e.g
subjective norm, perceived enjoyment, facilitating conditions (Legris et al., 2003; Nysveen et al.,
2005). TAM will restrict the understanding of attitude towards mobile advertising. TRA
examines the influence of various beliefs affecting attitudes but TAM only limits the choices on
the two innovation belief components, perceived ease of use and perceived usefulness.
Moreover, perceived ease of use is not applicable in receiving and reading mobile advertisements
as these actions do not involve new technology and difficulty in using the technology. Perceived
ease of use is defined as the degree to which a person believes that using a particular system
would be free from effort (Davies, 1989).
The two determinants of innovation; perceived ease of use and perceived usefulness are too
parsimonious, which makes the models ability to explain intention to use various form of
technological products or services limited to cognitive beliefs with no account of other factors that
may provide richer explanations of adoption behaviour in mobile services (Nysveen et al., 2005;
Venkatesh and Davis, 2000). Because of the personal, universal accessibility and multipurpose
characteristics, mobile technology are expected to be associated with a set of adoption drivers that
are different in part from those identified for traditional innovations (Hong and Tam, 2006; Nysveen
et al., 2005). Neglecting other factors determining innovation adoption and simply focusing on only
perceived ease of use and perceived usefulness may be inappropriate and may fall short of more
accurately explaining what consumers reaction will be in accepting mobile device as a platform for
marketing products and services (Hong and Tam, 2006).
Mobile advertisements has existed for some period of time and consumers have been accustomed
to receiving and reading it. It is very easy for general mobile phone user to receive and read
advertisements in their mobile phones. They only need to press a button to open and read the
advertised messages. Testing the effect of perceived ease of use on attitude seems redundant and
it would limit the understanding of consumers attitude towards mobile advertisements. Theory of
Innovation Diffusion predicts that media and interpersonal contacts provide information,
influence opinion and judgment. Innovation can be observed in four stages: invention, diffusion
through the social system, time and consequences (Rogers, 1995). Rogers suggested that there
are five adopter categories in the diffusion process; innovator, early adopter, early majority, late
majority and laggard. The diffusion theory has received criticism for relying too much on the
99
innovators and early adopters to market services to consumers who may hold different value
perceptions and need to use the services (Moore, 1991).
The TPB was as an extension of TRA to account for conditions in which people do not have
complete control over their behaviour (Ajzen, 1991). Perceived control is defined as the
perception of a person of the ease or difficulty of performing the act of interest (Ajzen, 1991).
The concepts seems not suitable in this study because receiving and reading mobile
advertisements do not count for the additional variance, which is the degree of personal control
but behavioural beliefs and behavioural attitude.
Therefore, TRA was employed to study consumers attitude and predict their purchase bahviour
to receive and read mobile advertisements. TRA model can predict an individuals attitude,
subjective norm and their influences on intention and behaviour. Attitude, intention and
behaviour are eventually determined by an individuals beliefs. TRA has been used to study
consumer purchase intention and buying behaviour in marketing (Chan and Lau, 1998; Shimp
and Kavas, 1984)
response
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According Solomon et al. (1999), classical conditioning occurs when a person learns to relate
an unrelated stimulus with a particular behavioural response that was previously elicited by a
related stimulus. Schiffman et al. (2008) noted that there are three basic fundamental concepts to
classical conditioning namely: repetition, stimulus generalisation, and stimulus discrimination.
Consumers respond to learning via classical conditioning when:
a) The level of perceived risk is low (and cognitive effort is not required)
b) Products are low on differentiation
c) Purchases are routine; good for convenience goods and impulse items.
An Assessment of the Theory
Pavlovs theory was a pioneering piece of work, and has contributed immensely to the theory of
learning (Solomon et al., 1999). Pavlov proposed that living entities are passive beings who react
with predictable responses to a stimuli after a number of repetitions and trials. But consumption
patterns and consumption behaviour of an individual is much wider, broader and less predictable
(Schiffman et al., 2008). Thus, it has been argued that the theory is inadequate, in the sense that
learning is not just a reflexive process; there is always an element of cognition (Schiffman et al.,
2008). This cognition, leads to a learning of associations among the stimulus and response that
allows a living entity to anticipate the environment and react accordingly. Further, the neoPavlovian theorists believe that consumers are active entities rather than passive ones, who are
information seekers who could relate this to extensive problem solving or purchases made after
careful evaluation of alternatives (Schiffman et al., 2008). However, what still misses out is the
impact of pleasant experiences and rewards on subsequent purchase, something that falls within
the theory of operant/instrumental conditioning (Solomon et al., 1999).
2.
Operant Conditioning was attributed to the work of Burrhus Frederic Skinner. An American
psychologist of the 1950s, he emphasized on the role that consequences have to play on the
process of learning. He spoke of a response-stimulus connection (Response Stimulus) or (RS), rather than the S-R connection as proposed by Pavlov.
According to Solomon et al.,(1999), instrumental conditioning occurs as the individual learns to
perform behaviours that produce positive outcomes and to avoid those that yield negative
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outcomes. Skinner concluded that a living entity, be it animals or human beings, act
instrumentally; they would act out certain behaviour that would make them feel rewarded and get
them what they want; on the other hand, they would avoid those acts of behaviour that would be
punishing and not get them what they want (Schiffman et al., 2008). The operant theory is based
on the assumption that: behaviour is a function of its consequences.
According to Solomon et al. (1999), operant conditioning can occur in three different ways
namely: positive reinforcement, negative reinforcement, and punishment. The operant or
instrumental conditioning occurs when person learns to act out behaviours that are positively
reinforced, and avoids those acts of behaviour that lead to punishment or yield negative
reinforcement (Schiffman et al. 2008). In such cases, consumers tend to form attitudes based on
the reinforcement that they receive (Solomon et al., 1999). Schiffman et al. (2008) emphasized
that the acts of purchase and consumption are followed by a rewarding experience in terms of
consumer satisfaction, the development of a positive attitude towards the product or service
offering or the brand, and those which are followed by dissatisfaction and punishment, will be
less likely to occur again.
Assessment of the Theory
The theory of operant or instrumental conditioning highlighted the impact that reinforcement has
on learning (Schiffman et al., 2008). However, it has been argued that apart from reinforcement,
there are other elements that lead to learning, like for example, people also learn by observing
others, copying others and modeling (Schiffman et al., 2008).
b) Cognitive Learning Theory
Cognitive theorists believe that a persons learning is a complex mental process (Solomon et al.,
1999). Cognitive learning place as a result of a conscious and deliberate information processing
and storage activity that takes place within living beings (Schiffman et al., 2008). Solomon et al.
(1999) emphasized that cognitive learning focuses on the gathering and processing of
information, storage in memory and final retrieval of knowledge from a persons memory. Thus,
cognitive theorist is on the thinking rather than the doing of the behavioural scientists as
identified by (Schiffman et al., 2008). According to Schiffman and Kanuk (2010), attitudes in
cognitive theory are formed on the basis of information that a person collects about a product or
service offering or a brand from his environment. Such information could be specific to the
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product or service, or may be incidental, that gets stored in his memory. The consumer forms
positive or negative attitudes based on information gathering, storage and retention, and on the
basis of knowledge and beliefs (Schiffman et al. 2008). In addition, Schiffman and Kanuk,
(2010), noted that marketers are to provide knowledge about their product and service offerings,
through the various mass and personalized media or through their salespersons and dealers.
However, the marketing information should focus on few relevant features of the brand/product
rather than providing excessive information that could lead to perceptual blocking of the
consumer (Schiffman et al., 2008) .
1. Involvement Theory
Based on the cognitive theory, the involvement theory stems out from the body of research
referred to as the split-brain theory or hemispherical lateralization (Solomon et al., 1999).
According to the split-brain theory, the human brain can be divided into the right and left
hemispheres, each of which specializes with different kinds of information (Schiffman et al.
2008) .
The right side is emotional, intuitive, metaphoric and impulsive; it concerns itself more with noncognitive, non-verbal, pictorial (images, colors) and audio-visual information; it deals more with
situations of low-involvement and passive learning, where lesser information evaluation is
required (Solomon et al., 1999). The right brain processing falls in line with classical
conditioning, and the person learns via repetition (Schiffman and Kanuk, 2010).
The left side of the brain is rational, logical and realistic; it concerns itself with cognitive
information in form of alphabets, letters and words in print; it deals with cognitive activities like
reading, speaking and writing; it concerns itself more with situations of high-involvement and
active learning, where more of cognition is required (Solomon et al., 1999).
Assessment of the Theory
The involvement theory, in particular the split-brain theory has been critically assessed by
researchers (Schiffman and Kanuk, 2010). And it has been argued that the processing of
information takes place together and the two sides of the brain do not act independently
(Schiffman et al., 2008). It was further stated that some consumers have the ability to use both
the right and left hemispheres together, and they are integrated processors (Schiffman et al.,
104
2008). It is also been argued that despite hemispherical specialization, both the right and the left
sides of the brain are capable of both kinds of involvement, high and low; the left side of the
brain specializes in high and low cognition, the right side in high and low affect (Schiffman et
al., 2008). Nevertheless, three theories emerge from within the cognitive theories, especially with
reference to high and low involvement purchase situations, these are; routes to persuasion theory,
elaboration likelihood model and the social judgment theory (Solomon et al., 1999).
a) Route to Persuasion Theory
The theory holds that consumers attach a degree of relevance to a purchase situation, which
could take the form of a high involvement purchase or a low involvement purchase; consumers
put in a lot of effort in information gathering, processing and storage when the situation is one of
high involvement; the amount of cognitive effort that is put is much more when a purchase is of
relevance to them and the involvement is high (Schiffman et al., 2008). This is in contrast to
situations of low involvement, where the purchase is of low relevance, and therefore, information
processing and evaluation is much low (Solomon et al., 1999). In addition, the central route to
persuasion, works in case of high involvement purchase situations, and the peripheral route to
persuasion, works in case of low involvement purchases (Schiffman and Kanuk, 2010). Drawing
a parallel from the right split-brain theory and from high and low involvement media strategy,
the central route basis itself on cognition, rationality and logic, verbal cues and print media
(Solomon et al. 1999). The peripheral route, on the other hand, basis itself on affect, emotions
and intuition, non-verbal cues and the audio-visual media (Schiffman et al., 2008).
b) Elaboration Likelihood Model
The Elaboration Likelihood Model bases itself in line with what has been said about high and
low involvement as well as the route to persuasion theory. According to this theory, the degree of
relevance that a person attaches or the level of involvement that a person holds, determines
which route to persuasion would be more effective (Schiffman et al., 2008); in cases of highinvolvement, where a consumer would put in more cognitive effort, the consumer would follow
the central route to persuasion and focus on the message content (Solomon et al., 1999); on the
other hand, in cases of low involvement, the consumer would follow the peripheral route to
persuasion and focus on the message context, excitement, entertainment and fun the consumer
hope to derive from the product/service (Schiffman and Kanuk, 2010).
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106
2008); they would want to imitate the behaviour of their parents, friends, colleagues, reference
group, and buy certain brands or shop from certain stores.
Cognitive learning focuses on the gathering and processing of information, storage in memory
and final retrieval of knowledge from a persons memory (Solomon et al., 1999). A consumer
first gathers information from the mobile communication platform and then processes it. This
information gathering and processing depends on the complexity of information as well
consumers cognitive ability (Solomon et al., 1999). Cognitive ability differs from person to
person, so does imagery. Imagery is a perceptual process that enable formation of mental images
within a person; these images relate to a stimulus and influence a persons ability to recall
information (Schiffman et al., 2008). Once the information has been processed, the consumer
organizes it by associating it with various other cues, and creates mental images, and finally
stores it in his memory (Schiffman et al., 2008). Memory involves the process of gathering,
processing and storing information over time so that it will be available when required (Solomon
et al. 1999). As and when required to solve problems, the information is retrieved this from his
memory (Schiffman et al., 2008).
The process is continuous; on a regular basis, the person is confronted with new inputs that he
integrates with the existing knowledge that he already has in his memory; this may require
addition/deletion/modification of existing information (Schiffman et al., 2008). Further more,
consumers are exposed to information about new product/services or changes in existing
products/services on a day to day basis via their mobile phones in form of SMS messages;
marketers also constantly update them about their brands like the attributes, features, price
reduction and promotions, and comparison with other brands (Solomon et al., 2010). In addition,
consumers are informed about any change that is bought about by any of the 4Ps; viz., product
attributes, benefits, features, price, discounts, availability etc. The consumer also forms mental
images about the various brands through imagery, which leads to easy recall later on (Schiffman
et al. 2008).
The involvement theory has implications for selection of a media strategy and in terms of
consumer behaviour (Solomon et al., 2010).
processing, and impact recall and familiarity. With involvement being low; people passively
process and store nonverbal, pictorial information (Solomon et al., 1999), as TV being an audio107
communication, as consumers, who are highly involved with a product category (text and win
games, mobile competition and lottery, mobile poll voting, are narrow categorizers) they find
108
very few media/ platform to engage in activities like this. They are likely to be brand loyal and
would tend to patronize selected brands, based on their past experiences and resultant attitudes
(Solomon et al., 2010). On the contrary, uninvolved consumers are broad categorizers, and
would find many brands as acceptable (Solomon et al., 1999). They are essentially brand
switchers and not interested in such mobile products/service (Schiffman et al., 2008).
between attitude toward mobile advertising and irritation. Timerelated information is closely
linked with the location dimension.
Study of relevant research found that perceived advertisement credibility was among the first
constructs that were empirically tested and found to exert influence on consumers attitudes
towards the advertising (MacKenzie and Lutz, 1989). Taking this point further, research
conducted by various researchers has identified that there is a positive correlation between
consumer perceptions of the credibility of an advertisement and consumer attitudes towards the
advertisement (Brackett and Carr, 2001; Dahln and Nordflt, 2004). If consumers do not find
the ad to be credible, this will negatively affect their attitude towards the ad (Dahln and
Nordflt, 2004). Moving into the credibility concept within the mobile marketing context, it was
found that consumers perceptions of the credibility value of SMS advertisements are positively
correlated to consumers overall attitudes towards SMS advertisements (Friman, 2010;
Haghirian and Madlberger, 2004; Tsang et al., 2004; Waldt, et al., 2009).
Previous studies show that consumers utilize SMS on the basis of fun and entertainment (Grant
and ODonohoe, 2007; Haghirian and Madlberger, 2005; Waldt et al., 2009). For instance, an
empirical study conducted by Tsang et al. (2004) shows that entertainment is a significant factor
affecting respondents attitudes toward mobile advertising. Moreover, it is found that
consumers perceived entertainment utility of mobile marketing has a positive influence on
consumers perceptions of the overall utility of mobile marketing, which in turn has a positive
influence on consumer attitudes towards mobile marketing (Bauer et al., 2005).
Previous research demonstrated that informativeness of the advertising message in the traditional
and mobile context, was found to be among the strongest influential factor on consumers
perceptions and attitudes (Bauer et al., 2005; Ducoffe, 1996; Haghirian et al., 2005; Luong,
2007; Merisavo and Kajalo, 2007; Oh and Xu, 2003; Siau and Shen, 2003; Sultan et al., 2010;
Tsang et al., 2004; Xu, Liao, and Li, 2007). For example, Oh and Xo (2003) found that the
advertising message is perceived as valuable as long as it provides information and thus creates
some benefit for the consumer. Taking this point further, Haghirian et al., (2005) found that the
higher the informativeness of mobile advertising messages, the higher the perceived advertising
value of the consumer.
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According to Tsang et al. (2004), perceived informativeness of mobile advertising has a direct
positive effect on attitude toward mobile advertising. Consistent with this view, other studies
conducted by Bauer et al. (2005); Merisavo and Kajalo (2007) identified information value as
one of the strongest drivers of mobile advertising acceptance. They further argued that
consumers develop a positive attitude toward mobile advertising, which in turn leads to the
behavioural intention to use mobile services only if mobile advertising messages are providing a
high information value.
Researchers have evaluated relevance of content of SMS advertisements from two viewpoints:
firstly, sending SMS adverts relevant to end users field of interest will have a significant
influence on perceiving SMS advertising as valuable service (Haghirian et al., 2005; Merisavo et
al., 2007; Vatanparast, 2007; Xu et al., 2007). Secondly, SMS adverts will provide more value
for end users if they are received at the appropriate times and location (Merisavo et al., 2007;
Carroll et al., 2007; Vatanparast, 2007; Xu et al., 2008); however, there are few empirical
researches do not support the second viewpoint (Muk and Babin, 2006; Drossos, Giaglis,
Lekakos, Kokkinaki, and Stavraki, 2007).
Other researchers such as, Carroll et al. (2007); Pagnani (2004) and Nasco and Bruner (2008)
found that consumers were more likely to accept the messages when the content was relevant to
them. In particular, it is suggested that the relevancy of SMS ads is found to have a significant
positive influence on consumers attitudes towards SMS advertising.
Several studies indicated that subjective or social norms influence consumer acceptance of SMS
advertising. For instance, in their empirical studies, Mansour (2012) found that subjective norms
which were positively and significantly related to attitude toward mobile advertising, whereas
Bauer et al. (2005) implied that mobile marketing social norms have only a slight direct
influence on the behavioural intention towards it. Another study conducted by Soroa-Koury and
Yang (2010) demonstrates that misperceptions of social norms predicted consumers' perceived
usefulness (PU) and perceived ease of use (PEOU) of mobile advertising, where both PU and
PEOU are critical variables predicting consumers' attitude towards SMS advertising.
111
112
users subjective function of the magnitude of adverse consequences and the probabilities that
these consequences may occur if the product is acquired (Dowling and Staelin, 1994).
Maneesoonthorn and Fortin (2006) studied the role of permission and control in a mobile
advertising context. The results indicate that consumers in general have a neutral attitude toward
mobile marketing but they support permission-based advertising. In addition, the results revealed
differences regarding message control between two mobile user groups; heavy and light users.
Heavy users of the mobile phone demand more ability to control incoming text messages where
as light users demand less control. The authors hypothesize that as light users receive less text
messages they are less inclined to be irritated by text message advertising. Heavy users, on the
other hand, may wish to receive more precisely targeted text message advertisements.
Leppniemi (2008) hypothesizes that permission to receive mobile advertising messages and
privacy of personal data are factors which influence consumer intentions to receive mobile
advertising. The results of a survey study conducted in Finland confirmed that a negative
relationship exists between permission and intention. This indicates that there is a strong need for
prior permission.
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claimed that there was a positive relationship between attitude and intention for consumers to
accept mobile advertisements and that intention affects consumer behaviours significantly.
One of the theories used to explain the intentions for SMS advertising via the mobile phone is
Rogerss Innovation Diffusion Theory. Rogers (2003) proposes that adoption behaviours are
influenced by beliefs related to five attributes of innovation. These include relative advantage,
compatibility, complexity, trialability, and observability and are used to explain user adoption
and the decision- making process. In addition, the Innovation Diffusion Theory predicts the
implementation of new technological innovations and clarifies how these variables interact (Wu
and Wang, 2005).
The other theory used to explain consumer attitudes toward SMS advertising is the Theory of
Reasoned Action (TRA). Attitude, intention, and behaviour are its three major constructs. TRA
links individual beliefs, attitudes, intentions, and behaviour to describe the psychological process
that mediates the observed relations between attitudes and behaviour (as cited in Tsang et al.,
2004). The Technology Acceptance Model (TAM) theorizes that an individual behavioural
intention to use a system is determined by two beliefs, namely, perceived usefulness and
perceived ease of use (Vankatesh and Davis, 2000).
In the literature there are distinctive studies about attitudes toward SMS advertising. Muk (2007)
tries to examine the differences between American young consumers and their Korean
counterparts regarding the interest in accepting SMS advertising via a mobile phone. In the
research, Muk (2007) tries to explain the acceptance of wireless adverts by discussing related
attitudes and subjective norms. For attitudes, he uses Rogers (2003) five innovation attributes as
behavioural beliefs. According to Muk (2007) findings, consumer beliefs about attributes
associated with successful innovations significantly relate to attitudes toward acceptance of SMS
advertising. These attitudes are predictors of the intention to adopt/accept SMS advertising.
Okozaki, Katsura and Nishiyama (2007) argue that trust in mobile advertising directly and
positively affects attitudes toward mobile advertising. Their findings support the claim that the
effects of mobile advertising trust on the attitudes toward mobile advertising is both significant
and strong.
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Ducoffes (1996); Bracket and Carrs (2001) models have been adopted for mobile advertising
by Tsang et al., (2004). Tsang et al. (2004) use entertainment, informativeness, irritation,
credibility, and permission as variables that affect attitudes. Entertainment, informativeness, and
credibility have positive correlations with attitudes, while irritation has a negative correlation.
Additionally consumers generally have negative attitudes toward mobile advertising unless they
have specifically consented to receiving it; there is a direct relationship between consumer
attitudes and consumer behaviour. According to Tsang et al. (2004), permission is an important
variable and it is not a good idea to send SMS advertisements without prior permission from the
related target audience.
Carol et al. (2007) identify and demonstrate four factors that have a significant impact on mobile
advertising acceptance: Permission, content, wireless service provider control, and delivery of
message. Wu and Wang (2004) present and extended the Technology Acceptance Model (TAM),
which integrates innovation diffusion theory, perceived risk, and cost into the TAM to
investigate what determines user mobile commerce (MC) acceptance. They use perceived risk,
cost, compatibility, perceived usefulness, and perceived ease of use as variables that affect
behavioural intention to use and actual use in their model. According to their findings all
variables except perceived ease of use significantly affect user behavioural intent. Among these
findings, compatibility has the most significant influence.
Stevenson et al. (2000) found that a negative attitude towards advertising was related with a
negative consumer behavioural response towards the advertising, while Wolin et al. (2002) found
that consumers, who held positive attitude towards Internet advertising, were more likely to
respond favourably towards the advertisements. Mehta (2000) argued that consumers who had
positive attitudes towards advertising were more likely to be persuaded by advertising. Support
for this view is provided by Korgaonkar and Wolin (2002) finding that positive attitudes towards
Internet advertising were more likely to foster higher behavioural intentions.
Consumer attitude toward mobile marketing has been a popular topic among several researchers
with a particular focus on SMS advertising (Tsang et al., 2004; Xu, 2007; Haghirian and
Madlberger, 2005; Haghirian et al., 2008; Brackett et al., 2001; Dickinger et al., 2004). For
example, Haghirian and Madlberger (2005) found that attitude toward mobile advertising and
115
advertising value are strongly related to message content as entertainment, informativeness and
credibility have positive effect and irritation has a negative effect
In a more recent study, Xu (2006) found that the entertainment, credibility and personalization
are the important factors that affect the attitude toward mobile advertising, while informativeness
and irritation are not important factor. Other studies have demonstrated that there is a direct
relationship between consumer attitudes and consumer behaviour within the SMS advertising
context (Haghirian and Madlberger, 2005; Tsang et al., 2004; Xu et al., 2007). This view was
further supported by Lee and Juns (2007) findings that consumer attitudes are directly linked to
behavioural intentions for mobile advertising, such as getting free coupons, calling back, sending
text messages, visiting specific shops, and allowing messages. Okozaki (2004) suggests that
attitudes toward wireless ads have two antecedents - perceived infotainment and perceived
irritation. These results (Okazaki, 2004) show that perceived infotainment positively influences
attitude towards wireless ads, while perceived irritation negatively influence attitude toward
wireless ads
Pagani (2004) suggests a model of consumer adoption of 3G mobile media services and
empirically tests it in the Italian market. She states that perceived usefulness, ease of use, price,
and speed of use are the most important determinants of adoption of multimedia mobile services,
in that order (Pagani, 2004). The results of this study also indicate that the importance of
determinants differs by age groups or segments (Pagani, 2004). According to Okazaki,
Katsukura and Nishiyama (2007), the perceptions of both the mobile media and the content of
advertising affect a mobile campaign's recall. On the other hand, Drossos et al. (2007)
investigated the significance of a number of factors associated with SMS advertising
effectiveness through an experimental study. Their findings indicate that incentive, interactivity,
appeal, product involvement, and attitude toward SMS advertising in general directly influence
attitude toward the advertisement, attitude toward the brand, and purchase intention (Drossos et
al., 2007).
Meanwhile, Tsang et al. (2004) suggest that consumers generally have negative attitudes toward
mobile advertising unless they have specifically consented to it, and there is a direct relationship
between consumer attitudes and consumer behaviour. Consumers are more likely to trust
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messages coming from their service providers than anywhere else, and so it is important that
service providers offer a high level of filtering and protection as reassurance for their users
(Carrol et al., 2007). Chowdhury, Parvin, Weitenberner, and Becker (2006) suggest that
consumers will not be annoyed, and there is a fair possibility that they will gradually like the
mobile advertisements if mobile advertisers can present mobile ads pleasingly, with appropriate
information. Furthermore, credibility, a construct in their study, has been found to be the most
significant of the factors affecting respondents attitudes toward mobile advertising
(Chowdhuryet al., 2006). The table below shows the findings of research studies carried out on
consumer attitude towards mobile marketing.
Table 2.5 Summary of research findings on consumer attitude towards mobile marketing
Research Topic
Authors
Research Finding
Determinants of Consumer
Perceptions toward Mobile
Advertising A Comparison
between Japan and Austria
Generation Y Attitudes
Toward Mobile Advertising
Koo (2010)
Mobile advertising ;
consumer attitude and
effective factors in creating
positive attitude
Sadeghvaziri (2008)
117
Text
Message
Advertising:
Response Rates and Branding
Effects
Anderson
(2000)
and
Nilsson
118
Few recent studies have focused on consumer attitude towards mobile marketing (Barwise and
Strong, 2002; Tsang, 2004; Jun and Lee, 2007). However these studies have mainly been
concerned with finding antecedents to successful mobile marketing and using mobile marketing
as a whole without using mobile marketing components (promotional, relational, personalization,
interactivity and frequency). Also, these studies have only looked at the pheripheral effect of
attitude on purchase intention without assessing the purchase behaviour dimensions (Intention,
actual purchase, satisfaction and loyalty) of the mobile phone user to mobile marketing
messages. And non of these studies have focused on studying how mobile marketing messages
components (promotional, relational, personalization, interactivity and frequency) affects
consumer attitude and purchase behaviour (Intention, actual purchase, satisfaction and loyalty)
dimensions of the mobile phone user. This study fills this gap by assessing the influence of
mobile marketing messages on consumers attutide and purchase behaviour. The model below
119
depicts the conceptual model of the study showing the interactions between mobile marketing
variables and consumers purchase behaviour.
Purchase
Messages
Behaviour
Promotional
Consumer
Attitude
Intention
Actual
Purchase
Relational
Personalization
Satisfaction
Interactivity
Frequency
Loyalty
satisfaction and loyalty). This aspect has been practically absent from previous studies in mobile
marketing, as purchase behavuior has been assessed as a whole variable without examing the
effect of marketing communication strategies on each purchase behaviour components. Thus,
this study presents an integrative model of the interaction between mobile marketing message
content and consumer purchase behaviour.
Most research concerning demographic differences in mobile service usage has been conducted
by practitioners and marketing research institutes. Academic literature on mobile commerce is
still scarce, and limited to certain areas (Okazaki, 2005) such as adoption and diffusion of mobile
commerce and technological issues. Many scholars have proposed that there is a need for more
rigorous studies in the field of mobile marketing that will give a deeper understanding of
consumer behaviour (Pagani, 2004) and differences in user characteristics in particular
(Nysveenet al., 2005a, 2005b). There is still confusion over whether socio-demographic factors
are strong determinants of mobile service usage. Some studies have proposed that sociodemographic factors are not significant (Hyvnen and Repo, 2005) but this is in contrast to the
studies mentioned above and theories such as Rogers diffusion theory (Rogers, 1995). The lack
of clarity on this issue indicates that further studies are required to investigate the impact of
demographics in understanding consumers attitude towards mobile marketing (Hyvnen and
Repo, 2005).
In the review of literature, it was discovered that there was lack of sufficient studies performed
on the younger segment. As this segment is been captured as a target market for mobile
marketing. It therefore needs attention among other age-group to understand how the younger
consumers
acceptance has not yet been studied very extensively and the results are somewhat surprising.
Haghirian, Madlberger and Tanuskova (2005) found that age does not influence the recipients
perception of mobile advertising significantly. Similarly, Okazaki (2004) studied mobile
advertising and found no significant influence of age or gender on attitude toward the mobile
adverts. Overall, these findings contradicts traditional advertising studies where age has a
definite influence on the consumer attitude (Alwitt and Prabhaker, 1992; Shavitt, Lowrey and
Haefner, 1998). Findings from studies on the influence of younger consumers attitude to mobile
marketing conducted to date highlight that further research is still required in this area.
121
CHAPTER THREE
METHODOLOGY
This chapter describes the plan of execution of the study. The methodology adopted ensured that
information
procedures (Green and Tull, 1990; Beri, 1993). The selection of methodology is based on the
research problem and stated research questions. Justification for all adopted methodological
choices are given in each section. The research methodology describes the research design,
which was used to accomplish the above objectives. The issues covered in this section are the
nature of the research study, Population of the study, Sample size Determination, Sample
Techniques, Sample Frame,
Validity of Research Instrument, Reliability of Research, Sources of Data , Method of and data
presentation and Analysis. Each of these sections is presented below:
State. The four major telecommunication players (MTN, Globacom, Airtel and Etisalat) have
their headquarters in Lagos and their market penetration started from Lagos State.
3.2 Research Design
Research designs are considered as the blue print of any research dealing with at least four
problems: which questions to study, which data are relevant, what data to collect, and how to
analyze the results (Hair, Bush and Ortinau, 2000). According to Asika (1991), the best design
depends on the research question. Considering the research objectives of the study and associated
problems, this research takes the form of a quantitative research design, which is descriptive in
nature.
This research is quantitative in nature because of the following: hypotheses were carefully
generated to indicate the relationship between identified variables, the development of
appropriate research instruments focusing on specific and narrow questions, collection of
primary data and analysis of data using statistical tools. This study is descriptive in nature
because it describes how marketing messages on mobile devices influences purchase behaviour.
A cross sectional survey method was also adopted because in this study, data were gathered once
from the population sample, at a single and specific point of time period.
3.3 Population of the Study
The study population comprises of mobile phone users in organized institutions in Lagos State
within the ages of 15-44years. This study population is chosen because studies in the marketing
literature focusing on mobile devices (Cant et al., 2005: Macgregor, 2004: Ligerakis, 2004) have
identified this target group are the most frequent users of mobile services using it as a way of
socializing and maintaining real-time relationship. This age group, are said to be more open to
new information communication technologies (Lightner, Yenisey, Ozok and Salvendy, 2002;
Pijpers, Bemelmans, Heemstra and vanmontfort, 2001). The usage of the mobile phone for this
target group has become an integral part of their world, seen as a necessity and not a luxury
(Taiwo, 2010). Persons in organized institutions in Lagos State within this age group who own
and have access to a mobile phone were eligible to participate in this study. When this study was
conducted, it was estimated that this age group constituted about half of the Lagos State
123
SS=
Z2(p)(1-p)/C2, which is used for an infinite population (where the population is greater than
SS = Z2(p)(1-p)
C2
SS = Sample Size
Z = Z-value (e.g., 1.96 for a 95 percent confidence level)
P = Percentage of population picking a choice, expressed as decimal
C = Confidence interval, expressed as decimal (e.g., .05)
SS= 1.962.5.5
=3.8416 .25
0.052
= 384 respondents
.0025
Calculated sample size was increased to 400 for replacement of likely non-response or missing
responses, as well as to increase the adequacy of the sample. A sample of equal number of 400
respondents from each of the 3 senatorial districts, making a total of 1200 respondents constitute
the sample size used in this study.
3.5 Sampling Technique
Sampling technique consist of the method used to select a subset of population that really
represents the whole population (Saunder, Lewis and Thornhill, 2003). The choice of sampling
technique specifically depends upon researchers' concerns about three factors, which are time,
cost/approach and generalizability (Sekaran, 2003). If researchers are more concerned about
generalizability, the choice of
researchers are more concerned about time, cost (and have limited approach) and less concerns
124
for generalizability, the choice of non-probability sampling may be made (Sekaran, 2003). In
this study, the choice of sampling technique is guided by the concern for generalizability and
proper representation of the population.
This study adopted a multi-stage sampling technique in selecting the survey respondents for this
study. Considering the population of this research work, the researcher deemed it appropriate to
use the multi-stage sampling method inother to achieve the goal of generalizability. The stages
are graphically represented in the figure below.
Figure 3.1 Stages of Sampling Technique
Senatorial
District
LGA
LCDA
Institutions
Respondents
The third and fourth stage involved the use of systematic random sampling method with an
interval of two in selecting local government areas (LGAs) and local council development areas
(LCDA) from the cluster. This resulted in the selection of five local government areas from the
three clusters of senatorial district. Two LGAs (Lagos Mainland and Eti-Osa) were selected from
lagos Central, One LGA (Ikorodu) was selected from Lagos East and two LGA (Ojo, Ikeja) was
selected from Lagos West.
In the forth stage, systematic random sampling method with an interval of two was also applied
in selecting local council development area (LCDA) from each local government area (LGA).
This resulted in the selection of six local council development areas. From Lagos mainland
LGA, Yaba LCDA was selected; From Eti-Osa LGA, Iru- Victoria Island LCDA was selected;
From Ikorodu LGA, Ikorodu North LCDA was selected; From Ojo LGA, Ojo town and Oto
Awori LCDA was selected and Ikeja was selected. In the fifth stage, systematic random
sampling method with an interval of two was also applied in selecting organized institutions
from each local council development area (LCDA). Details of this is shown in table 3.1 below.
Table 3.1 Selected Sample of the Study
S/N
Senatorial
District
Composition
LAGOS
CENTRAL
LAGOS ISLAND,
LAGOS MAINLAND,
SURULERE, APAPA,
ETI-OSA
LGAs
LAGOS
EAST
LAGOS
WEST
Institutions
YABA
IRU
VICTORIAISLAND
Selected
LAGOS
MAINLAND
ETI-OSA
LCDAs Selected
SHOMOLU, KOSOFE,
EPE, IBEJU-LEKKI,
IKORODU
IKORODU
IKORODU
NORTH
OJO
OJO TOWN
OTO-AWORI
IKEJA
IKEJA
126
In identifying survey respondents from the organized institutions selected, the researcher ensured
that all sampled respondents went through a two-stage selection process which arre: (i)
respondents must be between the ages 15-44 years, (ii) respondents must own and have access to
a mobile device and respondents must have received marketing messages on their mobile phone
within the last three months.
3.6 Sample Frame
The sample frame for this study consists of mobile phone users in organized institutions in Lagos
State. Lagos state constitute the case study, senatorial district, local government areas and local
council development areas constitute units and properties of the sample. The local government
areas and Local council development areas used as the sample frame of this study were selected
with the use of systematic random sampling method.
3.7 Sources of Data
Both primary and secondary sources were used for the data collection. The primary data were
obtained mainly through the instruments of a structured questionnaire. Questionnaires were
administered to 1,200 mobile phone users in Lagos State. Information on mobile phone usage
pattern, preference density for marketing messages, behavioural response to marketing messages
and so on were gathered through the instrument of the questionnaire. Secondary data were
obtained from published documents and reports of National Bureau of Statistics (NBS), Nigerian
Population Commission (NPC), International Telecommunication Union (ITU) and National
Communication Commission (NCC).
materials relating to the subject matter were sourced from on-line University database and the
internet.
University and other on-line University libraries) and other relevant materials were sourced from
the internet.
increased the quality of the research findings. This supports the position of McDaniel and Gates
(2004), who stated that structured questionnaire is deemed more appropriate for an attitudinal
study as respondents behaviour can be observed while filling the questionnaire. In order to
ensure speedy collection of accurate and reliable data, some steps were taken. These include the
selection and training of four (4) field research assistants, in the administration of the
questionnaire to key informant.
Four field research assistants were recruited and paid for the purpose of supporting the researcher
in the administration of the research questionnaire. Although, the research assistants were
graduates with good spoken and written communication skills, there was still the need for them
to be trained and given instructions regarding questionnaire administration as well as field
procedures and a detailed review of the items on the questionnaire for clarity purpose and to put
respondents through any area of misunderstanding or misconception of the questionnaire items.
The researcher also ensured that the field research assistants were conversant with Lagos
environment.
The first step in the administration of the questionnaire was introduction and purpose of the
research to the respondents. Respondents were informed of the research objectives, emphasizing
that the research was purely an academic exercise and not for commercial or monetary gain.
Respondents support and cooperation was also solicited. This procedure took a lot of persuasion
for some of the respondents to agree to participate in filling the questionnaires. Selection of the
appropriate respondent to be contacted is important. Hence, key informant approach was used.
According to Gupta, Shaw and Delery (2000), key informant approach ensures that the target
respondents are knowledgeable regarding the area of the study and are able to provide an
objective response to the questions listed in the questionnaire. Key informants were identified by
asking potential respondents if they owned or have access to a mobile phone and if they had in
the last one month received marketing messages on product/services on their phones.
The administration of the questionnaire took almost two month from the 25th of February
through to the 19th of April, 2013. The researcher and the field research assistants administered
the questionnaires in a locality per time. For the tertiary institution students, administered
questionnaires were retrieved the same day, but retrieval of questionnaires administered to
respondents working within an organisation took a span of one to two weeks as constant calls
128
and follow-up reminders had to be employed. One thousand two hundred (1,200) questionnaires
were administered to key informants. The questionnaires took an average of 15-35 minutes to
answer. Administration of the questionnaires took place within the working days as this was the
best and appropriate time to access key informants. Table 3.2 below shows the distribution of
the respondents and number of questionnaire administered.
Table 3.2 Questionnaire Administration
S/N
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Respondents
MTN NIGERIA
GLOBACOM NIGERA
FIRST BANK PLC
STERLING BANK PLC
KEYSTONE BANK PLC
SGS (Clearing & Forwarding) PLC
GUARANTY TRUST BANK.
SKYE BANK PLC
IBTC BANK PLC
NOBLE SHOLTON (Auditors) LTD
UNILAG
YABA TECH.
LASU
AOCOED
LASPOTECH.
TOTAL
Number of Questionnaires
Administered
20
20
15
15
15
15
25
25
25
25
150
150
150
150
400
1,200
129
(i)
Questionnaire
Survey formed an important aspect of collecting quantitative data with the use of a questionnaire.
The questionnaire served as the primary instrument used in this study. Questionnaire as an
instrument for data collection was chosen because it will assist in eliciting objective and more
precise responses to the research questions outlined in the study. The design of the questionnaire
was made simple and respondent-friendly. The questionnaire was designed to collect information
on respondents mobile phone usage pattern, responses to marketing messages. The Questions
were formulated so as to elicit information on respondent profile, preference density for
marketing messages, and influence of marketing messages on attitude and purchase behaviour.
The questions were divided into three parts. Each part of the questionnaire had a specific
purpose. Part one has two (A and B)sections; Section A comprises of questions relating to
respondents
personal bio-data which includes; sex (two measurement items), age (four
measurement items), educational background (five measurement items), marital status (five
measurement items), number of dependants, occupation (three measurement items) , student
status and job position (four measurement items).
Section B comprises of questions on mobile phone usage pattern (measurement items ranges
from very often, often, sometimes, rarely and never), frequency of receiving marketing messages
(measurement items ranges from once a month, once a week, daily, many times a day, several
times a week), preference density for marketing messages (measurement items ranges from daily,
weekly, monthly) and behavioural response to marketing messages (measurement items ranges
from ignore, read, delete).
measurement variable for these sections was five-point Likert-scale items ranging from strongly
agree to strongly disagree.
Section C entailed questions relating to marketing message variables such as promotional,
relational, personalization, interactivity and frequency of the message. Section D relates to
questions focusing on purchase behaviour variables such as brand awareness, intention to
purchase, actual purchase and loyalty. Section E entailed questions focusing on factors
influencing consumer attitude such as innovativeness, existing knowledge, attitude towards
general advertising, privacy and permission, credibility, perceived risk, trust, perceived value and
130
social norms. Section F relates to questions focusing on consumer satisfaction with receiving
marketing messages on their mobile phones.
131
Table 3.5:
Respondents were asked to indicate to the statements below by ticking (). The rating scale ranges from 5-strongly
agrees, 4- agrees, 3-undediced, 2-disagree to 1-strongly disagree.
Section C: Marketing Messages
Item no Item question
Variable
1
I like to receive SMS of products / services on price discounts
Promotional
2
I like to receive SMS adverts on free calls
3
I like to receive SMS of product/service granting me free access to downloads
4
SMS provides me timely information about new product/service.
Relational
5
SMS keeps me up-to-date with latest news in areas that matter to me.
6
SMS is a good source of information on product/service usage tips
7
I like to receive SMS adverts of products / service which are relevant to my need
8
I like to receive SMS adverts of products / services to which I personally subscribe
Personalization 9
I like to receive SMS of product /service which tells me the exact store the product is
10
I like to receive SMS of products /service at my convenient time.
11
I enjoy freedom to select the form (SMS, MMS, voice call) of advertising message I receive.
12
I like to receive SMS adverts which involve downloading of items
13
I like SMS adverts inviting me to send my vote to a TV show
Interactivity
14
I like sending SMS to Radio talk shows
15
I like to receive SMS advert which allows me communicate with the advertiser.
16
I find participating in text to win SMS exciting
17
I receive regular SMS information on price discounts of product/service
Frequency
18
I do receive regular SMS information on new product/service
19
I receive regular SMS on invitation to vote in a TV show
20
I often receive SMS on product/service usage tips.
Section D: Purchase Behaviour
1
I am informed about product/service promotional offers through mobile advertising
Awareness
2
I am aware of new product/services through marketing on my mobile phone.
3
I am informed about the latest news in sport/entertainment through SMS
4
I have gained knowledge about product/service through SMS
5
I do receive product/service usage tips on my mobile phone
6
I will buy a product/service introduced to me in an SMS advert.
Intention
7
I am interested in buying SMS product/services that meet my need.
8
I will respond to a text message promotion sent to my phone
9
I subscribe to receiving latest news on my phone after receiving an SMS advert.
10
I do use SMS marketing messages to get information that I need
11
I have downloaded Ringing tunes on my phone after receiving an SMS advert
Actual
12
I have had occasions to vote through SMS for my favorite contestant in a TV show
purchase
13
I am currently using my phone to receive information that I need
14
I have had occasion to participate in a promotional programme after receiving an SMS advert
15
I have purchased a product /service after receiving an SMS advert
16
Text-to-win SMS builds relationship between the brand and the customer.
17
I will continue to use SMS to vote for my favourite contestants in a TV show
18
I will continue to buy product/service that sends me information on their promotional offers
Loyalty
19
I will regularly buy product/service that gives me timely information that I need
132
Innovativeness
Existing
Knowledge
Attitude to
Advertising
Privacy and
Permission
Credibility
Perceived risk
Trust
Perceived
Value
Entertainment
Social Norm
1
2
3
4
5
6
7
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
It is important for me that I can easily stop receiving SMS messages when I choose to
I count it important that I can choose the exact time to receive SMS marketing messages
I consider it important for companies to seek my permission before sending me SMS message
I like to receive SMS adverts of products which reveal how I can stop receiving further messages
I will give my permission to receive SMS marketing messages that are relevant to me
I like to receive SMS adverts of product/ service sent by an established brand
I like to receive SMS adverts of product/ service from companies that I know
I fear my personal data can be misused when using mobile marketing services
Some unwanted SMS-messages could come to me when using mobile marketing services.
I see SMS based advertisements as reliable sources of information
I will welcome SMS adverts of product/service from organizations that have good reputation
Promises in SMS marketing messages of various services are mostly
I will endorse SMS sales promotion offers that are of genuine benefit
I find SMS marketing messages as believable sources of reference for purchase
I find SMS marketing messages as a good source of up-to-date sales information
I believe SMS marketing messages make sales information immediately accessible.
I find SMS marketing messages as a convenient source of product/service information
I see SMS marketing messages as a good source of getting latest news
I find SMS messages of product/services entertaining.
I find receiving advertising messages on my mobile phone exciting.
I enjoy participating in TV shows by texting my vote for my favourite contestant
I find mobile phone entertainment services interesting
I look smart to my colleagues because I use mobile marketing services
Most of my friends think that SMS advertising is useful.
My immediate family members think it is a good idea to respond to SMS marketing messages
Because of my friends, I have been involved in SMS product competition
The opinion of my friends inform my decision to use SMS marketing messages
Because of my friends, I have voted in my favourite TV show
133
Satisfaction
1
2
3
4
5
Section F: Satisfaction
I enjoy receiving entertainment messages on my phone
I am satisfied with voting for my favourite contestants in TV show through SMS
I am satisfied with receiving SMS of product/service promotional offers
I am satisfied with receiving information on product/service usage tips through SMS
I am satisfied with receiving latest SMS news /information in areas of my choice
6
7
Most of the questions in the questionnaire were modified and adapted from previous studies
through review of relavant literatures of all constructs used in this study. Some questions were
developed specially for this study after review of the relevant literature such as (Soberman, 2004;
Kotler and Keller, 2006; Ducoffe, 1995). New items based on previous literature (Interactivity,
promotional and relational content) were also incorporated in this research to fulfil the research
requirements of the model. Questions adopted from previous studies relating to the subject area
are as follows: direct marketing (Tripp et al., 1993; Schlosser, Shavitt, and Kanfer 1999; Mehta
and Sivadas, 1995), consumer acceptance of mobile marketing (Bracket and Carr , 2001; Carol
et al., 2007; Tsang et al., 2004), traditional advertising (Ducoffe, 1996 and Hess, 1995),
consumer adoption of mobile marketing (Barnes and Scornavacca 2003; Dickinger et al., 2004;
Wu and Wang, 2005; Carroll et al., 2005). Table 3.6 indicate the source document of question
items used in th questionnaire for this study.
CONSTRUCT
Promotional
Relational
Personalization
Interactivity
Frequency
Scale items
SMS on price discounts, SMS on free calls, SMS on
free access to downloads.
Timely information on product, up-to-date with latest
news, good source on information on product usage
tips.
Relevant to users needs, Relevant to location of
purchase, receiving time chosen by
recipient
Like SMS on downloading of items, Like SMS on
invitation to vote in a TV show, Like sending SMS to
Radio talk shows, Participating in text-to win SMS,
like SMS that allows communication with the
advertiser.
Regular SMS on : price discounts, New products,
usage tips
134
LITERATURE SOURCE
The researcher
The researcher
The researcher
Brand Awareness
Intention to purchase
Actual Purchase
10
Satisfaction
11
Loyalty
12
Consumer Attitude
1I
Innovativeness
12
Existing Knowledge
13
Attitude towards
advertising in general
14
Entertainment
15
Privacy
Permission
16
Credibility
17
18
Perceived Risk
Trust
19
Perceived value
20
Social Norm
and
The researcher
Ducoffe (1996);
Tsang, et al. (2004);
Bauer et al. (2005)
Merisavo et al. (2007);
Karjaluoto et al. (2007)
135
However, measuring content validity is a subjective test and not a sufficient measure of the
validity of the scale. A more formal evaluation of the validity of each of the measure was carried
out using the construct validity.
Construct validity is the extent to which a measure is related to other measures in a manner
consistent with theoretical based concepts. According to Asika (1991),
construct validity
factors needed to reproduce the variation present in a set of observed variables (Heck, 1998).
EFA was carried out using IBM SPSS statistics 19.
The 97 items on the likert measurement scale were subjected to principal component analysis
(PCA) with varimax rotation, using the IBM SPSS Version 19. Prior to performing PCA, the
suitability of data for factor analysis was assessed. The Kaiser-Meyer-Oklin (KMO) value for
marketing messages was .811, purchase behaviour was .861 and that of factor influencing
attitude was .849. All KMO values exceeded the recommended value of .60 (Hair, et al., 2006)
while Bartletts Test of Sphericity reached statistical significance (Chi Square=3239.563, df=78
p<0.05) for marketing messages items, (Chi Square=3972.497, df=78 p<0.05) for purchase
behaviour items and (Chi Square=7497.599, df=253 p<0.05) for factors influencing attitude
items, (Tabachnick & Fidell, 2007). See appendix III for details of the principal component
analysis result.
The following items (1, 6, 7, 12, 19 for marketing messages; 7, 11, 12, 15 for purchase
behaviour; 1 and 2 for satisfaction and items 3, 6, 8, 13, 14, 19, 20, 23, 24, 34, 36, 37 for factors
influencing attitude) were excluded from analysis because of the low communality value of those
items (Pallant, 2007). Consumer attitude items 1 and 4 were excluded from analysis because of
low communality value of those items while items 2 and 3 were excluded from analysis because
these items are complex items. The following Items (10 and 11 for marketing messages; 13 and
14 for purchase behaviour; 6 and 7 for satisfaction and items 7, 12, 17, 18, 25, 28, 35, for factors
influencing attitude) were excluded from analysis because these items are complex items
(Tabachnick and Fidell, 2007).
Confirmatory factor analysis was used to assess the convergent and discriminant validity of the
construct measures (Churchill, 1979). CFA was used to confirm the validity of factors and
variables constructed/chosen to measure those factors (Bryant et aI., 1999). Convergent validity
was undertaken to examine the extent to which the item correlates positively with other measures
of the same construct. Discriminant validity examines the extent to which a measure did not
correlate with other constructs from which it was supposed to differ. Confirmatory factors
analysis was carried out using AMOS 18.0 software. Factor loadings show the strength of the
relationship between an item and a particular construct or factor. The higher the loading the
better the representation of that particular item on the factor. A minimum factor loading of 0.30
137
has been recommended in literature and 0.50 was considered significant (Hair et al., 1998). All
items used for the validity test had a strong factor loading on their respective construct.
Convergent and discriminant validity was assured for all items used for the analysis. See Table 4.
3.2 for more details. All the Items which did not meet the principal component analysis test were
not included in the test for convergent and discriminant validity.
3.11 Reliability of the Research Instrument
Reliability is the extent to which measurement of the test can be repeated. This means that
measuring instruments result should be consistent when the instrument is repeated (Asika, 1991).
The reliability of the scales in the research instrument was tested by using the Cronbach alpha
coefficient to determine the degree of internal consistency between the multiple measurements.
In other to also ensure the reliability of the research instrument, a pilot study of the research
instrument were tested on a sample of 50 respondents from the 3 senatorial district in Lagos
State. The purpose of the pilot study was to (i) determine the willingness of the respondents to
participate in the study (ii) to have pre-knowledge of the reactions of the respondents and (iii) to
determine the suitability and reliability of the research instrument. The results of the pilot study
showed that the respondents understood the question items in the questionnaire. This showed
that the measuring instrument not only measured what it was set out to measure, but that it is
consistent in doing that. The reliability test was used to compute the pre-test reliability, and the
result proved positive as all variables exceeded the minimum acceptable value of 0.60 (Pallant,
2007). After the pilot study, question items in the questionnaire were constructed and clarified
for the final survey.
The literature reveals that acceptable reliability should fall between 0.50 0.60, although 0.70
and above is desirable (Hair et al., 1998), also 0.70 is recommended by (Nunnally and Berstein,
1994; Hair et al., 2006 and Pallant, 2007). A high value of Cronbach`s alpha test indicates that
the stability, dependability and predictability of the measuring instrument is very certain (Asika,
1991). The reliability scores of constructs and Inter-inter correlation of items in the questionnaire
are shown in appendix II.
The Cornbachs alphas of the different constructs range from 0.534 to 0.842. Majority of the
construct have their reliability scale value above 0.70. Some measures with reliability scale
138
below 0.7 was as a result of small number of items in the scale. Cronbach's alpha values are,
however, quite sensitive to the number of items in the scale. With short scales, it is common to
find Cronbachs values that are quite low (Nurosis, 1993; Pallant, 2007). It has been
recommended that in such situations, it is more appropriate to report a mean inter-item
correlation. Recommended optimal range for the inter-item correlation is .2 to .4 (Pallant, 2007).
Also, the item-total correlation can be used to improve the level of the Cronbach alpha,
considering a minimum value of .3 (Nurosis, 1993). The mean item-total correlation values for
all items exceeded the recommended value except that of credibility. Credibility construct was
the only item that had to be deleted and was not used in the analysis due to a low level of item
total correlation value with a minimum value of less than 0.3 and a maximum value less than 0.4
as shown in appendix II.
The Cronbach Alpha test has been criticized to underestimates reliability of research instrument
(Smith, 1974). As such, the use of composite reliability has been suggested (Jreskog, 1971) to
support the result of cronbach, using a cut-off value of .6 (Nunnally, 1994). Composite reliability
test using Confirmatory Factor Analysis (CFA) was carried out to support the result of the
cronbach alpha test. The results were satisfactory (see Table 4.3.2) as all values were greater than
the benchmark of .60 as recommended by Bagozzi and Yi (1988).
used to determine the mean and standard deviation scores of the marketing messages dimensions,
attitude, purchase behaviour dimensions and factor influencing attitude. Frequency and
percentage distribution were used to analyze the demographic characteristics, mobile service
usage patterns, preference density and behavioural response to marketing messages. Collation
and analysis of the open-ended questions were carried used to identify similar patterns in
respondents views to stated questions.
Factor analysis was carried with the use of Exploratory Factor Analysis (EFA) and Confirmatory
Factor Analysis. Exploratory factor analysis (EFA) was used to reduce the items in the
139
questionnaire and to indicate variables that can be grouped into a smaller set of underlying
factors. Exploratory factor analysis (EFA) was used to test the validity of the measurement
scales. Principle component analysis with Varimax rotation was used. The Bartlett test of
sphericity was employed to indicate the statistical probability that the correlation matrix has
significant correlations among some of the variables (Hair et al., 2006). Confirmatory factor
analysis is a statistical tool/technique which was used to verify the factor structure of the
observed variables/constructs. It was also used to tests whether a specified set of constructs is
influencing responses in a predicted way (Brown, 2006). CFA was used to test if there exist a
good relationship between observed variables and their underlying latent constructs. Knowledge
from the literature, theories, models and EFA was used to postulate the relationship pattern of the
factors measured by the measuring variables (questions).
Confirmatory factor analysis (CFA) was also used to test the fit of factor model in the study. This
was done by using Goodness-of-fit indexes: goodness of fix index (GFI), adjusted goodness of
fit index (AGFI), normed fir index (NFI), comparative fit index (CFI), standardized root mean
square (SRMR) and root mean square error of approximation (RMSEA) (Hair, et al., 2006). The
fit guidelines were also used to assess the validity of the proposed model by examining the
goodness-of-fit and significance, direction and size of structural parameter estimates (Hair et al.,
2006).
Structural Equation Modelling (SEM) using Amos 18 software was used to perform multiple
regression analysis in testing the research hypotheses and in validating the research model.
AMOS is a powerful and graphical, easy-to-use structural equation modeling (SEM) software. It
creates much realistic models than standard multivariate statistics or multiple regression models.
It is used to estimate, assess, and then present a model in an intuitive path diagram to show
hypothesized relationships among variables (Byrne, 2001).
.
Structural equation modeling (SEM) allows separate relationships for each dependent variable
set, and provide very efficient estimation procedure for many and separate multiple regression
equation that are estimated simultaneously (Hair et al., 2006). It consists of two components;
structural model & measurement model, where structural model is a path model which
relate/associate dependent with independent variables (marketing messages variables as
independent & purchase behaviour as dependent variable in this study). The measurement model
140
was used in assessing the validity and reliability of each indicator item to measure the
independent/dependent variables (Hair et al., 2006). The use of SEM is justified by the following
reasons.
(i) This study deals with the measurement of many factors (marketing messages factors (5),
purchase behaviour factors (3) and 9 variables measuring factors influencing attitude)
through different variables/questions, therefore multivariate analysis has been chosen
through structural equation modeling (SEM). Multivariate analyses are statistical
techniques that simultaneously analyze multiple measurements on individuals/objects
under study (Byrne, 2001).
(ii) SEM has been widely adopted by marketing and consumer behaviour researchers. As
one of most popular data analysis method adopted in articles in the leading marketing,
consumer behaviour journals relating to attitude towards marketing actitives on mobile
phone device and information system journals (Anderson and Gerbing, 1988;
Baumgartner and Homburg, 1996).
(iii) SEM is able to deal directly with how well the measures reflect their intended constructs
by applying one of its applications, Confirmatory Factor Analysis (CFA). CFA is both
more rigorous and more parsimonious than other statistical techniques in estimating the
reliability and construct validity of measures (Kelloway, 1998; Black, 1999).
(iv) SEM also provides flexible and powerful means of simultaneously assessing the quality
of the research model and examining the relationships among its constructs (Byrne,
2001). It tests hypotheses by explicit tests of both the overall quality of the factor
solution and the specific parameters composing the model (Kelloway, 1998).
141
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF
RESULTS
4.0 Introduction
This chapter deals with presentation, analysis and interpretation of data gathered from the
respondents for the purpose of this research work. The analysis and interpretation of data in this
section was based on the questionnaire administered and gathered from sample respondents. This
chapter commences with the analysis and presentation of questionnaire retrieved, followed by
presentation of demographic data through the use of tables and graphs, analysis and presentation
of data relating to mobile phone usage and respondents preference density to marketing
messages, presentation, interpretation of Likert-scale statements and test of hypothesis.
4.1 Presentation of Data
The data obtained for this study were presented using tables specifying relevant information on
the amount of questionnaires distributed and retrieved from respondents. Details of these can be
seen in table 4.1.
4.1.1
RESPONSE RATE
The field work commenced on the 25th February, 2013 through to 19th April 2013. A total of One
thousand two hundred (1,200) questionnaires were administered to employees, employers and
tertiary institution students in Lagos State. A total of One thousand and forty three (1,043)
questionnaires were retrieved from respondents.
Sorting the questionnaires was carried out after retrieval, a total of Twenty three (23) out of One
thousand and forty three (1,043) questionnaires retrieved were not usable, and these constitute
only 2% of the total questionnaires retrieved. Some of the questionnaires retrieved were partially
usable as few respondents did not completely fill up the questionnaire. Some questions mostly in
the section B part were left blank without ticking any option. These only constitute 12% of the
total questionnaires retrieved. Details of response rate analysis are shown in the table 4.1.
142
S/N
Organisations
MTN
NIGERIA
Percent Num
Retrie ber
ved
Not
retur
ned
Num
ber
Distributed
Num
ber
Retrie
ved
20
18
90
20
18
90
15
14
93
12
15
Percent Num
Not
ber
Retur Retur
ned
ned Not
Usable
10
Percent
NumberRetur
Percent Retur ned &
Retur ned & Partially
ned Not PartiallyUsable
Usable Usable
Num
ber
Retur
ned &
Fully
Usable
Percent
Percent
Total
Returned
Usable
& Fully
Number
Usable
Total
Usable
17
14
77
17
78
10
22
13
72
17
94
29
64
13
93
80
20
10
83
11
91
12
80
20
25
67
11
91
15
13
87
13
15
10
77
12
92
25
22
88
12
28
16
73
21
95
25
23
92
35
14
61
22
96
25
23
92
39
12
52
21
91
25
24
96
29
16
67
23
96
GLOBACOM
2
NIGERA
FIRST BANK
PLC
STERLING
15
BANK PLC
KEYSTONE
BANK PLC
SGS
(Clearing &
Forwarding)
PLC
UNILEVER
NIGERIA PLC
SKYE BANK
PLC
IBTC BANK
PLC
NOBLE
SHOLTON
10 (Auditors) LTD
One thousand and twenty (1020) copies out of one thousand two hundred (1200) questionnaires
administered to sampled respondents were duly completed and useable for this study. This
constitute 85per cent response rate. The high response rate of 85 per cent achieved in the study is
due to the persistent calls made on respondents and possibly because of the high interest the
respondents had in the study.
143
AGE
QUALIFI CATION
MARITAL SATUS
Male
Female
Total
15-24
25-34
35-44
Total
WAEC
B.Sc.
M.Sc.
MBA
O.N.D
Total
Single
Married
Others
Total
Undergraduate Full time
Frequency
511
509
1020
577
337
106
1020
657
209
47
30
77
1020
790
224
6
1020
538
Percent
50.1
49.9
100
56.6
33
10.4
100
64.4
20.5
4.6
2.9
7.5
100
77.5
22
0.6
100
52.7
230
22.5
38
3.7
48
4.7
854
840
15
151
14
1020
69
65
61
195
83.7
82.4
1.5
14.8
1.4
100
35.4
33.3
31.3
100
STUDENT STATUS
OCCUPATION
JOB POSITION
Total
Student
Employer
Employee
Business Owner
Total
Managerial
Supervisory
Clerical
Total
144
Table 4.2 shows that respondents for this study include 511 (50.1%) of males and 509 (49.9%) of
females. This indicates that respondents for this study were evenly distributed into male and
female.
The respondents were distributed in 3 age groups as illustrated in Table 4.2.1; the age structure
of the respondents reveals that the largest age group is ages (15-24) group representing 577
(56.6%) followed by ages (25-34) group representing 337 (33%) and ages (35-44) representing
106 (10.4%) of the total sample. It can be concluded from Table 4.2, that most of the respondents
for this study fall into the younger age-group who are familiar with mobile services and
knowledgeable about new mobile technologies.
Table 4.2, also shows educational background of the respondents. With majority of the
respondents having at least WAEC certificate representing 657 (64.4% ) of the total sample.
Followed by respondents having B.Sc. degree representing 209 (20.5%) of the total sample.
Respondents having O.N.D certificate represents 77 (7.5%) of the total sample, and respondents
with M.Sc. and MBA degree represent 47 (4.6%) and 30 (2.9%) of the total respondents. It can
be concluded from Table 4.2 that the respondents were primarily well educated and should have
a basic understanding of mobile marketing services.
Table 4.2 shows that 77.5% which constitute 790 respondents of the total sample were single
while 224 (22%) of the respondents were married and only 6 (0.6%) of the respondents
represents others. This indicates that majority of the respondents were single and will probably
respond more to marketing messages.
Table 4.2 shows that respondents that were undergraduate full-time students constitute 538
(52.7%). Respondents that were undergraduate part-time students constitute 230 (22.5%).
Respondents that were postgraduate full-time students constitute 38 (3.7%) and 48 (4.7%)
represent postgraduate part-time students. This indicates that majority of the respondents were
undergraduate full-time students. Table 4.2 illustrates that 840 (82.4%) of the total sample of
respondents are students, 151 (14.8%) were employees, 15 (1.5%) employers while 14 (1.4%) of
the total sample are business owners. It can be concluded from Table 4.2 that the respondents
were primarily students who were more familiar with mobile phone services and usage. The
145
Table also shows that 69 (35.4%) of the respondents held managerial positions, 65 (33.3%) held
supervisory positions while 61 (31.3%) of the respondents held clerical positions.
4.2.2 Descriptive Analysis of Data on Mobile Phone usage.
This sections entails analysis of respondents type of mobile phone usage and usage patterns.
Details of this is shown in chart 4.1 beleow.
Chart 4.1 Frequency distribution of Respondents by Mobile phone Usage/Usage Pattern
146
by them. Also respondents may become sensitive to the kind of messages received through SMS
text as this is their most frequently used medium for communication.
4.2.2.1 Respondents Mobile Phone Usage Pattern by Gender.
This section entails the percentage distribution of respondents mobile phone usage and usage
patter by gender. This analysis was carried out in order to identify whether mobile phone users
gender influence their usage pattern of mobile phone services. Details of this is shown in chart
4.2 - 4.11.
Chart 4.2 demonstrates the different usage of SMS among gender groups. For the female gender,
82% use SMS very often, 16% use it sometimes and 2% never use this service.
Total
100%
(n=504)
100%
(n=504)
Chart 4.3 demonstrates the different usage of voice calls among gender. For the female gender,
76% use MMS very often, 14% use it sometimes and 10% never use this service.
147
Male
Female
Very often
79
76
Sometimes
14
14
Never
Total
7
100%
(n=500)
10
100%
(n=499)
Very often
Sometimes
Never
Usage Pattern
MMS/Gender
70
60
50
Percentage 40
30
20
10
0
Male
Female
Very often
29
66
Sometimes
47
18
Never
24
16
Total
Source: Field
100%
(n=492)
Survey 2013.
100%
(n=499)
Very often
Sometimes
Never
Usage Pattern
Chart 4.4 demonstrates usage of MMS among gender. For the female gender, 66% use MMS
very often, 18% use it sometimes and 16% never use this service. For the male gender, 29%
use it often, 247% use sometimes while 24% never use this service. This indicates that the
female gender constitute regular users of MMS phone service. This implies that the organisations
can communicate with their female customers through the use of MMS service.
148
Chart 4.5 demonstrates the usage of phone videos among the gender group. The table shows that
both male and the female gender are regular users of phone video service.
Chart. 4.5 Videos Phone Usage by Gender
Videos/Gender
60
50
40
Percentage 30
20
10
0
Male
Female
Very often
46
51
Sometimes
42
40
Never
12
Total
100%
(n=492)
100%
(n=487)
Very often
Sometimes
Never
Usage Pattern
News/Gender
80
60
Percentage 40
20
0
Male
Female
Very often
Very often
65
54
Sometimes
Sometimes
31
37
Never
Never
100%
(n=495)
100%
(n=494)
Total
Usage Pattern
149
Very often
Sometimes
Male
Female
Very often
67
37
Sometimes
28
44
19
Never
Total
100%
(n=495)
Never
100%
(n=494)
Usage Pattern
Facebook/Gender
80
60
Percentage 40
20
0
Male
Female
Very often
Very often
70
69
Sometimes
Sometimes
25
25
Never
Never
Total
100%
(n=498)
100%
(n=494)
Usage Pattern
Chart 4.9 demonstrates gender usage of mobile web browsing. The chart shows that both genders
browse the internet with their mobile device on a regular basis. This implies that
Chart 4.9 Mobile Web browsing by Gender
Web browsing/Gender
100
80
60
Percentage 40
20
0
Male
Female
Very often
79
70
Sometimes
17
23
Never
Total
100%
(n=495)
100%
(n=491)
Very often
Sometimes
Never
Usage Pattern
Chatting/Gender
80
60
Percentage 40
20
0
Male
Female
Very often
Very often
69
68
Sometimes
Sometimes
26
25
Never
Never
Total
100%
(n=496)
100%
(n=494)
Usage Pattern
timely and relevant issues regarding their products and services and also create a chat room for
discussions among their customers.
Chart 4.11 Mobile E-mail Usage by Gender
E-mail/Gender
70
60
50
Percentage 40
30
20
10
0
Very often
Male
Female
Very often
61
58
Sometimes
33
33
Never
Total
100%
(n=497)
100%
(n=492)
Sometimes
Never
Usage Pattern
152
Very often
Sometimes
15-24
25-34
35-44
Very often
75
80
86
Sometimes
16
12
10
Never
10
100%
(n=569)
100%
(n=326)
100%
(n=121)
Total
Never
Usage Pattern
SMS/Age group
100
80
60
Percentage 40
20
0
15-24
25-34
35-44
Very often
79
79
70
Sometimes
19
18
26
100%
(N=568)
100%
(N=331)
100%
(N=105)
Never
Total
.
Very often
Sometimes
Never
Usage Pattern
This shows that as the age is rises, SMS usage is declines. This indicate that the younger users
are more familiar with the use of SMS than the older users of which the ability to gain new
capabilities is declining through the years. Findings from these implies that organisations
intending to and are using marketing messages need to consider the demographic variables of
their current and potential customers in using SMS service in communicating to their target
markets.
Chart 4.14 shows MMS mobile phone usage by age group. The findings in this section is similar
Chart 4.14 MMS Phone Usage by Age group
MMS/Age group
60
50
40
Percentage 30
20
10
0
15-24
25-34
35-44
Very often
30
24
33
Sometimes
48
48
41
Never
22
28
26
100%
(n=312)
100%
(n=100)
Total
Source: Field
100%
(n=560)
Survey 2013.
Very often
Sometimes
Never
Usage Pattern
to that obtained for SMS service usage. The age-group 15-24, are the major users of MMS
service compared to the other age-group. It was also noticed that as the age is rising, MMS usage
decreases. This shows that there is an inverse relationship between MMS usage and age.
Younger age-group will be more receptive and will have more positive attitude towards using
MMS service than the older age-group. Orgainsations should focus more on using the MMS
service in communicating marketing messages to the younger age-group as they are more
familiar and are regular users of this service than the older age group.
Chart 4.15 demonstrates gender usage of mobile news service. For the age group18-24, 58%
out of the total number of 566 use the service very often, a rate extremely larger than the 2534 age group, and the 35-44 age group. Also for age-group 15-24, 36% out of the total
154
number of 566 use the service sometimes, this rate is higher than 105 of age-group 25-34 and
age-group 35-44.
Chart 4.15 Mobile Phone News Usage by Age Group
News/Age group
70
60
50
Percentage 40
30
20
10
0
15-24
25-34
35-44
Very often
58
62
61
Sometimes
36
33
34
Never
100%
(n=566)
100%
(n=312)
100%
(n=101)
Total
Very often
Sometimes
Never
Usage Pattern
Total
100%
(n=566)
100%
(n=321)
100%
(n=103)
For the age group15-24, 73% use the service very often, a rate larger than that of the 25-34
age group, and 35-44 age group. This shows that younger age-groups will be more receptive to
engage in interactive chat room discussions via their mobile device. Findings from the above
figures indicate that the younger age-groups are the prevent users of mobile technologies as they
are more familiar with the usage of mobile services than the older ones. Organisations
communication through the mobile device will become more effective, efficient and productive
if marketing messages are tailored to the appropriate age-groups.
4.2.2.3 Respondents Mobile Phone usage by Occupation
This section entails the percentage distribution of respondents mobile phone usage and usage
patter by occupation. This analysis was carried out in order to know whether the occupation of
mobile phone users influence their usage pattern of mobile phone services. Details of this is
shown in chart 4.17 and chart 4.18.
Occupation was used in assessing mobile service usage pattern of respondents. The result in
chart 4.17 shows that students are regular users of SMS services. For the student occupation
group, 79% out of the total number of 826 use the service very often, a rate larger than that of
Employee occupation group, employer group and the business owner occupation group.
This shows that the student group are the most frequent users of SMS nobile serive usage.
Chart 4.17 SMS Phone Usage by Occupation
SMS/Occupation
100
80
60
Percentage 40
20
0
Student
Employee
Employer
Business
owner
Very often
79
71
93
86
Sometimes
18
29
14
Never
100%
(n=149)
100%
(n=15)
100%
(n=14)
Total
100%
(n=826)
156
Very often
Sometimes
Never
Usage Pattern
This is because students are more familiar with the use of SMS services and are more
knowledgeable in mobile service technology than any other group. But the student are not
earning large income compared to the working group as only few of them constitute the student
working group. Organizations can develop marketing programmes that will suit their income
level as the student group constitutes a large target market that cannot be ignored.
Chart 4.18 shows respondents web browsing usage by occupation. This finding is similar to the
findings of respondents SMS usage by occupation. The student group constitutes the major user
of mobile web browsing. For the student group 74% out of the total number of 816 use the
service very often, compared to other occupation category.
Chart. 4.18 Mobile Web browsing Usage by Occupation
Web browsing/Occupation
90
80
70
60
Percentage 50
40
30
20
10
0
Student
Employee
Employer
Business
owner
Very often
74
76
85
67
Sometimes
20
22
15
25
Never
Total
100%
(n=816)
100%
(n=145)
100%
(n=13)
100%
(n=12)
Very often
Sometimes
Never
Usage Pattern
157
Very often
WAEC
O.N.D
B.Sc.
M.Sc.
MBA
Very often
78
92
73
15
87
Sometimes
19
27
81
13
Never
1
100%
(n=75)
100%
(n=204)
100%
(n=46)
100%
(n=30
Total
100%
(n=646)
Sometimes
Never
Usage Pattern
Marketing Messages
Daily
Many
times a
day
%
Once a
Week
7.5
7.6
8.3
11.9
7.8
8.1
8.1
12.7
6.3
8.1
7.3
7.8
8.5
7.4
2.3
7.2
7.9
9.0
9.2
6.6
4.5
6.7
6.6
7.7
7.2
8.6
9.1
12.5
5.4
5.7
6.7
6.2
10.8
5.4
8.3
7.2
10.8
7.3
6.9
5.9
6.9
10
7.5
14.8
6.8
8.7
9.4
8.7
9.7
7.5
7.1
6.7
7.5
7.8
6.5
6.1
6.0
7.7
7
7.3
4.5
8.0
9.1
8.4
7.7
8.7
5.8
6.7
10.2
8.4
6.7
7.6
6.1
7.5
10.2
100%
(n=3150)
100%
(n=831)
100 %
(n=3557)
100%
(n=100)
100%
(n=4038)
100%
(n=88)
%
1
Product information
4
5
6
7
8
9
10
11
12
Breaking news
Sports
Inspirational (Quotes, devotional)
13
Several
times a
Week
%
Once a
Month
Do Not
receive
6.7
3.4
4.5
159
According to Venkatesh and Kumar (2004), repeating marketing messages to customers will
translate into awareness, interest and learning, possibly bringing about a state of elation and more
positive attitude towards the brand or product, and this may eventually result in a purchase
action. This is possible where consumers of marketing messages already have a predisposition to
welcome and utilize such messages. There is the likelihood of such messages generating
increased consumers interest. Broussard (2000), stated that effective frequency in brand
communication is focused on achieving changes in awareness levels at the beginning of sending
marketing messages to consumers otherwise, increased frequency in brand communication will
lead to loss of interest in the product and the marketing messages becomes annoying and
offensive to the consumers.
Repetition of marketing messages is effective only to an extent that the positive effects of
repetition may increase up to a certain level, until such marketing messages start to wear-out, and
it may no longer have an effect or the effect may be negative. As a result, the consumer may
delete or ignore such marketing messages. At this point, the relationship between the rate of
receiving marketing messages and behavioural response will be negative, resulting in an
unfavourable attitude.
160
S/
n
1
2
3
4
5
6
7
8
9
10
11
12
13
Marketing Messages
Product information
Promotional Messages
Free: SMS, call credit,
internet services
Entertainment (jokes,
games, Chat)
Information
job
(Vacancy
weather,
traffic flow)
Invitation for voting in
a TV show
Invitation for voting in
a TV contest /game
Music downloads
Caller/Ring
tunes
download
Breaking news
Sports
Inspirational (Quotes,
devotional)
Lifestyle(Health/fitness,
fashion, love tips)
Total
Once
Twice or
More
Once
Twice or
More
Once
Twice or
More
Do
not
want to
receive
10.6
6.2
7.8
7.1
7.4
8.6
5.4
6.8
7.4
7.9
11.1
8.1
7.8
8.8
6.9
8.6
5.4
8.1
5.4
7.5
8.5
9.3
7.1
5.4
7.2
8.1
8.1
8.2
6.9
8.8
6.3
5.7
8.1
6.5
5.6
9.5
11.5
9.1
8.1
6.1
7.4
5.5
7
9.7
8.1
8.1
8.4
12.5
9.2
8.6
5.6
8.1
10.8
6.4
8.7
7.5
9.5
7.2
5.1
7.6
6.4
10.5
6.2
6.4
6.8
8.1
8.1
8.4
8.2
6.7
6.6
7.1
7.5
8.1
8.2
7.1
7.4
5.1
8.6
5.4
7.4
8.8
7.8
5.5
7.7
8.1
100%
(n=4232)
100%
(n=1544)
100%
(n=1316)
100%
(n=2018)
100%
(n=440)
100%
(n=37)
100%
(n=2933)
Note: Frequency is for available data
Source: Field Survey 2013
Table 4.4 shows that respondents have preference for receiving more of daily marketing
messages than receiving weekly and monthly mobile marketing messages. From the table,
401(9.5%) respondents indicated their preference for receiving twice or more daily marketing
messages. Respondents with preference for getting inspirational messages include 379 (9%),
while 372(8.8%) of the respondent indicated their preference for getting discounts and lifestyle
marketing messages.
Respondents with preference for receiving entertainment messages include 360(8.5%),
316(7.5%) respondents indicated their preference for music downloads while 295(7%) of the
respondents indicated their preference for getting caller/ring tunes. Respondent who showed
161
preference for getting sports messages include 349(8.2%) while 345(8.2%) of the respondents
indicated preference for receiving informational marketing messages. The table also shows that
262 (6.2%) of the respondents indicated preference for receiving product information messages.
A total of 252 (12.5%) of the respondents indicated preference for getting monthly marketing
messages on competition while 233(11.5%) respondents indicated preference for receiving
invitation for voting in a TV show/game messages.
Findings from table 4.4 indicate that respondents were willing to receive twice or more daily
marketing messages on breaking news, inspirational and lifestyles, coupons and discounts,
entertainment, general information, sports and product information. This implies that Consumers
desire marketing messages that meet their need for news, entertainment (Music, ring tunes,
games, jokes, sports, competition), information (weather, traffic, flight), lifestyle, promotions,
discounts and product/service information.
The findings of table 4.4, reflects that consumers have a positive predisposition to getting mobile
marketing messages that are relevant to their work, personal life and wellbeing. The implication
of these findings is that mobile marketers can induce a favourable purchase behaviour from
customers by sending to them relevant marketing messages that meet their needs. And as such,
mobile marketers can achieve their goal of locating, reaching and building brand relationship
with customers.
4.2.4.1 Respondents Preference Density for Marketing Messages by Age group.
This sections entails the frequency distribution of respondents preference density to receiving
mobile marketing messages by age group. This was carried out in order to know which age
group is more receptive and willing to receive mobile marketing messags on their phones.
Details of their responses are shown in chart 4.20 and chart 4.21.
Chart 4.20 reveals the age group (15-24) of respondents preference density for marketing
messages. The tables depict respondents willingness to receive the various marketing messages
based on their age groups. For the age group 15-24, 186 indicates their preference to receive
product information once daily, 135 indicate their preference to receive promotional messages
thrice or more daily,127 indicate their preference to receive entertainment messages thrice or
more daily. Also, 120 respondents indicates their preference to receive general information on
162
(weather, job Vacancy, traffic flow) once daily, 107 indicate their preference to receive invitation
to vote in a show/contests once daily,130 indicate their preference to receive messages on
music downloads once daily.
Chart 4.20 Respondents Preference Density for Marketing Messages by Ages (15-24)
for lifestyle messages. For thrice or more daily message, 77 indicate their preference for
breaking news, 63 for sports information, 68 for quotes and 58 for lifestyle messages. For once
a month Message, 103 indicate preference for invitation to vote in a contest/show, 90 indicate
preference for ring tunes downloads and 72 for music downloads.
Chart 4.21 Respondents Preference Density for Marketing Messages by Ages (25-34)
164
entertainment, music and ring tune downloads, breaking news and sports information. Findings
from chart 4.22 also show that the male gender are sensitive to the type of marketing messages
received. As they only indicates willingness to receive more messages that are of relevance to
their informational and entertainment needs.
Chart 4.23 depicts female respondents preference density for marketing messages. Details of
their responses are shown in the chart below. Chart 4.23 reveals that the female gender are
receptive to receiving frequent marketing messages on their mobile devices. Marketing messages
for thrice or more daily includes entertainment, breaking news, inspirational quotes and
lifestyle messages. Messages for once daily range from product information, promotional
messages, entertainment, general information (weather, job vacancy), invitation to vote in a
show/contest, music and ring tunes downloads, breaking news, quotes and lifestyle messages.
Chart 4.23 Female Respondents Preference Density for Marketing Messages
a show/contests, breaking news, music and ringing tune downloads. They have less negative
attitude to frequency of marketing messages. The female gender are more receptive to
entertainment and lifestyle messages.
Findings from the analysis above indicates that organisations need to consider the demographic
variables of mobile phone users who constitute their target markets in planning mobile marketing
messages and advertising programmes intended for mobile phone users.
4.2.5 Respondents Behavioural Response to Marketing Messages
This sections entails the frequency distribution of respondents behavioural response to marketing
messages. This analysis was carried out in order to evaluate how mobile phone users respond to
marketing messages sent to their mobile phone device. Details of their responses are shown table
4.5.
Table 4.5 shows respondents behavioural response to marketing messages. The table shows that
64 (6.3%) of the respondents would delete the message immediately, 67(6.6%) would ignore the
message completely, 120(11.8%) would read it occasionally, 126(12.4%) would read and accept
the message, 179(17.5%) would read and reject and 457(44.8%) would read the message
immediately without taking any action.
Table 4.5 Frequency Distribution of Respondents by Behavioural Response to Marketing
Messages
Response to Marketing Messages
Ignore it completely
Frequency
67
Percent
6.6
Read it Occasionally
Read it Immediately
120
457
11.8
45.1
126
179
12.4
17.7
Delete it immediately
64
6.3
Total
1013
100
The table depicts that mobile phone users are open to marketing messages as majority of them
read such messages immediately they are received. The low behavioural response to accepting
marketing messages could imply that consumers perceives the mobile phone device as an
167
extension of their personal life and as such organization should always seek their consent and
permission before sending such messages. As consumers only value messages that are of
relevance and personalized to meeting a specified need. Organisations must consider various
factors that could \deter or generate favourable response to marketing messages in planning
marketing strategies for mobile services.
4.2.5.1 Respondents Behavioural Response to Marketing Messages by Demographic
Variables.
This section entails the percentage distribution of respondents behavioural response to marketing
messages by demographic characteristics of the respondents. This analysis was carried out in
order to identify whether differences will exist in respondents behavioural response to marketing
messages based on their demographic characteristics. Details of their responses are shown in
table 4.6 - table 4.9.
Table 4.6 shows the percentage distribution of respondents behavioural response to marketing
messages by gender. This analysis was carried out in order to assess whether there will be a
difference in respondents behavioural response to marketing messages based on gender category.
Details of this are shown in the table 4.6 below.
Table 4.6 Percentage Distribution of Respondents Behavioural Response to Marketing
Messages by Gender
Gender
Response
Ignore it Completely
Male
55
Female
45
Read it Occasionally
62
38
Read it Immediately
48
52
51
49
44
56
Delete it Immediately
53
47
Total
100%
(n=67)
100%
(n=120)
100%
(n=457)
100%
(n=126)
100%
(n=179)
100%
(n=64)
Table 4.6 show that both male and female gender have similar behavioural response pattern to
marketing marketing. For ignore it completely response pattern, 55% responded for male and
168
45% for female. For read it occasionally response pattern, 62% for male and 38% for female.
For read and accept response pattern, 51% responded for male and 49% for female. For
delete it immediately response pattern, 53% responded for male and 47% for female. These
findings indicate that both genders are likely to read marketing messages immediately and they
will both participate in marketing programmes. Findings from this table reveal that there is no
gender differences in behavioural response to marketing messages. As both genders are likely to
react similialy to marketing messages received on their mobile device.
Table 4.7
marketing messages by age group. Analysis of this table will help to assess whether
behavioural response to marketing messages and mobile phone users age are related. Details
of this are shown in the table 4.7 below.
Table 4.7 Percentage Distribution of Respondents Behavioural Response to Marketing
Messages by Age
Age
Response
Ignore it Completely
15-24
72
25-34
22
35-44
6
Read it Occasionally
48
37
15
Read it Immediately
59
33
55
30
15
57
33
10
Delete it Immediately
45
41
14
Total
100%
(n=67)
100%
(n=120)
100%
(n=457)
100%
(n=126)
100%
(n=179)
100%
(n=64)
immediately a rate extremely larger than 33% of age-group 25-34 and 8% of age-group 3544. From the table, it can be seen that age-group 15-24 had the highest response rate for all
categories and held a more positive response compared to other age-group. This finding reveals
that the younger age group are more responsive and hold a more positive behavioural response to
marketing messages. And that there is an inverse influence of age on behavioural response to
marketing marketing. This indicates that as mobile phone users get older, they tend to be less
responsive to marketing marketings.
169
Findings from table 4.7 also indicate that behavioural response to marketing messages differs
according to age -group. As there exist significant differences in mobile service usage between
young people and older age groups. The first two groups whose ages are less than 34 are more
actively involved in mobile marketing and held more favourable behavioural response to
marketing messages than the age group above 34.
the mobile devices in communicating with their target markets might consider this study that
young people are the most active users of mobile services. They are more familiar with mobile
messages and hold more favourable response to marketing messages.
Table 4.8 depicts the percentage distribution of respondents behavioural response to marketing
messages by educational qualification. This analysis was carried out in order to assess whether
educational qualification of mobile phone users will cause a difference in their behavioural
response to marketing messages. Details of this is shown in table 4.8 below.
Table 4.8 Percentage Distribution of Respondents Behavioural Response to Marketing Messages
by Educational Qualification
Educational Qualification
Response
Ignore it Completely
WAEC
70
Read it Occasionally
B.Sc.
M.Sc.
MBA
O.N.D
19
51
35
Read it Immediately
67
18
64
18
10
69
15
Delete it Immediately
52
31
Total
100%
(n=67)
100%
(n=120)
100%
(n=457)
100%
(n=126)
100%
(n=179)
100%
(n=64)
Table 4.8 reveals that respondents with lower educational qualification participated more in
marketing messages and held more favourable response compared to those with higher
qualifications. This finding indicates that there exist differences in behavioural response to
marketing messages based on level of educational qualification of the mobile user. The
Behavioural response of people with lower educational status differs significantly from those
with higher educational status. Respondents with lower educational status hold a more
favourable response rate than those with higher educational status. Organizations or marketers
170
planning to use the mobile service platform might consider that people with higher educational
status are the ones that earn more money and such people can also form part of their targets
markets.
Table 4.9 depicts the the percentage distribution
marketing messages by occupation. This analysis was carried out in order to assess whether there
exist differences in mobile phone users behavioural response to marketing messages based on
occupation. Details of this is shown in table 4.9 below. Table 4.9 shows that students have the
highest response rate to marketing messages compared with others.
Table 4.9 Percentage Distribution of Respondents Behavioural Response to Marketing
Messages by Occupation
Occupation
Response
Ignore it Completely
92
Business
Owner
0
Read it Occasionally
70
26
Read it Immediately
84
13
87
11
85
14
Delete it Immediately
67
25
Student
Employer
Employee
Total
100%
(n=67)
100%
(n=120)
100%
(n=457)
100%
(n=126)
100%
(n=179)
100%
(n=64)
Table 4.9 shows that students are more active in the usage of mobile services. The above also
indicate that the student category are more responsive and hold a more positive behavioral
response to marketing messages than any other group. This finding depicts that students
constitute a promising segment that organizations or marketers should consider when planning
marketing and advertising programmes on mobile devices. Also, this finding indicate that there
exist differences in behavioural response to marketing messages based on occupation. Students
are more responsive to marketing messages than any other group.
Organizations or marketers planning to use mobile services in communicating and engaging its
target markets may need to know that students do not usually have steady sources of regular
income. Few of these students earn their living by combining work and study. A message sent to
171
them for free will have more impact on their attitude than the one that requires payment. Their
behaviour towards marketing messages may be affected by increase in income or steady source
of income which may culminate in favourable response.
Findings from the above analysis reveal that demographic variables of mobile phone users have a
significant impact on the various dimensions of experience and behavioural responses to mobile
communications and marketing messages.
Table 4.10 above indicates that over 73.5% of the respondents agreed and strongly agreed that
they like to receive promotional marketing messages, while 22.1% disagreed with this statement.
From these finding, it can be deduced that respondents are receptive to receiving promotional
messages of products and services on their mobile phones. And that respondents view marketing
messages as a good source of getting promotional information on products/services.
172
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
Information on Latest
news
3.8
11.0
11.2
45.8
28.2
100%
(n=1020)
Information on product
usage tips
2.5
7.5
9.6
53.1
27.2
100%
(n=1020)
Table 4.11 shows that over 70% of the respondents agreed and strongly agreed that they like to
receive relational SMS messages of products/service, while over 10% disagreed and were
undecided with this statement. From these finding, it can deduced that respondents are receptive
to receiving relational marketing messages. And that respondents perceived marketing messages
as a good source of getting product/service information.
4.2.6.3 Analysis of Data on Personalization of Messages
Table 4.12 indicates respondents responses to five questions relating to personalization of
marketing messages. Responses from sampled respondents showed that they are receptive to
receiving marketing messages that are personalized to their needs, subscribed by them and the
ones they are at liberty to determine the time and form of delivery. Details of their responses are
shown below.
Table 4.12 Percentage Distribution of Responses to Personalization of SMS Messages
Responses
I like to receive
SMS relevant
to my need
Strongly disagree
2.7
Disagree
Undecided
Agree
Strongly agree
Total
7.3
9.5
47.5
33
100%
(n=1020)
Source: Field Survey 2013.
I like to receive
SMS which I
personally
subscribe to.
4.0
I like to
receive SMS
on store
location
4.1
I like to receive
SMS delivered at
myconvenient
time
4.2
I like the
freedom to
select the
form of SMS
4.3
9.5
8.5
47.5
30.4
100%
(n=1020)
7.9
11.1
54.1
22.8
100%
(n=1020)
11.8
16.0
48.4
19.6
100%
(n=1020)
13.5
17.9
44.3
19.9
100%
(n=1020)
173
Table 4.12 shows that over 60% of the respondents agreed and strongly agreed that they like to
receive personalization of marketing messages, while over 10% disagreed and are undecided
with this statement. From these findings, it can deduced that respondents are more likely to
welcome marketing messages tailored towards their personal needs and to which they have
indicated interest.
4.2.6.4 Analysis of Data on Interactivity of Messages
Table 4.13 indicates respondents responses to five questions relating to interactivity of
marketing messages. Analysis from the table showed that sampled respondents are receptive to
receive marketing messages that will enable them interact the organization. Details of their
responses are shown below.
Table 4.13 Percentage Distribution of Responses to Interactivity of SMS Message
SMS involving
downloading of
Responses
items
Strongly disagree
4.5
Disagree
15.0
Undecided
18.0
Agree
44.6
Strongly agree
17.8
Total
100%
(n=1020)
Source: Field Survey 2013.
SMS to vote
in a TV show
9.6
27.1
18.7
33.8
10.8
100%
(n=1020)
SMS on a
radio talk
show
7.6
23.2
21.0
35.5
12.6
100%
(n=1020)
SMS aiding
communication
with the advertiser
6.1
16.1
16.8
47.5
13.6
100%
(n=1020)
SMS on
text-to-win
12.5
22.8
18.3
34.8
11.6
100%
(n=1020)
Table 4.13 show that over 40% of the respondents agreed and strongly agreed that they like to
receive marketing messages that engages them in an activity, while over 15% disagreed and over
5% strongly disagreed with this statement. It can be deduced from these findings that
respondents are more likely to welcome marketing messages that engages them in an activity.
174
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
SMS on invitation to
vote
8.1
31.6
15.9
34.7
9.7
100%
(n=1020)
SMS on product
usage tips
4.5
23.2
16.6
44.2
11.5
100%
(n=1020)
Table 4.14 shows that over 50% of the respondents agreed and strongly agreed that they like to
receive regular marketing messages relating to product/service information, while over 20%
disagreed and over 4% strongly disagreed with this statement. Respondents disagreed to
receiving regular invitation to vote with 31.6% and strongly agreed with 9.7%. These findings
indicate that sampled respondents are only interested in marketing messages that facilitate their
purchase decision of product/service.
4.2.6.6 Analysis of Data on Brand Awareness
Respondents were asked five questions relating to brand awareness through mobile marketing.
The results indicated that sampled respondents are aware of activities of organizations
product/service through mobile marketing. Details of their responses are shown in the table
below.
Table 4.15 Percentage Distribution of Responses to Brand Awareness
Awareness on
promotional offers
4.0
17.1
11.6
55.4
12.0
100%
(n=1020)
Source: Field Survey 2013.
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
Awareness of
new product
3.9
18.2
15.8
48.8
13.2
100%
(n=1020)
Reports on
sport news
3.7
18.5
11.7
51.6
14.5
100%
(n=1020)
Table 4.15 shows that over 60% of the respondents agreed and strongly agreed that mobile
marketing creates brand awareness through information about: promotional offers; new product
and product/service usage tips, while over 15% disagreed and over 3% strongly disagreed with
this statement. These findings indicate that consumers are informed and aware of product/service
through marketing messages on their mobile device.
175
Interest
in
buying
Participati
on in SMS
promo
information
Strongly
disagree
Disagree
Undecided
Agree
Strongly
agree
Total
6.1
4.0
6.3
8.5
7.0
8.8
9.3
3.9
9.1
23.2
28.4
33.3
8.9
13.2
19.5
51.9
11.4
23.5
19.0
39.6
11.6
18.0
24.8
38.8
9.8
23.1
18.9
39.5
11.5
23.5
14.0
41.9
11.8
23.8
15.7
40.3
10.8
15.1
11.0
51.8
18.2
26.3
16.1
36.7
11.9
100%
(n=1020)
100%
(n=1020)
100%
(n=1020)
100%
(n=1020)
100%
100%
(n=1020) (n=1020)
Source: Field Survey 2013.
100%
(n=1020)
100%
(n=1020)
100%
(n=1020)
Table 4.16 indicates that 42.2% of the respondents agreed and strongly agreed that they will buy
SMS product introduced to them while 29.3 disagreed and strongly disagreed to that statement.
The table also reveal that 63.3% of the respondents agreed and strongly agreed that they are
interested in buying SMS product that meets their needs, 53.7% of the respondents agreed and
strongly agreed that they have downloaded ringing tunes on their phones after receiving an SMS
advert, 70% of the respondents agreed and strongly agreed that they are currently using their
phones to receive information that they need while 51.6% of the respondents agreed and strongly
agreed that they have had occasions to vote in a TV show using SMS.
Findings from these table indicates that sampled respondents have intention to purchase and are
purchasing products that are relevant to them and that meet their personal need through their
mobile device.
176
Responses
Strongly
disagree
Disagree
Undecided
Agree
Strongly
agree
Total
100%
(n=1020)
Source: Field Survey 2013.
20.3
25.7
35.6
11.3
100%
(n=1020)
Regular
purchase of
SMS product
with timely
information
3.4
19.0
27.0
36.8
11.6
14.5
20.1
49.0
12.9
100%
(n=1020)
100%
(n=1020)
8.7
4.7
12.9
21.2
47.8
13.8
17.6
14.8
46.9
12.0
12.2
18.1
51.2
13.8
100%
(n=1020)
100%
(n=1020)
100%
(n=1020)
Table 4.17 indicates that 56.5% of the respondents agreed and strongly agreed that SMS builds
relationship between a brand and the customer. Also, the table reveals that 61.9% of the
respondents agreed and strongly agreed that they will continually buy mobile marketing product
that gives timely information that meets their need and 61.6% of the respondents agreed and
strongly agreed that they will recommend to their friends marketing messages that gives sales
information about their product. Respondents responses from the table also show that 65% of the
respondents agreed and strongly agreed that they will continue to use SMS product that they like.
These findings indicate that sampled respondents will and are loyal only to brands of products
that meet their needs, provide information and the brand of product that they like.
4.2.6.9 Analysis of Data on Attitude towards Mobile Marketing Marketing
Sampled respondents were asked questions relating to their attitude towards marketing on mobile
devices. Details of their responses are shown in the table below.
Table 4.18 Percentage Distribution of Responses to Consumer Attitude to Mobile Marketing
Responses
Strongly
disagree
Disagree
Undecided
Agree
Strongly agree
Total
SMS of
product is
disturbing
6.7
26.3
15.9
17.6
13.7
39.3
52.9
10.1
14.2
100%
100%
(n=1020)
(n=1020)
Source: Field Survey 2013.
26.1
21.7
37.0
10.8
100%
(n=1020)
177
26.7
21.0
36.9
8.8
100%
(n=1020)
20.3
24.6
38.8
11.3
100%
(n=1020)
I enjoy partici
pating in SMS
voting
8.7
22.7
20.6
38.7
9.2
100%
(n=1020)
SMS
adverts is
useful
3.2
10.7
18.8
54.2
13.0
100%
(n=1020)
Table 4.18 indicates that 49.4% of the respondents agreed and strongly agreed that SMS of
product is disturbing while 47.8% agreed and strongly agreed that SMS of product is confusing
and 48.7% of the respondents agreed and strongly agreed that SMS of product is misleading. The
table also show that over 60% of the respondents agreed and strongly agreed that SMS of
product is informative, interesting and that they find mobile advertising messages useful.
Findings from this table reveals that sampled respondents have a positive and favourable attitude
towards receiving and responding to marketing messages that meet their needs.
4.2.6.10 Analysis of Data on Factors Influencing Attitude towards Mobile Marketing
Sampled respondents were asked questions relating to factors that influence their attitude
towards mobile marketing. Questions relating to consumers innovativeness constitute the first
part of this section. Details of their responses are shown in the table below.
Table 4.19 Percentage Distribution of Responses to Innovative Factor
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
Table 4.19 shows that 42.8%, 64.5% and 76.6% of the respondents agreed and strongly agreed
that they like to experiment and learn fast on how to mobile services. Findings from this table
reveal that sampled respondents are innovative with the use of mobile services.
Respondents were also asked questions relating with their existing knowledge of mobile
technology. Details of their responses are shown in the table below.
Table 4.20 Percentage Distribution of Responses to Existing Knowledge of Mobile Technology
(EK) Factor
knowledge about
mobile communication.
6.7
27.5
23.0
33.6
9.2
100%
(n=1020)
Source: Field Survey 2013
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
178
Table 4.20 shows that 81.6%, 83.5%, 62.3.6% and 59.7%of the respondents agreed and strongly
agreed that they good knowledge about mobile technology. Findings from this table reveal that
sampled respondents are conversant with mobile phone technology.
Respondents were asked questions relating to their attitude towards advertising in general.
Details of their responses are shown in the table below.
Table 4.21 Percentage Distribution of Responses to Attitude towards Advertising
I like
advertising
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
2.5
9.2
14.5
53.2
20.5
100%
(n=1020)
Source: Field Survey 2013.
Advertising
is useful
2.1
6.6
12.5
55.2
23.6
100%
(n=1020)
I enjoy reading
different
advertisements
3.0
9.7
17.0
51.9
18.3
100%
(n=1020)
I appreciate
Advertisements
1.9
9.8
15.4
54.1
1.8
100%
(n=1020)
Advertising is a good
thing
2.0
6.0
11.7
56.0
24.4
100%
(n=1020)
From table 4.21, 73.7% of the respondents agreed and strongly agreed that they like
advertisement, 78.8% agreed and strongly agreed that advertising is useful, 70.2% of the
respondents agreed and strongly agreed that they enjoy reading advertisements and 70.4% agreed
and strongly agreed that advertising is a good. Findings from this table indicate that sampled
respondents have a positive attitude and are receptive to receiving and using advertisement
messages.
Respondents were also asked questions relating to their privacy and permission to receiving
marketing messages on their phones. Details of their responses are shown in the table below.
Table 4.22 Percentage Distribution of Responses to Privacy and Permission Factor
Service provider
should seek
consent from
mobile phone
Responses
users
Strongly disagree
2.2
Disagree
7.5
Undecided
14.0
Agree
42.8
Strongly agree
33.5
Total
100%
(n=1020)
Source: Field Survey 2013.
179
Marketing
I will give
Messages should permission to
contain opt out SMS messages
option
that are relevant
3.3
11.4
17.5
43.9
23.9
100%
(n=1020)
2.5
10.3
16.5
47.9
22.7
100%
(n=1020)
Table 4.22 show that over 70% of the respondents agreed and strongly agreed that they want
marketing organizations to seek their consent before sending marketing messages to them and
they should be given the opportunity to opt out of receiving marketing messages that are not
relevant to them. Findings from this table reveals that sampled respondents will only be
responsive to marketing messages that seek their permission and consent. And will be willing to
give their consent to receiving marketing messages that are relevant to their need.
Respondents were also asked questions relating to their perceived credibility of the marketing
messages. Details of their responses are shown in the table below.
Table 4.23 Percentage Distribution of Responses to Perceived Credibility Factor
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
Table 4.23 shows that 68% of the respondents agreed and strongly agreed that they like to
receive SMS of product sent by an established brand and 65.2% agreed and strongly agreed that
they like to receive SMS of product/service from companies that I know. Findings from this table
reveals that sampled respondents are more likely to be more responsive to marketing messages of
familiar brands and organizations.
Respondents were asked questions relating to perceived risk associated with mobile marketing.
Details of their responses are shown in the table below.
Table 4.24 Percentage Distribution of Responses to Perceived Risk Factor
Responses
Strongly disagree
Disagree
Undecided
Agree
Strongly agree
Total
180
Table 4.24 shows that 50.4% of the respondents agreed and strongly agreed that they fear their
personal data can be misused when using mobile marketing and 58.7% agreed and strongly
agreed that unwanted messages could come to them when using mobile marketing messages.
Findings from this table indicate that sampled respondents may be reluctant in responding to and
using marketing messages has they stand the risk of intrusion into their personal data.
Respondents were also asked questions relating to their perceived trust in mobile marketing
messages. Details of their responses are shown in the table below.
Table 4.25 Percentage Distribution of Responses to Trust Factor
SMS of products is a
reliable source of
Responses
information
Strongly disagree 3.2
Disagree
10.9
Undecided
21.3
Agree
47.6
Strongly agree
17.0
Total
100%
(n=1020)
Source: Field Survey 2013.
I will welcome SMS Promises made in I will endorse sales SMS marketing is
from firms with
SMS marketing are promotions offers
a believable
good reputation
mostly true
with genuine benefit source of reference
2.5
7.5
4.4
6.0
8.6
21.7
10.6
15.1
15.2
26.3
17.5
22.3
51.0
35.2
53.2
45.4
22.6
9.4
14.3
1.3
100%
100%
100%
100%
(n=1020)
(n=1020)
(n=1020)
(n=1020)
Table 4.25 shows that 64.6% of the respondents agreed and strongly agreed that they see SMS
of product as a reliable source of information while 73.6% agreed and strongly agreed that they
will welcome SMS from organizations with good reputation. Also, the table reveals that 67.5%
of the respondents are willingly to endorse sales promotion offers with genuine benefit and
56.8% agreed and strongly agreed that SMS marketing messages are a believable source of
reference for purchase. Findings from this table indicate that sampled respondents trust mobile
marketing messages as a source of reliable information that facilitates purchase decision.
Respondents were asked questions relating to their perceived value of mobile marketing
messages. Details of their responses are shown in the table below.
Table 4.26 Percentage Distribution of Responses to Perceived value Factor
SMS marketing is a SMS marketing make SMS marketing is a
good source of sales sales information
convenient source of
information
easily accessible
product information
Strongly disagree
3.5
2.8
2.6
Disagree
10.9
11.5
10.0
Undecided
21.0
20.7
17.9
Agree
48.8
50.7
54.0
Strongly agree
15.8
14.3
15.4
Total
100%
100%
100%
(n=1020)
(n=1020)
(n=1020)
Source: Field Survey 2013.
Responses
181
Table 4.26 shows that 64.6% of the respondents agreed and strongly agreed that SMS marketing
is a good source of sales information and 65% of the respondents agreed and strongly agreed
that SMS marketing makes sales information easily accessible. From the table, 69.4% of the
respondents agreed and strongly agreed that SMS marketing serves as a convenient source of
product information and 70.5% agreed and strongly agreed that SMS marketing serves as a
source of getting latest news. Findings from this table indicate that sampled respondents have a
positive value of mobile marketing. Respondent perceived SMS marketing as good source of
timely sales information, convenient source of product information as well as a good source of
getting latest news.
Respondents were asked questions relating to how social norms have influenced their decision to
use mobile marketing. Details of their responses are shown in the table below.
Table 4.27 Percentage Distribution of Responses to Social Norms Factor
Responses
Strongly
disagree
Disagree
Undecided
Agree
Strongly
agree
Total
I look smart to
my colleagues
for using
mobile
marketing
3.2
Most of my
friends think
that SMS
marketing is
useful
3.3
16.0
23.6
41.1
16.1
12.5
21.7
47.8
14.6
100%
(n=1020)
Source: Field Survey 2013.
100%
(n=1020)
My family
I have been
The opinion of I have voted using
members think it involved in SMS my friends
SMS because of my
is a good idea to product compete inform my
friends
respond to SMS tion for my friends decision to use
marketing
SMS marketing
4.9
8.2
7.9
11.6
18.1
27.5
34.9
14.5
26.7
21.7
33.0
10.4
100%
(n=1020)
100%
(n=1020)
23.8
23.0
34.6
10.6
100%
(n=1020)
28.0
14.3
35.6
10.4
100%
(n=1020)
Table 4.27 indicates that over 45% of the respondents agreed and strongly agreed that their
friends and family members inform their decision to use mobile marketing. Respondents strongly
agreed to the statement that I look smart to my colleagues for using mobile marketing and
these statement gained the highest response of 164 (16.1%) compared to other statements
measuring social norm variable. Findings from this table indicate that social interactions of
sampled respondents influence their responsiveness to mobile marketing messages.
Respondents were also asked questions relating to their satisfaction with mobile marketing
services. Details of their responses are shown in the table below.
182
Table 4.28 show that over 50% of the respondents agreed and strongly agreed to the statement.
Findings from this table indicate that sampled respondents are more satisfied with mobile
marketing messages tailored towards their personal need.
4.2.7 Collation and Analysis of Open-ended Questions
Table 4.29 depicts the result of collation of the open-ended question contained in the research
questionnaire of this study on the major challenges faced by organisations engaging in mobile
marketing.
Table 4.29: Respondents View on Challenges faced by Mobile Marketing Practitioners
Statement
Bad network and service failure
Lack of trust
High cost of SMS
Lack of clarity in communication and inadequate information
Language barrier
Lack of identification of customers needs
Deception and lack of credibility
Frequency of SMS
Illiteracy on the part of the consumer
Poor timing of SMS leading to ignorance of the message
Irrelevant and annoying messages
Poor message content
Lack of consumers interest leading to deleting and ignoring the SMS
Poor knowledge on mobile technology usage
Perceived risk of personal data/information usage by fraudsters
Poor Government regulation
Late response/ No feedback/ Indecisiveness
Total
183
Frequency
119
61
30
68
42
15
40
24
52
96
13
24
68
6
13
11
27
Percentage (%)
16.8
8.6
4.2
9.6
6.0
2.0
5.6
3.4
7. 3
13.5
1.8
3.4
9.6
0.8
1.8
1.6
3.8
709
100
Table 4.29 shows that majority of the respondents 119 (16.8) responded that bad network and
service failure was the major challenge in mobile marketing, this was followed by poor timing of
delivering marketing message which constitute 96 (13.5%), lack of interest in the message, Lack
of clarity in communication and inadequate information constitute 68(9.6%). Lack of trust
constitutes 61 (8.6%), language barrier constitute 42(6%), Deception and lack of credibility
constitute 40(5.6%) and high cost of SMS charges constitute 30 (4.2%). Other challenges
identified by respondents are as follows: frequency of marketing messages, irrelevant and
annoying messages, poor message content, poor knowledge of mobile technology usage, risk of
personal data, misuse of information by fraudsters and poor government regulation.
4.2.7.1 Collation and Analysis of Respondents Views on how to Improve the Effectiveness
of Mobile Marketing
Table 4.30 shows the responses of respondents to the question how do you think organizations
using mobile marketing can improve on their services? Out of the total number of 585
responses, provision of more incentive and increase in promotional messages has the highest
point of 137 (18.3%). This was followed by Sending adequate and informative messages on
products/services which constitute 69 (11.8%), increase in interactivity level constitute 58
(9.91%), effective communication by improving advent and message content constitute 55
(9.4%), good network service constitute 47 (8%), short and simple message constitute 39
(6.67%), identification and personalization of SMS to consumers needs constitute 38 (6.55%).
Table 4.30: Respondents Opinion on how Organizations using Mobile Marketing can
Improve on their services
Statement
Provision of more Incentives and increase in promotional messages
Good network service
Reduction in SMS tariff
Right timing of SMS message delivery at receivers convenience
Identification and personalization of SMS to consumers needs
Marketing relevant information on products/service
Short and simple message
Truthful and credible messages
Reduction in frequency of SMS messages
Seeking receivers consent before sending in SMS messages
Sending adequate and informative messages on products/services
Conformity of SMS advert or message to suit consumers literacy level
Increase the level of interactivity
Effective communication by improving advent or message content
Total
Source: Field Survey, 2013.
184
Freq.
107
47
36
20
38
23
39
33
32
10
69
18
58
55
585
Per. (%)
18. 3
8.03
6.15
3.42
6.50
3.93
6.67
5.64
5.47
1.71
11.80
3.08
9.91
9.40
100
The followings also constitute ways in which organizations using mobile marketing can improve
on their services as identified by the respondents: sending truthful and credible messages,
reduction in frequency of messages, reduction in cost of subscribing for the message, sending
relevant information, privacy and security, opt in and opt out option should be included in each
message.
Item
SMS on price discounts
SMS on Free calls
SMS on free
downloads
access
to
Means
3.93
3.98
Standard
Deviation
1.591
1.011
4.02
.993
Total
Mean
3.9732
Total
standard
Deviation
Total
variance
.928
.862
185
Item
Relational SMS on timely
4 product/service information
Relational SMS on up-to date
5 latest news
Relational
SMS
on
6 product/service usage tips
Source: Field Survey 2013.
3.80
Standard
Deviation
.980
3.84
1.073
3.95
.947
Means
Total
Mean
Total
standard
Deviation
3.8608
Total
variance
.779
.607
Table 4.32 reveals that a positive response was obtained for all statements related to relational
variable because the means of statements and total mean are more than the standard mean of 3.0.
The table also shows that the highest mean score was for item (6) with statements: Relational
SMS on product/service usage tips having a mean score of (3.95) and standard deviation
(0.947).
Table 4.33 Descriptive Analysis of Personalization Variable
S/N
Item
SMS
of
product/service
7 relevant to my need
SMS of product/service to
8 which I personally subscribe
SMS of product/service which
9 indicate store location
SMS of Product/service at my
10 convenient time
Freedom to select the form of
11 marketing messages
Source: Field Survey 2013.
Means
4.01
Standard
Deviation
.982
3.91
1.060
3.84
.997
3.67
1.049
3.62
1.079
Total
Mean
Total
standard
Deviation
Total
variance
3.8096
.711
.505
Table 4.33 reveals that a positive response was obtained for all statements related to
personalization variable because the means of statements and total mean are more than the
standard mean of 3.0. This is because respondents are more interested in receiving mobile
marketing messages that are tailored to their needs. The table also shows that the highest mean
score were for item (7) with statements: SMS on product/service relevant to my needs having a
mean score of (4.01) and standard deviation (0.982).
186
Item
SMS involving downloading of
12 items
SMS invitation to vote in a TV
13 Show
SMS invitation to vote in a Radio
14 Show
SMS which allows communication
15 with the advertiser
16 Participating in a text-to-win SMS
Source: Field Survey 2013.
Means
3.56
Standard
Deviation
1.084
3.09
1.191
3.22
1.162
3.46
1.099
3.10
1.236
Total
standard
Deviation
Total
Mean
Total
variance
3.2886
.829
.687
Table 4.34 reveals that a positive response was obtained for all statements related to
personalization variable because the means of statements and total mean are more than the
standard mean of 3.0. The table also shows that the highest mean score was for item (12) with
statements: SMS involving downloading of items having a mean score of (3.56) and standard
deviation (1.084).
Table 4.35 Descriptive Analysis of Frequency Variable
S/N
Item
Regular SMS information on
17 price discounts
Regular SMS information on
18 new product/service
Regular SMS on invitation to
19 vote in a TV show
Regular
SMS
on
20 product/service usage tips
Source: Field Survey 2013.
Means
3.23
Standard
Deviation
1.135
3.38
1.116
3.06
1.172
3.35
1.092
Total
Mean
Total
standard
Deviation
Total
variance
3.2569
.828
.685
Table 4.35 reveals that a positive response was obtained for all statements related to
personalization variable because the means of statements and total mean are more than the
standard mean of 3.0. The table also shows that the highest mean score was for item (18) with
statements: Regular SMS on new product/service having a mean score of (3.38) and standard
deviation (1.116), followed by item (20) with statement Regular SMS on product/service usage
tips having a mean score of (3.35) and standard deviation (1.092). This indicates that sampled
respondents are receptive to receiving mobile marketing messages that will educate and facilitate
their purchase decision.
187
Means
3.54
3.49
3.55
3.62
3.51
Standard
Deviation
1.035
1.056
1.065
1.076
1.065
Total
Mean
3.5431
Total
standard
Deviation
Total
variance
.765
.585
Table 4.36 reveals that a positive response was obtained for all statements related to awareness
variable because the means of statements and total mean are more than the standard mean of 3.0.
The table also shows that the mean scores of the four items are within the same range of (3.54,
3.49, 3.55, 3.62 and 3.51), this is because sampled respondents sees mobile marketing as a good
medium of creating awareness about the marketing activities of a product/service. The reveals
that highest mean score was for item (4) with statements: Knowledge about product/service
having a mean score of (3.62) and standard deviation (1.076).
Table 4.37 Descriptive Analysis of purchase intention and Actual purchase
S/N
6
7
8
9
10
11
12
13
Item
Intention to buy product/service
Interest in buying product that meet my
need
Subscribe to receiving latest news
Respond to text message promotion
Use of SMS Marketing Messages
Downloaded ringing tunes
Have had Occasions to vote in a TV
show
Currently using my phone to receive
product Information that I need
Participate in promotional programme
14
15 Actual purchase of product/service
Source: Field Survey 2013.
Means
3.16
3.53
Standard
Deviation
1.069
.992
3.27
3.23
3.25
3.24
3.19
1.129
1.117
1.140
1.192
1.187
3.65
1.063
3.16
1.202
3.14
1.159
188
Total
Mean
Total
standard
Deviation
Total
variance
3.2835
.720
.517
Table 4.37 reveals that a positive response was obtained for all statements related to purchase
intention and actual purchase because the means of statements and total mean are more than the
standard mean of 3.0. The table also reveals that highest mean score was for item (13) with
statements: Currently using my phone to receive product information that I need having a
mean score of (3.65) and standard deviation (1.063).
Table 4.38 Descriptive Analysis of Loyalty Variable
S/N
16
17
Item
Text-to-win SMS builds relationship
Continuity in voting in a TV Show
Continuity in buying product that sends
18 information on promotional offers
Continuity in purchase of Product that
19 sends timely information
Recommendation of Product/service to
my friends that provides sales
20 information
I will forward SMS of Product that I like
21 to my friends
I will continue to use Product SMS that
22 I like
Source: Field Survey 2013.
Means
3.38
3.24
3.30
Standard
Deviation
1.130
1.114
1.078
3.54
1.002
3.54
1.019
3.36
1.160
3.57
1.024
Total
Mean
3.4163
Total
standard
Deviation
Total
variance
.715
.511
Table 4.38 reveals that a positive response was obtained for all statements related to purchase
loyalty variable because the means of statements and total mean are more than the standard mean
of 3.0. This indicates that sampled respondents will be loyal to brands that they like and the ones
that send them timely product/service information. The table also reveals that highest mean score
was for item (19 and 20) with statements: Continuity in purchase of product that sends timely
information and Recommendation of product/service to my friends that provides sales
information having a mean score of (3.54), and standard deviation (1.002 and 1.019).
4.2.8.3 Descriptive Analysis of Mean scores of Factors Influencing Consumer Attitude
towards Mobile Marketing
The mean scores and standard deviation were obtained from each of the questions linked to
section E of the questionnaire. This section presents the findings of various factors (consumerbased factors, innovation based factor) that influence consumer attitude towards mobile
marketing. Analysis of the mean score and standard deviation of these variables is shown in the
table below.
189
Item
Among my friends, I am usually the
1 first to try out a new product
I like to experiment with new
2 technology
I learn fast on how to use a new
3 mobile phone service
Source: Field Survey 2013
Means
3.11
Standard
Deviation
1.130
3.57
1.114
3.83
1.078
Total
Mean
3.5039
Total
standard
Deviation
Total
variance
.800
.635
Table 4.39 reveals that a positive response was obtained for all statements related to
innovativeness because the means of statements and total mean are more than the standard mean
of 3.0. The table also reveals that highest mean score was for item (3) with statements: I learn
fast on how to use a new mobile phone service having a mean score of (3.83), and standard
deviation (1.078).
Table 4.40 Descriptive Analysis for Existing knowledge of Mobile Technology
S/N
8
Item
Good knowledge about mobile communication
Ease to use mobile phone services
Means
3.94
4.00
Standard
Deviatio
n
1.002
1.019
3.61
1.160
3.56
1.024
Total
Mean
Total
standard
Deviation
Total
variance
3.7782
.740
.546
Table 4.40 reveals that a positive response was obtained for all statements related to Existing
knowledge of Mobile Technology as the means of statements and total mean are more than the
standard mean of 3.0. The table also reveals that highest mean score was for item (9) with
statements: Ease to use mobile phone services having a mean score of (4.00), and standard
deviation (1.091).
Table 4.41 Descriptive Analysis for Attitude towards advertising
S/N Item
8 I like advertisement
9 Advertising promotes latest product
10 I enjoy reading different advertisement
11 I appreciates advertising
12 Advertising is a good thing
Source: Field Survey 2013
Means
3.80
3.92
3.73
3.78
3.95
Standard
Deviation
.953
.897
.971
.925
.880
190
Total
Mean
Total
standard
Deviation
3.8351
.700
Total
variance
.483
Table 4.41 reveals that a positive response was obtained for all statements related to attitude
towards advertising as the means of statements and total mean are more than the standard mean of
3.0. The table also shows that there is a slight difference between the mean scores of the four
items (3.80, 3.92, 3.73, 3.78 and 3.95), this is because sampled respondents hold a positive
attitude towards advertising. The table also reveals that highest mean score was for item (12)
with statements: Advertising is a good thing having a mean score of (3.95), and standard
deviation (0.880).
Table 4.42 Descriptive Analysis for Privacy and Permission
S/N
13
14
15
16
17
Item
My mobile service provider should seek
my consent before giving my details to a
third party
It is important for me that I can easily
stop receiving SMS messages when I
choose to
I count it important that I can choose the
exact time to receive SMS messages on
product/service
Companies should see my permission
before sending me SMS messages on
their product
I like to receive SMS of product which
reveal how I can stop receiving further
messages
Means
3.98
Standard
Deviation
.984
3.84
1.006
3.63
1.051
3.61
1.138
3.74
1.049
3.78
.993
Total
Mean
Total
standard
Deviation
Total
variance
.801
.484
3.7619
Table 4.42 reveals that a positive response was obtained for all statements related to consumer
privacy and permission as the means of statements and total mean are more than the standard
mean of 3.0. The table also shows that there is only a slight difference between the mean scores
of the six items (3.98, 3.84, 3.63, 3.61, 3.74 and 3.78), this is because sampled respondents
agrees to the statements on privacy and permission factor. . The table also reveals that highest
mean score was for item (13) with statements: My mobile service provider should seek my
consent before giving my details to a third party having a mean score of (3.98), and standard
deviation (0.984).
191
Item
I like to receive SMS adverts of product
19 sent by an established brand
I like to receive SMS adverts of product
20 from companies that I now
Source: Field Survey 2013
Means
3.69
Standard
Deviation
.962
3.62
1.049
Total
Mean
3.6569
Total
standard
Deviation
.808
Total
variance
.653
Table 4.43 reveals that a positive response was obtained for all statements related to credibility
as the means of statements and total mean are more than the standard mean of 3.0. The table also
shows that there is only a slight difference between the mean scores of the two items (3.69 and
3.62), this is because sampled respondents agreed to the statements on credibility factor. The
table also reveals that highest mean score was for item (20) with statements: I like to receive
SMS adverts of product sent by an established brand having a mean score of (3.69), and
standard deviation (0.962).
Table 4.44 Descriptive Analysis for Perceived Risk
S/N Item
21 Fear of personal data being misused
22 Unwanted messages could come to me
Source: Field Survey 2013
Mean
2.71
2.60
Standard
Deviation
1.146
1.165
Total
Mean
2.6574
Total
standard
Deviation
.970
Total
variance
.942
Table 4.44 reveals that negative response was obtained for all statements related to perceived
risk factor as the means of statements and total mean are less than the standard mean of 3.0. This
is because sampled respondents disagreed to the statement relating to perceived risk.
Table 4.45 Descriptive Analysis for Trust
S/N
Item
I see SMS based adverts as reliable sources of
23 information
I will welcome product/service SMS from
24 reputable organisations
Promises made in SMS marketing messages
25 are mostly true
I will endorse sales promotion offers of
26 genuine benefit
I find SMS marketing messages as believable
27 sources of reference for purchase
Source: Field Survey 2013
Mean
3.64
Standard
Deviation
.991
3.83
.961
3.17
1.102
3.62
.999
3.41
1.063
Total
Mean
Total
standard
Deviation
3.5351
.708
192
Total
variance
.493
Table 4.45 reveals that a positive response was obtained for all statements related to trust as the
means of statements and total mean are more than the standard mean of 3.0. The table also
reveals that highest mean score was for item (24) with statements: I will welcome
product/service SMS from reputable organisation having a mean score of (3.83), and standard
deviation (0.961).
Table 4.46 Descriptive Analysis for Perceived Value
S/N
Item
SMS marketing messages is a good source of
28
up-to-date information
SMS marketing messages makes sales
29
information accessible
SMS marketing messages is a convenient
30
source of product/service information
I see SMS marketing messages as a good
source of getting latest news
31
Source: Field Survey 2013
Means
3.62
Standard
Deviation
.990
3.62
.960
3.70
.938
3.70
.965
Total
Mean
Total
standard
Deviation
Total
variance
.750
.561
3.6600
Table 4.46 reveals that a positive response was obtained for all statements related to perceived
value as the means of statements and total mean are more than the standard mean of 3.0. The
table also shows that there is only a slight difference between the mean scores of the items and
there is similarities in the mean scores (3.62 and 3.70), this is because sampled respondents
agreed to the statements on perceived value. The table also reveals that highest mean score was
for two items (30 and 31) with statements: SMS marketing messages is a convenient source of
product/service information and I see SMS marketing messages as a good source of getting
latest news having a mean score of (3.70), and standard deviation (0.938 and 0.965).
Table 4.47 Descriptive Analysis for Social Norms
S/N
Item
I look smart to my colleagues because I use mobile
32 marketing services
33 Most of my friends think that SMS advertising is useful
My family members thin it is a good idea to respond to
34 SMS marketing messages
Because of my friends, I have been involved in SMS
35 product competition
The opinion of my friends inform my decision to use
36 SMS marketing messages
37 Because of my friends, I have voted in a TV show
Source: Field Survey 2013
193
Mean
3.51
Standard
Deviation
1.042
3.58
3.36
.994
1.086
3.11
1.154
3.16
1.141
3.05
1.232
Total
Mean
Total
standard
Deviation
Total
variance
.830
.690
3.2946
Table 4.47 reveals that a positive response was obtained for all statements related to social norms
as the means of statements and total mean are more than the standard mean of 3.0. The table also
shows that there is a slight difference between the mean scores of the six items (3.51 3.58, 3.36,
3.11, 3.16 and 3.05), this is because sampled respondents agreed to the statements on social
norms.
4.2.8.4 Descriptive Analysis of Mean scores for Consumer Attitude towards Marketing
Messages
In Section D of the questionnaire, questions relating to consumer attitude towards mobile
marketing was asked from Q23-33. Details of sampled responses are shown in the table below
Table 4.48 Descriptive Analysis for Consumer Attitude towards Mobile Marketing
Item
SMS adverts of
Product/ Service
is
disturbing
SMS adverts of Product/ Service informative
SMS adverts of Product/ Service confusing
Mean
2.80
Standard
Deviation
1.135
3.59
2.77
1.019
1.090
2.85
3.31
3.24
3.37
1.111
1.071
1.079
1.061
3.17
1.142
3.50
1.039
3.63
3.68
.950
.996
S/N
23
24
25
26
27
28
Total
Mean
3.2649
Total
standard
Deviation
Total
variance
.532
.283
Table 4.2.48 reveals that a positive response was obtained for statements related to consumer
attitude as the mean of statements and total mean are more than the standard mean of 3.0. The
table also shows that three items (23, 25 and 26) have mean scores less than 3.0 (2.80, 2.77 and
2.85,) this is because these are negative statement and sampled respondents disagreed with these
194
statements. The table also reveals that highest mean score was item (33) with statements: I am
happy to receive SMS marketing messages that are relevant to me having a mean score of
(3.68), followed by item (32) with statement Mobile advertising messages is useful having a a
mean score of (3.63).
Purchase
Messages
Promotional
Relational
Behaviour
H3
Intention
H1
Consumer
Attitude
H2
Personalization
Actual
Purchase
Satisfaction
Interactivity
H4
Loyalty
Frequency
195
Recommended
Criteria
Measured
Value
CMIN/DF
Goodness-of-fit index (GFI)
Adjusted goodness-of-fit index (AGFI)
Normed fit index (NFI)
Tucker Lewis index (TLI)
Comparative Fit Index (CFI)
Root mean square of approximation (RMSEA)
Source: Field Survey 2013
<3
>0.90
>0.90
>0.90
>0.95
>0.95
<0.06
3.564
0.960
0.931
0.933
0.924
0.951
0.050
GFI (Goodness of Fit Index) is a measure indicating how well any model is fitted for the overall
data. It also measures the percent of observed covariances explained by the covariances implied
by the model. The GFI should be between 0 and 1 where 1 indicates a perfect fit. The
recommended model fit cutoff value is 0.9 (Gefen, et al., 2000). For this study the GFI is .960,
above the recommended value of >.90.The Adjusted Goodness-of-Fit Index (AGFI) is adjusted
for the degrees of freedom of a model relative to the number of variables, and should be above
0.90 (Chin and Todd, 1995; Segars and Grover, 1993). For this model, the AGFI was 0.931,
above the recommended value of >.90.
NFI (Normed Fit Index) compares the improvement in the minimum discrepancy for the
specified (default) model to the discrepancy for the independence model. A value of the NFI
below 0.90 indicates that the model can be improved. Value between .90 and .95 is acceptable;
above .95 indicates good fit. CFI (Comparative Fit Index) is the difference between the two
models chi-squares divided by the chi-square for the independence model (with a noncentral
chisquare). It ranges from 0 to 1, like the NFI, and .95 (or .9 or higher) indicates good fit. RMR
(Root Mean-Square Residual) is the square root of the average amount that the sample variances
and covariances differ from their estimates. Smaller values are better. Acceptable values are
ranged from 0.05 to 0.08 (Browne and Cudeck, 1993)
CMIN/DF is the ratio of the minimum discrepancy to degrees of freedom. Values should be
close to 1.0 for correct models. The chi-square index is not an appropriate measure to determine
the goodness of fit of the model because it is known that chi-square statistic is sensitive to
sample size and is increased abnormally where the sample size is over 200. As such, the
goodness-of-fit index (GFI), normed fit index (NFI), and comparative fit index (CFI) are more
196
appropriate for assessing model fit here (Bagozzi and Yi 1988; Bearden, Sharma, and Teel
1982).
As shown in Table 4.49, all the model-fit indices exceeded the respective common acceptance
levels suggested by previous research, demonstrating that the measurement model exhibited a
good and satisfactory fit with the data collected. Therefore, we proceeded to evaluate the
psychometric properties of the measurement model in terms of reliability, convergent validity,
and discriminant validity.
4.3.1 Test of Reliability and Validity of Constructs in the Research Model.
The data obtained for each construct in the model was tested for reliability and validity using
confirmatory factor analysis (CFA). Details of the result are shown in the tables below (table
4.3.2ai-iii, table 4.3.2bi-iii and table 4.3.2ci-ii) indicating the reliability, average variance
extracted and factor loadings of constructs in the research model.
Table 4.50ai. Reliability, Average Variance Extracted (AVE) and Correlation Among
Constructs in the Model
Promo
tional
Rela
tional
Persona
lization
Inter
activity
Freq
uency
CA
Inten
tion
Actual
Purchase
CR
AVE
MSV
ASV
CS
Consumer
Satisfaction
(CS)
0.781
0.545
0.362
0.230
0.738
Promotional
0.671
0.505
0.453
0.168
0.337
0.711
Relational
0.641
0.472
0.453
0.200
0.367
0.673
0.687
Personalization
0.669
0.509
0.288
0.167
0.409
0.537
0.536
0.713
Interactivity
0.712
0.453
0.433
0.262
0.480
0.441
0.420
0.472
0.673
Frequency
0.678
0.415
0.352
0.201
0.434
0.220
0.379
0.321
0.466
0.644
Attitude (CA)
0.708
0.546
0.471
0.287
0.602
0.327
0.408
0.356
0.538
0.467
0.671
Intention
0.542
0.474
0.316
0.380
0.519
0.265
0.326
0.292
0.608
0.584
0.611
0.612
Actual Purchase
0.619
0.448
0.316
0.393
0.578
0.300
0.381
0.276
0.576
0.593
0.639
0.347
0.670
Loyalty
0.720
0.462
0.437
0.272
0.520
0.379
0.437
0.384
0.509
0.441
0.658
0.612
0.661
Loy
alty
Consumer
Composite Reliability (CR), Maximum Shared Variance (MSV), Average Shared Variance (ASV), Consumer Attitude (CA),
Consumer Satisfaction (CS)
197
0.680
Table 4.50aii.
CR
AVE
MSV
ASV
EN
EK
PP
AA
PR
TR
PV
EN
0.707
0.448
0.397
0.185
0.669
EK
0.761
0.614
0.177
0.080
0.211
0.784
PP
0.625
0.457
0.077
0.027
0.025
0.256
0.676
AA
0.751
0.502
0.382
0.162
0.436
0.370
0.097
0.709
PR
0.583
0.412
0.058
0.029
-0.158
-0.140
-0.125
-0.125
0.642
TR
0.620
0.450
0.536
0.182
0.448
0.258
0.093
0.618
-0.240
0.671
PV
0.742
0.490
0.536
0.197
0.513
0.305
0.112
0.606
-0.162
0.732
0.700
SN
0.826
0.545
0.397
0.160
0.630
0.197
0.154
0.268
-0.202
0.372
0.416
0.738
IN
0.638
0.471
0.397
0.167
0.602
0.421
0.278
0.346
-0.168
0.265
0.322
0.630
Entertainment
Existing Knowledge
Privacy and Permission
Table 4.51bi.
AA
PR
TR
Attitude to Advertising in
Perceived Risk
Trust
PV
SN
IN
Perceived value
Social norms
Innovativeness
Observed Variable
PO2 Promotional
PO3 Promotional
R1 Relational
R2 Relational
I1 Interactivity
I2 Interactivity
I3 Interactivity
P1 Personalization
P2 Personalization
F1 Frequency
F2 Frequency
F3 Frequency
Source: Field Survey 2013
Factor
Loadings
0.705
0.513
0.522
0.65
0.672
0.614
0.728
0.594
0.815
0.632
0.716
0.576
0.714
0.724
0.563
0.539
0.677
AP 1Actual Purchase
0.669
AP2Actual Purchase
CS1 Satisfaction
CS2 Satisfaction
CS3 Satisfaction
0.670
0.653
0.795
0.759
L1 Loyalty
L2 Loyalty
L3 Loyalty
Source: Field Survey 2013
198
0.619
0.735
0.681
SN
IN
0.686
Factor
Loadings
0.524
0.679
0.649
0.767
0.800
0.612
0.734
0.635
0.751
0.632
0.651
TR1 Trust
TR2 Trust
0.629
0.710
IN 1 Innovativeness
0.618
IN2 Innovativeness
PV1 Perceived value
PV2 Perceived value
PV3 Perceived value
0.748
0.643
0.727
0.726
0.707
0.819
0.763
0.654
Table 4.52ci. Average Variance Extracted (VE) and Squared Multiple Correlations (SMC) of
items in Model
Observed Variable
Promotional 1
Promotional 2
Relational 1
Relational2
Interactivity 1
Interactivity 2
Interactivity 3
Personalization 1
Personalization 2
Frequency 1
Frequency 2
Frequency 3
SMC
0.497
0.513
0.522
0.423
0.451
0.377
0.529
0.353
0.665
0.399
0.513
0.332
AVE
0.505
0.472
0.453
0.509
0.415
Consumer Attitude 1
Consumer Attitude 2
Consumer Attitude 3
Intention 1
Intention 2
Actual Purchase 1
Actual Purchase 2
Satisfaction 1
0.317
0.523
0.509
0.29
0.509
0.448
0.488
0.576
Satisfaction 2
0.632
Satisfaction 3
0.427
Loyalty 1
0.383
Loyalty 2
Loyalty 3
0.541
0.464
0.45
0.374
0.448
0.45
0.462
Table 4.52cii Average Variance Extracted (VE) and Squared Multiple Correlations (SMC) of
Items in Model
Observed Variable
Entertainment 1
Entertainment 2
Entertainment 3
Existing Knowledge 1
Existing Knowledge 2
Privacy and Permission 1
Privacy and Permission 2
Attitude to Advertising 1
Attitude to Advertising 2
Perceived Risk 1
Perceived Risk 2
Trust 1
Trust 2
SMC
0.432
0.350
0.563
0.640
0.588
0.375
0.539
0.403
0.565
0.399
0.424
0.395
0.504
AVE
Innovativeness 1
Innovativeness 2
Perceived value 1
Perceived value 2
Perceived value 3
Social norms 1
Social norms 2
Social norms 3
Social norms 4
Source: Field Survey 2013
0.448
0.614
0.457
0.502
0.412
0.450
199
0.560
0.382
0.413
0.529
0.527
0.500
0.583
0.671
0.427
0.471
0.490
0.545
Validity was evaluated through convergent and discriminant validity. Convergent validity
assumes that the set of indicators uniquely represents the underlying construct. These was
examined by using the composite reliability (CR) and average variance extracted (AVE) from
the measures. The average variance extracted (AVE) was considered to measure the variance of
the indicators of the reflective construct relative to the total amount of variance, including the
variance of the measurement error.
Composite reliability was estimated to evaluate the internal consistency of the model. The
interpretation of the resultant coefficient is similar to that of Cronbachs alpha, except that it
takes into account the actual factor loadings rather than assuming that each item is equally
weighted in the composite load determination. The rule of thumb for a good reliability estimate
is 0.7 or higher, which means that all items consistently represent the same latent construct. But
Hair et al. (2006) also asserted that reliability between 0.6 and 0.7 may be acceptable given that
other indicators of convergent validity (i.e. standardized factor loadings in the measurement
model and AVE) are good, i.e. above 0.50. In this study, some of the composite reliability did
not meet the first rule observation. However, as suggested by Hair et al. (2006) these values were
considered acceptable as they fulfill the other limit of acceptability as shown in Table 4.51bi and
Table 4.51bii.
Convergent validity refers to the principle that the indicators for a given construct should be at
least moderately correlated among themselves. Following Hair et al., (1992) and Steenkamp and
Geyskens (2006) recommendations, factor loadings greater than 0.50 were considered to be very
significant. All the items in the research model as shown in Table 4.3.2b had factor loadings
greater than 0.50. As noted by Hair et al. (2006) average variance extracted (AVE) should be
above 0.05 suggesting adequate convergence while Fornell and Larcker (1981), state that if the
AVE is less than 0.5, the variance due to measurement error is larger than the variance captured
by the construct.
In this study, some latent constructs have their AVE slightly lower than 0.5 as shown in Table
4.50ai and Table 4.50aii. This means that on average these items have more error than variance
explained by the constructs imposed on the respective measures (Hair et al., 2006). As suggested
in the literature, measurement error may be due to psychological factors of the respondents
(Bollen and Long, 1993; Byrne, 2001; Joreskog, 1993; Schumacker and Lomax, 2004) or the
200
items may be measuring other latents besides the hypothesized construct in the study (Kline,
2005; Maruyama, 1998; Tanaka, 1993). As such, attention should be given on other indicators of
construct validity to prove that the items have convergent validity. According to Hair et al.s
(2010), for convergent validity to be assured, the composite reliability (CR) must be greater than
the average variance extracted (CR > AVE). In this study, all the composite reliability of
measurement model exceeds the average variance extracted in Table 4.50ai and Table 4.50aii.
This indicated that all of the items have an acceptable convergent validity in explaining the
constructs.
Discriminant validity was assessed by comparing the value of the average variance extracted
(AVE) and the squared multiple correlations (SMC) between constructs. To assume that all
independent variables were orthogonal of one another, the value of AVE should be greater than a
construct in SMC between the respective variables in order to provide good evidence of
discriminant validity (Hair et al., 2006). As indicated in Table 4.52c, values of AVE between all
constructs were greater than one of the squared correlation values between them. The
discriminant validity was also established between two constructs as the AVE of each one is
higher than the shared variance (Maximum Shared Variance (MSV), and Average Shared
Variance ASV) as shown in Table 4.50ai and Table 4.50aii.
To further establish discriminant validity, the squared root of the AVE (diagonal elements in
Table 4.50ai and Table 4.50aii) was compared with the correlations among constructs (offdiagonal elements in Table 4.50ai and Table 4.50aii) in order to ensure that construct shares
more variance with its measures than the variance it shares with other constructs in the model
(Wiertz and De Ruyter, 2007). Result from the tables show that the squared root of the AVE was
greater than correlations among constructs. Thus, discriminant validity among the variables is
supported.
In summary, constructs in the model demonstrates adequate reliability, convergent validity, and
discriminant validity.
201
Marketing messages was measured with promotional content, relational content, personalization,
interactivity and frequency.
Table 4.53a Regression Weights
Promotional Consumer Attitude
Relational Consumer Attitude
Personalization Consumer Attitude
Interactivity Consumer Attitude
Frequency Consumer Attitude
***Significant at p<0.001 level
Source: Field Survey 2013
Estimate
S.E.
C.R.
.057
.096
.082
.138
.078
.024
.023
.022
.022
.022
2.421
4.141
3.704
6.174
3.455
0.015
***
***
***
***
.080
.136
.117
.199
.108
202
Decision Rule: Reject null hypothesis when P value is less than 0.05 and C.R value is greater
than 1.96.
Figure 4.1 Test of Hypothesis 1
Promotional
Relational
0.136
0.80
0.188
0.117
Consumer
Personalization
0.199
Interactivity
0.108
Frequency
Interpretation of Result: The critical ratio (C.R) for all values is higher than the stipulated
value of 1.96 indicating a significant effect of marketing messages on consumer attitude. The CR
value for all relationship shows a positive effect indicating that there is a significant positive
effect of marketing messages on consumer attitude. The path coefficient table shows the
contribution of each variable to consumer attitude. All variables have positive contribution to
consumer attitude with interactivity and relational content having the highest contribution of .199
and .136. These indicate that a unit increase in interactivity will lead to .199 increase in
consumer attitude towards marketing messages.
major determinant to consumer attitude towards marketing messages. These factors include:
perceived value of the message, entertainment, perceived risk, general attitude towards
advertising, privacy and permission issue and trust.
Decision: Reject the null hypothesis as p-value is less than 0.05 and C.R value is greater than
1.96. Therefore, Marketing messages on mobile devices have a significant positive effect on
consumer attitude.
Implication of Result:
Consumers are particular about the content of marketing messages they receive from
organizations and advertisers. Consumers tend to have a favourable attitude towards personalized
messages because such message satisfies an identified need. It should be worthy to note that
increased personalization of marketing messages will results in a higher relevance of the
message to the individual consumer. Marketing message with interactive content makes it
possible for advertisers to establish a direct link with their potential customers, leading to instant
evaluation and feedback.
Therefore, marketing messages can be considered as a direct and personalized consumer
communication medium for organizations hoping to use the mobile service platform. If
thoroughly personalized, marketing messages may become perceived as valuable information by
consumers as opposed to it being perceived as annoying, bothersome and an interruptive
message.
There is a high tendency for increased personalization to have a positive effect on the message
content relevance, which in turn will positively influence the perceived entertainment,
informativeness and credibility of the marketing message. Given the personal nature of a mobile
device, consumers expect the advertisement to be highly relevant to them (Barwise and Strong,
2002) because the consumer expects that there should be a benefit in receiving marketing
message. As such, personalization is the key to success for organizations for gaining consumers
acceptance using the mobile services platform.
204
Estimate
.252
.254
.381
.321
S.E.
.041
.038
.040
.041
C.R.
6.100
6.606
9.566
7.791
P
***
***
***
***
Estimate
.174
.163
.281
.239
Decision Rule:
Reject null hypothesis when P value is less than 0.05 and C.R value is greater than 1.96.
Figure 4.2 Test of hypothesis 2
Intention
0.174
0.163
Consumer
Actual
Purchase
0.281
Satisfaction
0.239
Source: Field Survey 2013
Loyalty
205
Interpretation of Result: The critical ratio (C.R) for all values is higher than the stipulated
value of 1.96 indicating that there is a significant influence of consumer attitude on Purchase
behaviour (intention with C.R value of 6.100, actual purchase with C.R value of 6.606, consumer
satisfaction with C.R value of 9.566 and on loyalty with C.R value of 7.791). The CR value for
all relationship is also positive indicating a positive significant influence of consumer attitude on
purchase behaviour. The p-value for all is zero which is less than .001. The standardized path
coefficients table indicates that consumer attitude contributes more positively to satisfaction and
loyalty than to intention and actual purchase. These indicate that one unit increment in consumer
attitude will yield .281 increments in satisfaction and .239 incremnts in loyalty.
Decision: Reject the null hypothesis as p-value is less than 0.05 and C.R value is greater than
1.96. Thus, Consumer attitude towards marketing messages have a positive influence on
purchase behaviour.
Estimate
.062
.328
.085
.115
.157
.212
.119
.090
.122
.134
.121
S.E.
.028
.030
.029
.029
.029
.030
.028
.029
.028
.026
.028
206
C.R.
2.252
10.852
2.962
3.979
5.478
6.956
4.242
3.143
4. 306
5.108
4.343
P
.024
***
.003
***
***
***
***
.002
***
***
***
Estimate
.065
.324
.079
.122
.168
.203
.107
.093
.127
.141
.128
Marketing
Messages
.285
Intention
Promotional
.499
Relational
Actual
Purchase
Personalization
. 317
Interactivity
Satisfaction
Frequency
.300
Source: Field Survey 2013
Loyalty
207
Decision Rule:
Reject null hypothesis when P value is less than 0.05 and C.R value is greater than 1.96.
Interpretation of Result: The critical ratio (C.R) for all values is higher than the stipulated
value of 1.96 indicating that there is a significant effect of marketing messages on purchase
behaviour. The CR value for all relationship is also positive indicating a positive significant
effect of marketing messages on purchase behaviour. The p-value for all is less than 0.05. The
standardized regression weight table indicates the contribution of marketing messages to
purchase behaviour. The table shows that one unit increment in interactivity message will lead to
.324 increments in intention, .79 increments in actual purchase, .122 increments in satisfaction
and .168 increments in loyalty. An increment in frequency of marketing messages will lead to
.203 increments in intention, .107 increments in actual purchase, .93 increments in satisfaction
and .127 increments in loyalty. Marketing messages with interactive contents contributes more to
consumers intention to purchase the product. The Squared Multiple Correlation table indicates
that .499(49.9%) variance in actual purchase can be explained by marketing messages
(promotional content, relational content, personalization, interactivity and frequency).
Decision: Reject the null hypothesis as p-value is less than 0.05 and C.R value is greater than
1.96. Therefore, there is a significant positive effect of marketing messages on purchase
behaviour.
208
S.E.
.019
.022
.024
.016
.021
.015
.024
.021
.019
C.R.
.646
.332
2.758
-5.304
2.265
3.641
5.802
14.534
.127
P
.518
.740
.006
***
.024
***
***
***
.899
Estimate
.392
Decision Rule:
Reject null hypothesis when P value is less than 0.05 and C.R value is greater than 1.96.
Interpretation of Result: The critical ratio (C.R) for all factors is higher than the stipulated
value of 1.96 except for innovativeness, existing knowledge and social norms with values less
than 1.96. This Indicates that innovativeness, existing knowledge and social norm does not have
a significant influence on consumer attitude towards marketing messages. The CR value for all
factor influence is positive except that of privacy and permission. These indicate that privacy
and permission has a negative significant influence on attitude towards marketing messages. The
standardized path coefficients table indicates the contribution of each factor to attitude towards
marketing messages. Entertainment factor has the highest contribution of 0.437. This indicates
that one unit increment in perceived entertainment will lead to 0.437 increments in attitude
209
towards marketing messages. The table also shows that privacy and permission has a negative
influence on consumer attitude. This indicates that one unit increment in privacy and permission
factor will lead to -.133 reductions in attitude towards marketing messages. The Squared
Multiple Correlation table indicates that consumer factors cause .392 (39.2%) variance in attitude
towards marketing messages.
Decision:
Reject the null hypothesis as P-value is less than 0.05 and C.R value is above 1.96. Therefore,
there is a significant influence of consumer factors on attitude towards marketing on mobile
devices.
Table 4.57 Summary of Test of Hypotheses Findings
S/N
Hypothesis
2
3
4
Influence
Direction
+
Significance
Findings
Significant
Significant
Significant
Significant
Null Hypothesis
Not supported
Null Hypothesis
Not supported
Null Hypothesis
Not supported
Null Hypothesis
Not supported
message has to the consumer and can therefore be directly linked to the entertainment and
informativeness (Xu, 2007). If the mobile advertising message relevance increases, this message
can offer more entertainment and / or become more informative to the consumer. Personalization
of messages on mobile devices can only be realized if it offers credible and trustworthy
information to the mobile phone users (Peng, 2006).
Findings of this study on the effect of frequency of marketing messages on attitude and purchase
behaviour are consistent with that of Reinartz and Kumar (2003) who found that the number of
mailing efforts of a company is positively related to profitable customer lifetime duration. As
being in touch regularly with customers stimulates a positive relationship effects on customers
brand loyalty irrespective of the platforms of interaction. Findings from Dufrene (2005) also
showed that regular e-mailings have positive effects on brand attitude, purchases and loyalty.
Also, the findings of this study supports that of Anabella et al. (2008) who discovered that
frequency of exposure does not reflect negatively on consumer attitude toward advertising via
mobile devices. However, the findings of this study is contrary to that of Ducoffe (1995) who
states that consumers who are confronted with adverts repeatedly are less informed since they are
already familiar with the content. Haghirian and Madlberger (2003) in their findings states that
excessive messages are associated with negative attitudes towards mobile marketing, with not
more than three marketing messages a day being considered about right, these supports that of
Ducoffe (1995).
The findings of this study on the effect frequency factor to consumer attitude is also consistent
with that of the Indonesian people where most of them do not feel irritated about how many
211
times they receive text message of SMS advertising (Anabella et al., 2008). This is possible
because when people receive SMS regularly, they do not have any objection about receiving
several marketing messages in a day besides their personal SMS. It has also been stated that the
number of marketing messages sent to an individual via a mobile phone is also an important
factor in mobile marketing responsiveness (Carroll et al., 2007; Haghirian and Madlberger, 2005;
Barwise and Strong, 2002).
Findings of this study on the effect of frequency on attitude and purchase behaviour supports that
of Broussard (2000) who found out that repeating marketing messages to consumers might
translate into awareness and learning, which may induce positive attitude towards the
product/service and may result in a favourable purchase action. But this positive effect will
increase up to a certain level until the effects starts to wear out. After this point, repetition of
marketing messages no longer has a positive effect, or the effect will become negative yielding
to an unfavourable attitude and action. Dufrene et al. (2005) also carried out a study on changes
in consumer attitude resulting from participation in a permission (consumer consent to
participate) E-mail campaign. Findings from their study shows that positive effects on email
campaigns on customers brand attitudes diminish over time after the first three messages.
However, the focus of marketing messages is often on the short-term and immediate results and
not on long-term result.
Findings within the context of advertisement on mobile devices revealed that consumers attitude
on mobile advertisement has a significant effect on their intention to participate or to purchase
products and services (Ashraf and Kamal, 2010; Churchill and Iacobucci, 2002; Drossos et al.,
2007; Okazaki, 2004; Radder, Pietersen, Wang and Han, 2010; Rettie, Grandcolas, and Deakins,
2005; Yang, 2007). Some studies (Hoyer and MacInnis, 2004; Schlosser, Shavitt and Kanfer,
1999) in the earlier period revealed a negative effect of consumers attitude towards mobile
advertising on behavioural intention. It was justified that attitude can be negative or positive, and
it is based on the consumers perception (Bauer et al., 2005; Chowdhury, Parvin, Weitenberner
and Becker, 2006). However in some conditions, relationship between attitude and intention can
be different (Nysveen et al., 2005), less stable and can be easily changed (Bauer et al., 2005).
The positive or negative attitude depends on situation or factors that influence the consumer at
212
the point at which they want to perform a particular behaviour (Carroll et al., 2007; Lee, Fiore
and Kim 2006).
Moreover, consumer attitude towards SMS advertising was found to have a positive influence on
consumer acceptance of SMS advertising in Jordan. This conclusion has been confirmed by
many previous studies stating that there is a direct relationship between consumer attitudes and
consumer behaviour within the SMS advertising context (Haghirian and Madlberger, 2005;
Tsang et al., 2004; Xu et al., 2008). This view was further supported by Lee and Juns (2007)
findings that consumer attitudes are directly linked to behavioural intentions for mobile
advertising, such as getting free coupons, calling back, sending text messages, visiting specific
shops, and allowing messages.
This study found that certain factors (perceived value through informativeness , entertainment,
trust, perceived risk, attitude towards advertising, privacy and permission) had significant effect
on attitude. This finding is consistent with the studies of the following authors. (Tsang et al.,
2002; Baur et al. 2005; Haghirian and Madlberger, 2005; Xu et al., 2008; Wong and Tang, 2008a
and 2008b). Entertainment exhibited the strongest effect on attitude among the other factors.
Informativeness was the second salient factor which positively influenced attitude and privacy
and permission had a significant negative effect on attitude. Western studies on traditional
advertising found that entertainment, informativeness were the most salient factors affecting the
perception of advertising (Ducoffe, 1995; Shavitt et al., 1998). The value of entertainment in
advertising lies in its capability to fulfill consumers needs for escapism, diversion, aesthetic
enjoyment, pleasure, fun or emotion release (Ducoffe, 1995).
Innovativenss, existing knowledge of mobile technology and social influence factor did not have
a significant effect on consumer attitude. This finding is contrary to that of Leavitt and Walton in
Bauer et al. (2005) who stated that consumers who are characterized by a high degree of
innovativeness are usually very open to new experiences and tend to make constructive use of
information received. Bauer et al. (2005) in their study found that Innovativeness influences
knowledge about mobile communications positively, information seeker-behaviour construct
determines attitude toward advertising and that knowledge about mobile communications affects
the attitude towards mobile marketing positively. The findings of this study can be explained
from the fact that mobile phone users in Nigeria are yet to fully understand and catch up with the
213
rapid development in mobile technology. As such, they pose little knowledge and are less
innovate in adopting new technology.
Perceived risk showed significant direct effect towards attitude decision. This result was
consistent with Wu and Wangs (2005) findings and they attributed their result to users previous
experience with online services which may imply that consumers are more aware of the
existence of potential risk and have a better understanding of the mobile commerce context. This
result also supports Ulivieris (2004) argument that a consumer goes on doing something that
initially seemed to be risky or dangerous but little by little she/he becomes more confident; it is a
form of basic trust derived from habit and from the decreasing perceived probability of damage.
According to Kim (2008), consumers are often faced with at least some degree of risk or
uncertainty in using mobile technology, however risk is not the only factor consumers are
sensitive to, but relates the perceived benefit that provides consumer with an incentive to use the
mobile technology.
Findings in this study show that
messages, privacy and permission is negatively related to marketing messages. This factor
highlights the importance of permission-based marketing in protecting the credibility of the
mobile phone channel. Permission based marketing ensures that advertisements are sent to only
those consumers that are interested in receiving information from the organization and avoids
targeting those consumers that will perceive the advertisement as being intrusive or irritating.
The significant negative influence of privacy and permission on consumer attitude towards
marketing messages also supports the studies of the following (Barwise and Strong 2002;
Leppniemi et al., 2006; Brown, 2006) in their findings that consumers explicit permission is
essential for a high level of acceptance and satisfaction of mobile marketing and that consumers
generally have a negative attitude to unsolicited mobile advertising messages. The findings of
this study also show that trust was significant in influencing consumers attitude to marketing
messages. This finding is also consistent with the study of Okozaki, Katsura and Nishiyama
(2007) who argued that trust in advertising using the mobile device directly and positively affects
attitudes toward mobile advertising. This findings support the claim of Rogers (2003) stating that
the effects of mobile advertising trust on the attitude toward mobile advertising is both
significant and strong. This is because, the nature of the innovation determines what specific
type of relative advantage is important to the adopters (Rogers, 2003).
214
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.0
Introduction
This chapter contains discussion of findings of the whole research work carried out in this study.
This includes summary of the work, findings both theoretical and empirical findings,
conclusions, policy implication of the findings, recommendations, limitation of the research,
suggestions for further study and contribution to knowledge.
5.1
The objectives of the study were to examine the effect of marketing messages on consumer
attitude, to determine the influence of consumer attitude on purchase behaviour, to evaluate the
significant effect of marketing messages on purchase behaviour and to determine if there exists a
significant influence of consumer factors on attitude towards marketing messages. Apart from
the objectives of the study, chapter one contains the statement of research problem, research
questions, significance of the study, hypotheses, scope and limitation of the study.
In chapter two, substantial literature and theories on consumer behaviour, consumer culture,
marketing communication, mobile service usage, mobile marketing and factors determining
consumer attitude were reviewed.
In chapter three, in order to achieve the stated objectives of this study, the researcher adopted the
survey method and a cross sectional type of research design. The research instruments of the
questionnaire were employed to collect the data required for this study. The questionnaires were
administered to 1200 mobile phone users in Lagos state.
215
Chapter five contains summary of the study, conclusions, recommendations, limitation of the
research work, suggestions for further studies and the contribution to knowledge.
5.2
The research findings of this study were divided into two parts, namely (i) Summary of
theoretical findings. (ii). Summary of empirical findings.
Organisations are constantly looking for ways and means of expanding or maintaining their
market share. Findings from the literature according to Pousttchi (2006) and Barwise and Strong
(2002) reveals that marketing experts consider that the mobile device is an extremely promising
marketing tool to overcome the major challenges of assessing the consumer on time and getting
the attention of consumers than the present mass media.
216
Previous findings in areas of marketing messages revealed that in order to successfully market
products and services via mobile phone, marketers and retailers should gain an insight into
mobile phone users attitudes, perceptions, characteristics, and influencing factors (Tsang et al.,
2004; Barwise and Strong, 2002; Barnes and Scornavacca, 2004; James, 2004; Leppniemi and
Karjaluoto, 2005; Rettie, 2005). Tsang et al. (2004) found that consumers generally have
negative attitude toward mobile marketing messages unless they have specifically consented to
receive the marketing message. The concept of "permission marketing" addresses the widespread
problem of spam in new media communication by demanding the explicit agreement of the
addressee to receiving marketing information. This approach thus recognizes that the majority of
anonymous mass messages are despised by consumers leading them to reject such messages
(Godin, 2001).
Message relevancy has been defined as the degree to which message content are pertinent,
applicable, and related to consumers needs (Lastovicka, 1983). It was noted that relevance is a
key concept in understanding advertisements, and that it is a primary component of all aspects of
human communication. In general, consumers expect marketing messages to be highly relevant
to them as the mobile phone has a personal nature (Barwise and Strong, 2002). Findings from the
literature shows that personalization of marketing message content to end users fields of
interest will have a significant influence on the consumer, as such message will be perceived as a
valuable service (Haghirian, Madlberger and Tanuskova, 2005; Merisavo et al., 2007;
Vatanparast, 2007; Xu et al.,2008). For example, Bauer et al. (2005) found that consumers
developed a positive attitude toward mobile marketing if marketing messages were creatively
designed, interactive and proved a high information value. Personalization of marketing
messages has been found to have a significant positive influence on consumers attitudes in
existing literature.
From the body of works reviewed, fundamental issue is being faced by marketing practitioner on
how to identity factors that influence consumer attitude towards marketing messages on mobile
devices. Several factors have been identified for example Bauer et al. (2005) emphasized that
entertainment value, information value and advertising content communication are some of the
strongest drivers of the acceptance of the mobile phone as a marketing tool. These results are
confirmed by other studies (Brackett and Carr, 2001; Ducoffe, 1996) as well, who carried out a
217
study on attitude towards web advertising. Entertainment has turned out to increase advertising
value in different empirical investigations. For example, Ferrazzi, Chen and Li (2003) found that
entertaining games in combination with sales messages can encourage dialogs with customers
and project product images. Informativeness of the advertising message turns out to be the
second strong influencing factor on consumers perceived advertising value, but shows the
strongest influence on consumers attitude.
The marketing message is perceived as valuable as long as it provides information and thus
creates some benefit for the consumer. At the other end, fear of data misuse and spam were seen
as perceived risk that would have a negative influence. Similarly, a study by Haghirian and
Madlberger (2008) also addressed this effect that certain characteristics may have influence on
consumers attitudes toward mobile marketing. Once again, entertainment and information,
together with credibility, rose to the top as those value-inducing factors that could sway
consumers in favor of marketing messages. On the other hand, trust, frequency of exposure,
perceived risk (data security), privacy and permission has been named as the top factors that
could have the reverse effect. These factors constitutes important variables that need to be
addressed by organizations, advertisers and marketing practitioners in order to give consumers
freedom from doubt (uncertainty) or assurance in responding to marketing messages on mobile
devices.
Fidings from the test of hypothesis one shows that marketing messages (promotional, relational,
personalization, interactivity and frequency) on mobile devices have positive effect on consumer
attitude. Marketing messages was measured by promotional, relational, personalization,
interactivity and frequency of the messages. All these variables showed a positive effect on
218
consumer attitude. Many studies have reported related findings in line with the findings of this
study.
Some studies highlight that perceived interactivity was found to be a strong predictor of attitude
toward mobile advertisement (Xu, 2006). Findings on Relational information of marketing
messages by previous studies conducted by Ramaprasad and Thurwanger (1998); Haghirian and
Madlberger (2005); and Ducoffe (1996) has shown that there are strong and positive
relationships between the level of information and consumers attitude towards advertising. This
findings also corroborates with that of Brackett and Carr (2001) who suggested that marrketing
messages should be a good source of relevant product information. Ducoffe (1996) also reports
that advertisement should supply complete product information and such information about
products should be immediately accessible by the consumers.
A common finding in many studies is that for marketing message to stimulate a positive effect on
consumer attitude, it must include qualitative features like relevance, timeliness, usefulness to
the consumer, information about promotion and prizes (Siau and Shen, 2003; Shavitt, Lowrey
and Haefner 1998; Haghirian and Dickinger 2005; Barwise and Strong 2002). The theme of
relevance has also been identified by others researchers has a major positive influence on
consumer attitude (Heinonen and Strandvik, 2003;Varshney, 2003).
The findings of Xu (2006) revealed that that there is a direct relationship between consumer
attitudes and consumer intentions which supports the findings of this study. The findings of this
study is also in line with that of a multivariate analysis conducted by Tsang et al. (2004) who
disclosed that consumers attitude is significantly correlated with their intention to receive
mobile advertisement. The findings of this study were supported by that of Muk and Babin
(2006) who found out in their study on attitude towards accepting wireless advertisements and
intention to adopt SMS advertisement. Their result revealed that attitude towards accepting
wireless advertisements was a significant predictor on intention to opt-in to SMS advertising.
Many studies on marketing activities carried out via the mobile phone has revealed that the
attitude towards advertisement also played a vital role towards consumers willingness to access
the advertisement (Okazaki, 2004; Bauer et al., 2005; Radder et al., 2010). Findings from
Okazaki (2004) shows that consumer attitude had the highest magnitude of regression weight on
intention. Indicating that consumer attitude is the most determining factor of
behavioural
intention.
loyalty where there exist availability and effectiveness of customer support tools (information,
search process) which facilitates two way communication.
Findings of Jedidi et al. (1999) and Mela et al. (1997)
messages have positive effect on brand loyalty while promotional marketing messages have a
negative effect on brand loyalty in the long run. According to them, price promotional messages
make customers more price sensitive and encourages brand switching. Most studies on frequency
of marketing messages on purchase behaviour have revealed a positive effect of frequency on
purchasing and loyalty (Dufrene 2005; Mersavo and Raulus, 2004). Relevant studies (Mersavi et
al., 2005; Nysveen et al., 2005) on mobile services and mobile advertising messages are found to
have positive effects on consumer brand relationships and long term purchase behaviour which
supports the findings of the study.
privacy and permission factor emphasize the need for organisations to seek consumers consent
and approval before sending in marketing messages. Consumers who consider privacy and see
the mobile phone as a personal item are less likely to attribute a high value and a positive attitude
towards advertising via mobile devices. Findings of this study indicate that social influence did
not significantly influence attitude. This finding is in line with that of Sultan and Rohm (2008)
who carried out a cross-cultural study in the United States and Pakistan. They discovered in
there study that social influence did not significantly affect mobile marketing acceptance in the
two countries. Cultural orientation could be one of the factors leading to the insignificant effect
of social influence on attitude. Hofstede (1980) identified five cultural dimensions which can
explain the human behaviour under different cultures. The dimensions are power distance,
uncertainty avoidance, individualism/collectivism, masculinity/feminity and term orientation.
Among these five dimensions, individualism/collectivism can be instrumental to explaining the
insignificant effect of social norn on attitude. The people in collective culture behave on the basis
on the norms of their groups (Triandis, 2001). This indicates that consumers in individualistic
culture are not easily influenced by social norms.
5. 3
Conclusion
The conclusions of this study are based on the findings from test of hypothesis. The conclusion
of this study provide answers to the stated research question
This study concludes that marketing messages (promotional, relational, personalization,
interactivity and frequency) have a significant positive effect on consumer attitude. Marketing
messages with interactivity content has the most positive effect on consumer attitude. The
findings clearly show that marketing messages with relational content on product information
have a significant positive effect on consumer attitude. Frequency of marketing messages does
not reflect negative effect on consumer attitude. Marketing messages with promotional contents
have a moderate positive effect on consumer attitude. Promotional messages stimulate short term
sales and cannot sustain a positive attitude. This study also concluudes that Personalisation of
marketing messages has a significant positive effect on consumer attitude. Consumers will
perceive relevant marketing message as being a valuable service when tailored towards meeting
their personal need.
222
This study concludes that consumer attitude towards marketing messages have positive influence
on purchase behaviour(intention, actual purchase, satisfaction, and loyalty). A positive attitude
towards marketing messages is more likely to lead to a favourable purchase behaviour. This
study concludes that consumer attitudes are directly linked to behavioural intentions, actual
purchase, satisfaction and loyalty of consumers on the mobile service platform.
This study concludes that there is a significant positive effect of marketing messages
(promotional,
relational,
personalization,
interactivity
and
frequency)
on
purchase
about the advertisements, they would have a more favourable attitude towards receiving and
responding to marketing messages on the mobile phone device. In order to decrease irritation in
marketing messages sent through the mobile phone and increase positive attitude toward it,
messages should be simplified, short and must be straight to the point in order to be more user
friendly. Consumers Privacy must be assured by companies by getting consumers permission in
advance to receive marketing messages in order to improve the relationship and ensure
interactivity with the consumers. In addition, consumer must have an option be able to stop
receiving further messages.
The findings of this study also shows that Perceived value (Informativeness) and entertainment
of marketing messages leads to consumer positive attitude. Based on these findings, mobile
advertising should be informative about new products, changes in products price, and raffles
and discounts. Marketers can improve consumersattitude by strengthening the level of
information and entertainment of their messages. The information provided in the marketing
message should be more relevant to consumers, more trustworthy and more tailor-made for the
individual consumer.
To fully exploit mobile marketing features, firms should focus on the power of the personal
nature of mobile devices that distinguish mobile marketing from other forms of marketing.
Mobile devices should no longer be used as just a channel for advertising. Instead, they should
be seen as a virtual one-to-one marketing channel where marketers engage customers in
personalized relationships. Only information that customers value, or that they deem important,
should be communicated through this medium, in order to ensure that the right customer is
getting the right message at the right moment
Given that there are multiple mobile applications available in the market, firms can leverage on
existing mobile applications in creating applications for their products and services. Firms
should make sure that their mobile marketing campaigns are using the right application for the
right target audience. Different applications have different levels of difficulty of use, and some
applications are more suitable for certain groups of consumers than others. A lack of experience
or knowledge in using an application may prevent customers from responding to the marketing
campaign. Standard applications such as SMS may be the most appropriate for a mass campaign,
225
while a flashy and interactive application could be used in a campaign targeting teenagers to
attract attention and in stimulating their use of such applications.
Mobile marketing strategy and programmes should be planned and implemented with respect to
customer privacy and security concerns in order to achieve the most effective results. Mobile
spam (i.e. unsolicited SMS messages) raises privacy concern related to the utilisation of the
personal and location data used to personalise mobile marketing messages. Consumers may be
reluctant to trust firms using mobile phones as a marketing communication channel because of
the perceived risk regarding the safety of their personal data and privacy. Privacy issues are
particularly sensitive with respect to mobile marketing due to the intimate personal nature of
mobile devices.
In order to overcome perceived risk of personal data and privacy, organizations using mobile
marketing strategy and programmes should be permission-based. The permission should be
specific to mobile devices. Marketing messages should be sent only to mobile phone users who
have given their consent to receive such messages. A method of unsubscribing should be clearly
provided. In other words, mobile marketing campaigns must abide by relevant laws or codes of
conduct. After getting permission to send marketing messages to consumers, companies should
pay attention on when to send this marketing message, untimely messages can create disturbance
and could lead to irritation and annoyance among consumers.
messages. It implies that the permission based marketing ordinance when operated by the
government would improve mobile phone users attitude and intention to receive, read and
respond positively to mobile marketing messages. This ordinance would further facilitate the
development of the use of the mobile media in marketing, advertising and promoting of goods
and serves in Nigeria.
5.5 Recommendations
Based on the findings of this study, the following recommendations are made.
I.
Marketing managers and advertisers should identify their target customers and
understand their demographics characteristics in developing successful mobile marketing
messages, programs and strategies.
II.
III.
Marketers should strive to know how consumers evaluate marketing messages they
receive on their mobile phone. Being able to identify attitude towards receiving and
reading this messages would help marketers to better advertise their products and
services.
IV.
Interactive marketing messages can be used to build customer engagement with a brand
in order to build relationship and sustain customer brand relationship.
V.
VI.
In order to drive consumer acceptance of marketing messages, the risk associated with the
adoption decision of mobile advertising must be minimized. With permission based
marketing, advertisers and organizations can reduce the perceived risk associated with
marketing on mobile devices.
VII.
The relationship between trust of marketing messages and consumer attitudes, suggests
that marketers need to ensure that messages are sent to consumers at a reasonable time
during the day based on consumers preference and specification. Messages should be sent
in suitable amount so as to avoid interruption and disturbance to consumers.
227
VIII.
IX.
X.
Marketing managers and marketers should effectively strategize their mobile marketing
messages by considering the personalization factor.
XI.
Strategic focus of brand communication via mobile devices and digital channels should
be tailored towards creating meaningful brand encounters and deepening consumer-based
relationships not just in seeing additional sales.
XII.
bias. The characteristics of those respondents who were not willing to participate in the survey
may be different from those who participated in this study. The survey was conducted by using
trained research assistants. Some difficulties were encountered in encouraging the sampled
respondents to participate in filling the research instrument. Many of them said that the
questionnaire was too lengthy so they were not willing to participate. Some of them thought it
was annoying and not credible as some companies promoted their businesses through conducting
such research. However, some of them were willing to participate in the survey after the research
assistant had explained that the survey was conducted strictly for academic purpose. Despite the
limitations, the data collection appeared to be appropriate, as it successfully gathered the views
and responses of the target respondents, as sampled respondents were willing to and they did
complete their questionnaires.
This study is based on cross-sectional data that only reveals the net effect of a predictor variable
over a criterion variable at a specific point in time (Cavana et al., 2001). As a result of the
inherent limitation of cross-sectional study, the findings of studies using cross-sectional data may
not be able to explain the reasons behind the observed patterns (Easterby-Smith, Thorpe and
Lowe, 2003). Thus, this research work cannot satisfactorily describe over time what the observed
changes in behavioural pattern will be and the causality of these changes in consumer attitude
towards marketing messages.
Sampled respondents were only selected from public tertiary institutions in Lagos State. The
characteristics and attitude of mobile phone users in private tertiary institutions who were not
part of the survey and which may be different from those in public institutions who participated
in this study. As such, caution should be taken in generalizing the findings of this study across all
and private tertiary institutions in the country.
This study only looked at the marketing messages through one type of mobile device (i.e. mobile
phones) and not through other mobile devices (i.e. PDAs, Palm tops, IPads, Tablets etc). Other
consumers using other types of mobile devices may have a different attitude and exhibit different
purchase behaviour if they had been included in the study. This research work only looked at
mobile phone users in Lagos state. Mobile phone users in other parts of the country might pose
different attitude towards marketing messages as a result of the peculiar contextual and cultural
environment of each state.
229
Further research could be carried out on a longitudinal study to portray the pattern of
changes in consumer attitude as a result of continuance advancement in mobile
technology and modification of marketing strategies. Also, future researchers can
incorporate private tertiary institutions students in their study in order to enhance the
validity and generalization of the research findings.
(vi) More research is needed to analyse the differences between teenagers and young adults,
as well as to examine cross-gender differences. Differences between males and females
in this study was only presented based on respondents views but was not included in the
test of hypothesis.
(vii) Additional research exploring the way in which mobile phones influence the
communication patterns between young people and their parents, and amongst
themselves should be undertaken. The preservation of relationships with the use of
mobile phones is a central theme and should be further explored.
230
(viii) Research can be carried out in assessing consumers attitude towards mobile
applications. This is a viable and emerging mobile technology platform where
organizations can develop mobile application for their products and services.
(ix) Research can be carried out on how factors influencing attitude towards marketing
messages (perceived value, credibility, trust, perceived risk, privacy and permission)
affects purchase behaviour (intention, satisfaction and loyalty).
(x) Promotion is the area in which mobile devices have the most impact, and is therefore
worth revisiting. The marketing communication mix offers a wide range of tools to
reach customers. Each tool has is unique characteristics and is designed for different
purposes. Further research can be carried out on the influence of other areas of the
marketing mix (product, pricing, distribution etc) on the mobile media. This could give
firms the opportunity to expand the use of mobile devices into new marketing areas,
requiring further investigation.
(xi) As technology continues to evolve, new mobile technologies will continuously be
adopted for commercial use. Further research can be carried out in order to assess the
impact of these emerging technologies in the mobile media in order to identify possible
changes in firms marketing strategy.
(xii) As a result of the personal nature of a mobile device, communication through this
channel has a high tendency to invade customer privacy, which could result in a
negative influence on customer perception of the brand being promoted. Future research
could explore the impact of mobile marketing in this regard in greater dimension so that
firms will have the knowledge to prepare themselves and develop strategies to address
such challenges.
(xiii) Further research may address further issues relating to the content of marketing
messages such as proper utilization of pullpush advertising strategy, the interaction
between interactivity, context-awareness and synergy between various media to build a
highly interactive mobile platform. Also, further research may refine the current
understanding of what interactivity is in the mobile communication environment and
how it influences users experiences. A possible approach is to (a) analyze the level of
interactivity, optimization of acquisition and retention efforts of mobile customers (b)
231
analyze the type of interactions enabled in the mobile environment and adjust or develop
principles for specific mobile media contexts.
5.8
Contribution to Knowledge
This study, among others, has contributed to the body of knowledge in consumer behaviour and
marketing in the following ways
(i)
Findings in this study have shown that promotional and relational message content have a
significant positive effect on behavioural intention, actual purchase and loyalty. This
findings has extended the body of knowledge in mobile servise by supporting previous
studies who identified a significant relationship between marketing message content and
consumers purchase behaviour in the traditional media.
(ii)
The marketing messages scale (promotional, relational and frequency) developed by the
researcher can be used for other related research works in Nigeria as well as in other parts
of the world.
(iii)
This study has identified and developed concepts that are important to mobile phone users in
Nigeria relating to marketing messages. Some concepts such as personalization, interactivity,
promotional and relational message content, perceived value of marketing messages, privacy
and perceived risk of mobile services were identified and confirmed as influential factors
affecting attitude towards marketing messages. Consequently, these findings contribute
knowledge to the under-researched area of consumer behaviour and mobile marketing and
they provide insights for other researchers interested in carrying out research in this area in
Nigeria and other parts of the world.
(iv)
This study has provided an understanding of the complex phenomena of adopting new
technology as a medium of marketing communication in an emerging market like Nigeria.
The findings in this study have provided knowledge on the nature, mobile phone usage, usage
pattern and preference density of
Nigerian
mssages. This knowledge has provided insights into conducting or replicating this study in
other parts of the world and can also assist industry practitioners in developing a robust
mobile marketing campaigns.
(v)
This study has also broaden the horizon of knowledge in consumer behaviour literature by
the use of consumer behaviour theories (such as learning theories, Consumer involvement
232
theory) on the mobile media platform. Previous studies in mobile marketing literature has
mainly used the mobile service adoption theories such as theory of reasoned action
(TRA) (Fishbein and Ajzen, 1975), theory of planned behaviour (TPB) (Ajzen, 1991),
Innovation and Diffusion Theory (IDT) (Rogers, 1983) and
technology acceptance
model (TAM) (Davies, 1989). This study has created a platform for other studies in
consumer behaviour and marketing using the mobile phone media to consider the use of
consumer behaviour theories.
(vi)
This study also validated the use of theory of reasoned action (TRA) that was developed
by Fishbein and Ajzen (1975). Findings from this study has shown that there is a
significant positive effect of consumer attitude on behavioural intention and actual
purchase.This findings validate the previous empirical and theoretical findings on the
theory of reasoned action from existing literature.
(vii)
(viii)
The cache of ideas, facts and figures in this study can be used by consultants, Marketers,
Managers and Advertisers for business development, improvement in marketing
comunication strategy and also by Policy makers and the Government in regulating
business activities.
(ix)
This study has opened a new vester of research opportunities for future scholars of
mobile communication, marketing, and consumer behaviour.
233
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Appendix 1
RESEARCH QUESTIONNAIRE
Good day,
I am conducting a doctoral research on Influence of Mobile Marketing on Consumer
Purchase Behaviour. I have the pleasure of inviting you to fill this questionnaire as you have
been selected to participate in the study. Your co-operation in participating in this study will be
highly appreciated.
This study is strictly for research purpose. All information provided will be treated with utmost
confidentiality.
Thank you and God bless.
Akinbode Mosunmola
Doctoral Student.
274
QUESTIONNAIRE
SECTION A:
Demographic Data:
Sex:
Male ( )
Female ( )
Age: 1518 ( ) 1924 ( ) 2534 ( ) 3544 ( )
Educational Qualification: WAEC ( ) B.Sc. ( ) M.Sc. ( ) MBA. ( ) Others(Please specify) ______
Marital Status: Single ( ) Married ( )
Divorced ( )
Widow ( ) Widower ( )
Occupation: Student ( ) Employer ( )
Employee ( )
Business Owner ( )
7. Student Status: Undergraduate Full time ( ) Undergraduate Part time ( ) Postgraduate
Full time ( ) Postgraduate Part time ( )
8. Job Position: Managerial ( ) Supervisory ( ) Clerical ( ) Others (Please specify) _______
1.
2.
3.
4.
5.
SECTION B:
1. Please Indicate your type of Mobile phone Usage and usage pattern by ticking () where
applicable
Phone Usage
Voice calls
SMS
MMS
Videos
Games
Music
News
Breaking news
Sports
Face book
Twitter
Mobile Web browsing
Mobile chatting
Mobile e-mail
2. Please indicate how frequently you receive the following mobile marketing messages on your
phone
Once a
Month
Product/service information
Promotional Messages (text-2-win)
Free: SMS, call credit, internet services
Entertainment (jokes, games, Chat)
Information (weather, job Vacancy, traffic flow)
Invitation for voting in a TV show
Invitation for voting in a TV contest/game
275
Once a
Week
Several times a
Week (please
indicate)
Once a
Month
Once a
Week
Several times a
Week (please
indicate)
Music downloads
Caller/Ring tunes download
Breaking news
Sports
Inspirational (Quotes, devotional)
Lifestyle (Health/fitness, fashion, love tips)
Others(Please specify) ___________________
______________________________________
3. What do you do when you receive SMS adverts of product/service? Please tick () where
applicable
1. Ignore it completely
( )
2. Read it occasionally
( )
3. Read it immediately
( )
4. Read it when I have the time
( )
5. Read and use
( )
6. Read and accept
( )
7. Read and Reject
( )
8. Read and Ignore
( )
9. Delete it immediately
( )
4.
Please indicate how often you will like to receive the following mobile marketing messages
on your phone.
Frequency
Daily
Once
Weekly
Product/service information
Promotional Messages (text-2-win)
Free: coupons, gifts, call credit, internet services
Entertainment (jokes, games, Chat)
Information (weather, job Vacancy, traffic flow)
Invitation for voting in a TV show
Invitation for voting in a TV contest, games
Music/ downloads
Caller/Ring tune downloads
Breaking news
Sports
inspirational (Quotes, devotional)
Lifestyle (Health/fitness, fashion, love tips)
276
Monthly
Twice Thrice
or more
Promotional
I like to receive SMS of products / services on price discounts
1.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
2.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
3.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Relational Information
SMS provides me timely information about new product/service.
4.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
SMS keeps me up-to-date with latest news in areas that matter to me.
5.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
6.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Personalization
7.
I like to receive SMS adverts of products / service which are relevant to my need
Strongly
Agree
8.
Agree
Undecided
Disagree
Strongly
Disagree
Agree
Undecided
277
Disagree
Strongly
Disagree
9.
I like to receive SMS of product /service which tells me the exact store the product can
be purchased
Strongly
Agree
Agree
Disagree
Strongly
Disagree
10.
Strongly
Agree
11.
Undecided
Agree
Undecided
Disagree
Strongly
Disagree
I enjoy freedom to select the form (SMS, MMS, voice call) of advertising message I receive.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Interactivity
I like to receive SMS adverts which involve downloading of items
12.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
13.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
14.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
I like to receive SMS advert which allows me communicate with the advertiser.
15.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
16.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Frequency
I receive regular SMS information on price discounts of product/service
17.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
18.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
19.
Strongly
Agree
Agree
Undecided
278
Disagree
Strongly
Disagree
20.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
1.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
2.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
3.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
4.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
5.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Intention to Purchase
I will buy a product/service introduced to me in an SMS advert.
6.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
7.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
8.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
9.
.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Actual Purchase
I do use SMS marketing messages to get information that I need
10.
Strongly
Agree
Agree
Undecided
279
Disagree
Strongly
Disagree
11.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
I have had occasions to vote through SMS for my favorite contestant in a TV show
12.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
13.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
14.
advert
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
15.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Loyalty
Text-to-win SMS builds relationship between the brand and the customer.
16.
Strongly
Agree
Agree
Disagree
Strongly
Disagree
17.
Strongly
Agree
18.
Undecided
Agree
Undecided
Disagree
Strongly
Disagree
Agree
Undecided
Disagree
Strongly
Disagree
I will regularly buy product/service that gives me timely information that I need.
19.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
20.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
21.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
22.
Strongly agree
Agree
Undecided
280
Disagree
Strongly
Disagree
Consumer Attitude
To me SMS adverts of product/services are disturbing
23.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
24.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
25.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
26.
Strongly
Agree
Agree
Disagree
Undecided
Strongly
Disagree
27.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
28.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
29.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
1.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
2.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
3.
Strongly
Agree
Agree
Undecided
281
4.
Strongly
Agree
Undecided
Disagree
Strongly
Disagree
5.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
6.
Strongly
Agree
7.
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Within my circle of friends, I am quick to know about the latest mobile phone
applications
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
8.
Strongly
Agree
Agree
Undecided
9.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
10.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
11.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
12.
Strongly
Agree
Agree
Undecided
Agree
Undecided
282
Disagree
Strongly
Disagree
14.
It is important for me that I can easily stop receiving SMS messages when I choose to.
Strongly
Agree
Agree
15.
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Undecided
Disagree
Strongly
Disagree
I like to receive SMS adverts of products / services which reveal how I can stop receiving
further messages.
Strongly
Agree
18.
Strongly
Disagree
17.
Disagree
I count it important that I can choose the exact time to receive SMS marketing messages
Strongly
Agree
16.
Undecided
Agree
Undecided
Disagree
Strongly
Disagree
I will give my permission to receive SMS marketing messages that are relevant to me
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Credibility
I like to receive SMS adverts of product/ service sent by an established brand
19.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
I like to receive SMS adverts of product/ service from companies that I know
20.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Perceived Risk
I fear my personal data can be misused when using mobile marketing services
21.
Strongly
Agree
22.
Agree
Undecided
Disagree
Strongly
Disagree
Agree
Undecided
Disagree
Strongly
Disagree
Trust
I see SMS based advertisements as reliable sources of information
23.
Strongly
Agree
Agree
Undecided
283
Disagree
Strongly
Disagree
24.
I will welcome SMS adverts of product/service from organizations that have good
reputation
Strongly
Agree
25.
Agree
Disagree
Strongly
Disagree
Agree
Undecided
Disagree
Strongly
Disagree
I will endorse SMS sales promotion offers that are of genuine benefit
26.
Strongly
Agree
27.
Undecided
Agree
Undecided
Disagree
Strongly
Disagree
Agree
Undecided
Disagree
Strongly
Disagree
Perceived Value
I find SMS marketing messages as a good source of up-to-date sales information
28.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
29.
accessible.
Strongly
Agree
30.
Agree
Undecided
Disagree
Strongly
Disagree
Agree
Undecided
Disagree
Strongly
Disagree
31.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Entertainment
I find SMS messages of product/services entertaining.
30.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
31.
Strongly
Agree
Agree
Undecided
284
Disagree
Strongly
Disagree
32.
Agree
Undecided
Disagree
Strongly
Disagree
33.
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Social Norms
I look smart to my colleagues because I use mobile marketing services
32.
Strongly
Agree
Strongly
Agree
Strongly
Disagree
Agree
Disagree
Undecided
Strongly
Disagree
Agree
Disagree
Undecided
Strongly
Disagree
35.
Strongly
Agree
36.
Disagree
Undecided
33.
34.
Agree
Agree
Disagree
Undecided
Strongly
Disagree
Agree
Disagree
Undecided
Strongly
Disagree
37.
Strongly
Agree
Agree
Disagree
Undecided
Strongly
Disagree
2.
Undecided
Disagree
Strongly
Disagree
3.
Agree
Undecided
Disagree
Strongly
Disagree
4.
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Agree
Undecided
285
Disagree
Strongly
Disagree
5.
6.
Agree
Undecided
Disagree
Strongly
Disagree
7.
Agree
Undecided
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
8.
Agree
Undecided
Agree
Undecided
Disagree
Strongly
Disagree
Please suggest five other issues advertisers face when interacting with their customers
through Mobile phone
1.
..
2.
3.
4.
5 . ..
2.
Please indicate five ways you think organisations using mobile marketing can improve on
their services.
1. ..
2.
....
3.
4.
5 . ..
286
Appendix II
Table 7a: Reliability Analysis and Inter-item Correlation of Questionnaire Items
Inter-
Item
Correlatio
n
Item -toDimensions/Items
Marketing Messages
No. of Cronbach
Items Alpha
Promotional Content
.622
Mini
Mean mum
.398
.291
.397
.539
.443
3
Relational Content
.673
.470
.105
.722
.444
.497
.558
.480
.423
.764
Frequency
.36
4
.523
.501
.439
Personalization
Interactivity
.408
.413
.605
.581
.514
.552
.713
.485
.563
.467
.486
287
152
No. of Cronbach
Items Alpha
3
.645
.791
Mean
.379
.789
.427
.455
.571
.557
.574
.535
.502
.663
. 332
.234
.45
8
.214
.328
.455
.481
.524
288
No. of Cronbach
Items Alpha
Innovativeness (IN)
.688
.787
.580
.581
.660
.577
.807
.544
.603
.627
.638
.550
289
Mini
Mean mum
.40
.2
2
55
Item -toTotal
Maxi Range Correlatio
mum
n
.48
.23
8
4
.423
.597
.430
.754
.432
.499
.547
.494
.518
.472
No. of Cronbach
Items Alpha
.499
.583
.718
290
.411 .411
.41
1
Range
.000
.000
.410
.532
.501
.782
.570
.592
.602
.585
Maxi
.440
.505
Entertainment
I find SMS messages of product/services entertaining.
Mini
Item -toTotal
Correlati
on
.732
.512
.574
.523
.482
No. of Cronbach
Items Alpha
.810
6
.579
.554
.682
291
Item -toTotal
Mini Maxi Range Correlatio
Mean mum mum
n
.701
.651
.564
.836
.550
.512
.660
.652
.540
.609
.589
Appendix III
Principal Component Analysis of Variables
Principal Component Analysis for Marketing Messages Items
.811
Approx. Chi-Square
3239.563
df
78
Sig.
.000
Communalities
Initial Extraction
1.000
.545
1.000
.544
1.000
.590
1.000
.579
1.000
.772
1.000
.680
1.000
.629
1.000
.637
1.000
.570
1.000
.573
1.000
.575
1.000
.705
1.000
.511
Component
1
2
3
4
5
6
7
8
9
10
11
12
13
Initial Eigenvalues
% of
Total Variance Cumulative %
3.910
30.073
30.073
1.712
13.172
43.245
1.277
9.825
53.071
1.009
7.763
60.834
.811
6.242
67.076
.720
5.542
72.618
.625
4.804
77.422
.572
4.400
81.822
.543
4.178
86.000
.514
3.953
89.952
.486
3.741
93.694
.435
3.345
97.038
.385
2.962
100.000
292
Component
2
3
.675
.688
.745
.709
1
Promotional SMS on Free calls
Promotional SMS on free downloads
Relational SMS on timely product/service information
Relational SMS on up-to date latest news
SMS of product/service to which i personally subscribe
SMS of product/service which indicate store location
SMS invitation to vote in a TV Show
SMS invitation to vote in a Radio Show
SMS which allows communication with the advertiser
Participating in a text-to-win SMS
Regular SMS information on price discounts
Regular SMS information on new product/service
Regular SMS on product/service usage tips
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
.860
.750
.778
.783
.657
.698
.705
.829
.686
293
.861
Approx. Chi-Square
3972.497
df
78
Sig.
.000
Communalities
Awareness of promotional offers
Awareness of new product/service
Knowledge about product/service
Awareness on product/service usage tips
Subcribe to receiving information
Respond to text message promotion
Use of SMS Marketing Messages
Recommendation of P/S to my friends
Forward SMS of P/S to my friends
continuity in Using P/S SMS
CS 3
CS 4
CS 6
Initial
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
Extraction
.631
.629
.552
.554
.629
.756
.639
.560
.670
.700
.693
.754
.556
294
.780
.769
.670
.695
.716
.840
.756
.722
.696
.746
.804
.787
CS 4
.843
CS 6
.691
295
.849
Approx. Chi-Square
7497.599
df
253
Sig.
.000
Communalities
Initial
Extraction
IN1
1.000
.671
IN2
1.000
.682
EK3
1.000
.659
EK4
1.000
.596
AA1
1.000
.556
AA2
1.000
.577
AA3
1.000
.650
AA4
1.000
.645
AA5
1.000
.532
PP3
1.000
.631
PP4
1.000
.678
PP6
1.000
.551
PR1
1.000
.716
PR2
1.000
.692
TR4
1.000
.437
TR5
1.000
.495
PV2
1.000
.540
PV3
1.000
.576
PV4
1.000
.586
SN3
1.000
.607
SN4
1.000
.737
SN5
1.000
.662
SN6
1.000
.544
Extraction Method: Principal
Component Analysis.
296
Initial Eigenvalues
Component
1
Total
5.604
% of
Cumulative
Variance %
Total
24.367
24.367
5.604
% of
Cumulative
Variance %
Total
24.367
24.367
2.868
2.314
10.061
34.428
2.314
10.061
34.428
2.823
2.006
8.723
43.151
2.006
8.723
43.151
2.658
1.594
6.933
50.083
1.594
6.933
50.083
2.446
1.362
5.923
56.006
1.362
5.923
56.006
1.800
1.139
4.952
60.958
1.139
4.952
60.958
1.425
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
.857
.770
.717
.658
.620
.598
.572
.535
.509
.476
.447
.434
.415
.381
.373
.312
.304
3.728
3.348
3.118
2.860
2.696
2.601
2.489
2.328
2.212
2.070
1.942
1.888
1.806
1.657
1.621
1.357
1.320
64.686
68.033
71.151
74.011
76.707
79.308
81.797
84.125
86.337
88.408
90.350
92.238
94.045
95.702
97.323
98.680
100.000
297
% of
Cumulativ
Variance
e%
12.469
12.469
12.273
24.741
11.558
36.299
10.636
46.936
7.826
54.761
6.197
60.958
Component Matrix
Component
3
4
IN1
.516
IN2
.550
EK3
.531
EK4
.540
AA1
.625
AA2
.582
AA3
.614
AA4
.595
AA5
.519
PP3
.612
PP4
.559
PP6
.576
PR1
PR2
TR4
.570
TR5
.555
PV2
PV3
PV4
SN3
.507
SN4
.622
SN5
.559
SN6
.531
Extraction Method: Principal Component Analysis.
a. 6 components extracted.
298
.781
.796
.553
.601
.599
I find SMS
of Product
and services
entertaining
I find SMS of Product and services
entertaining
I find receiving Advertising
messages on my mobile phone
exciting
I find Mobile phone entertainment
services interesting
I find receiving
Advertising
messages on
my mobile
phone exciting
I find Mobile
phone
entertainment
services
interesting
1.000
.544
.304
.544
1.000
.365
.304
.365
1.000
.621
520.572
df
Sig.
3
.000
Communalities
I find SMS of Product and services
entertaining
Initial
1.000
Extraction
.655
1.000
.706
1.000
.457
Initial Eigenvalues
Component
Total
% of Variance
Cumulative %
1.818
60.593
60.593
.731
24.377
84.970
.451
15.030
100.000
299
Total
1.818
% of Variance
60.593
Cumulative %
60.593
Component Matrixa
Component
1
SMS of P/S is entertaining
.810
Advertising messages
.840
exciting
Mobile phone
.676
entertainment interesting
Extraction Method: Principal Component
Analysis.
a. 1 components extracted.
300
Happy to receive
SMS marketing
messages
1.000
.405
.366
.405
1.000
.458
.366
.458
1.000
.658
Approx. Chi-Square
472.129
df
Sig.
.000
Communalities
Initial
I like marketing messages on my
mobile phone.
Mobile advertising messages is
useful
Happy to receive SMS marketing
messages
Extraction
1.000
.558
1.000
.649
1.000
.613
Initial Eigenvalues
Component
Total
% of Variance
Cumulative %
1.820
60.655
60.655
.643
21.443
82.098
.537
17.902
100.000
301
Total
1.820
% of Variance
60.655
Cumulative %
60.655
Component Matrixa
Component
1
I like marketing messages on
.747
my mobile phone.
Mobile advertising messages
.806
is useful
Happy to receive SMS
.783
marketing messages
Extraction Method: Principal Component
Analysis.
a. 1 components extracted.
302
Appendix IV
Measurement and Structural Model for Marketing Messages and Purchase Behaviour
Items
Measurement Model for Marketing Messages and Purchase Behaviour Items
Model Fit Measures: CMIN/DF, 2.830; GFI, 0.951; AGFI, 0.929; NFI, 0.918; TLI, 0.45; CFI, 0.945; RMSEA, 0.042
Item Log. Promotional (Promo), Personalisation (Person), Interactivity (Inter), Frequency (Regular), Consumer
attitude (CA), Intention (Intntn), Actual purchase (ActPur), Consumer satisfaction (CS).
303
Model Fit Measures: CMIN/DF, 1.214; GFI, 0.998; AGFI, 0.987; NFI, 0.996; TLI, 0.997; CFI, 0.999; RMSEA, 0.014
Item Log: Promotional (Promo), Personalisation (Person), Interactivity (Inter), Frequency (Regular), Consumer
attitude (CA), Intention (Intntn), Actual purchase (ActPur), Consumer satisfaction (CS).
304
CA
CA
CA
CA
CA
Intntn
Intntn
Intntn
ActPur
ActPur
ActPur
ActPur
<--<--<--<--<--<--<--<--<--<--<--<---
Promo
Inter
Relatnal
Regular
Person
CA
Regular
Inter
Regular
CA
Relatnal
Inter
Estimate
.080
.199
.136
.108
.117
.174
.203
.324
.107
.163
.041
.079
ActPur
CS
CS
CS
CS
CS
Loyalty
Loyalty
Loyalty
Loyalty
Loyalty
Loyalty
305
<--<--<--<--<--<--<--<--<--<--<--<---
Intntn
CA
Person
Inter
ActPur
Regular
Relatnal
CA
Promo
Regular
Inter
CS
Estimate
.523
.281
.141
.122
.175
.093
.128
.239
.065
.127
.168
.084
Promo
Person
Promo
Regular
Regular
Regular
Inter
Person
Promo
Promo
e4
e4
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
Regular
Inter
Inter
Inter
Person
Relatnal
Relatnal
Relatnal
Person
Relatnal
e1
e2
Promo
Person
Promo
Regular
Regular
Regular
Inter
Person
Promo
Promo
e4
e4
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
Regular
Inter
Inter
Inter
Person
Relatnal
Relatnal
Relatnal
Person
Relatnal
e1
e2
Estimate
.158
.279
.289
.396
.226
.265
.285
.343
.376
.438
.246
.136
Promo
Regular
Person
Inter
Relatnal
e5
e1
e2
e3
e4
307
CA
Intntn
ActPur
CS
Loyalty
Estimate
.188
.285
.499
.317
.300
Relatnal
Inter
Person
Regular
Promo
CA
Intntn
ActPur
CS
Loyalty
Relatnal
.000
.000
.000
.000
.000
.000
.006
.004
.022
.003
Inter
Person
Regular
Promo
CA
Intntn
ActPur
CS
Loyalty
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
-.015
-.028
-.004
.023
.000
.000
.000
.000
.000
.000
.000
.000
.000
-.009
.003
.030
.002
.000
.000
.000
.000
.000
.000
.000
.013
.001
.000
-.004
.000
-.001
.006
.001
308
Appendix V
Measurement and Structural Model for Factors Influencing Consumer Attitude towards
Marketing Messages
Measurement Model for Factors Influencing Consumer Attitude towards Marketing
Messages
Model Fit Measures: CMIN/DF, 2.872; GFI, 0.955; AGFI, 0.935; NFI, 0.921; TLI, 0.47; CFI, 0.947; RMSEA, 0.042
Item Log: Innovateness (IN), Existing Knowledge (EK), Privacy and Permission (PP), Attitude towards Advertising
(AA), Trust (TR), Perceived Value (PV), Social Norm (SN), Entertainment (EN).
309
Structural Model for Factors Influencing Consumer Attitude towards Marketing Messages
Goodness of Fit Measures: GFI, 0.993; AGFI, 0.938; NFI, 0.984; TLI, 0.987; CFI, 0.986; RMSEA, 0.059.
Item Log: Innovateness (IN), Existing Knowledge (EK), Privacy and Permission (PP), Attitude towards Advertising
(AA), Trust (TR), Perceived Value (PV), Social Norm (SN), Entertainment (EN), Consumer attitude (CA).
310
CA
CA
CA
CA
CA
CA
CA
CA
CA
<--<--<--<--<--<--<--<--<---
EN
EK
AA
PP
PR
PV
IN
TR
SN
Estimate
.437
.009
.081
-.133
.089
.179
.019
.063
.004
PR
EN
PP
PV
PV
EK
TR
PP
PR
EN
EN
IN
PV
TR
PP
EK
PP
EK
EN
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
TR
PV
PR
TR
IN
TR
IN
PV
PV
PR
SN
SN
SN
SN
SN
SN
IN
IN
TR
Estimate S.E.
-.075 .024
.244 .022
-.046 .028
.333 .023
.158 .023
.105 .020
.119 .025
.030 .019
-.025 .020
-.016 .022
.393 .029
.376 .030
.243 .024
.199 .027
.069 .027
.108 .023
.133 .026
.213 .023
.217 .024
C.R.
-3.149
11.017
-1.650
14.215
7.019
5.134
4.770
1.629
-1.257
-.725
13.691
12.557
9.995
7.450
2.556
4.730
5.060
9.465
8.849
P Label
.002
***
.099
***
***
***
***
.103
.209
.468
***
***
***
***
.011
***
***
***
***
311
EN
EN
EN
AA
AA
AA
EN
AA
EK
EK
EK
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
PP
EK
IN
TR
PV
SN
AA
IN
PV
PP
AA
PR
EN
PP
PV
PV
EK
TR
PP
PR
EN
EN
IN
PV
TR
PP
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
TR
PV
PR
TR
IN
TR
IN
PV
PV
PR
SN
SN
SN
SN
SN
Estimate
-.088
.368
-.050
.496
.224
.160
.149
.042
-.034
-.019
.475
.427
.329
.238
.077
EK
PP
EK
EN
EN
EN
EN
AA
AA
AA
EN
AA
EK
EK
EK
EN
EK
AA
PP
PR
PV
TR
IN
SN
d1
312
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
<-->
SN
IN
IN
TR
PP
EK
IN
TR
PV
SN
AA
IN
PV
PP
AA
Estimate
.150
.155
.309
.288
-.003
.158
.409
.423
.455
.198
.314
.241
.219
.153
.284