Article info.

ABSTRACT

Received 05 Oct 2016
Revised 27 Nov 2016

Accepted 31 Oct 2017

In the technology era, mobile marketing, i.e. smartphone, seems to be an effective tool for companies in delivering promotion message to their customers. Besides, business entities are faced with challenges of deciding efficient mobile marketing channels in order to attract more potential customers by demonstrating a positive attitude towards this type of modern-day marketing. Therefore, the purpose of this article is to examine the drivers that influence customers’ attitude towards mobile marketing via various forms such as short message service, multimedia message service, quick response codes, social networks, games, shopping applications in the case of Can Tho city. By employing the methodologies of exploratory factors analysis and regression analysis, the results pointed out that perceived usefulness and perceived enjoyment affect positively customers’ attitude while irritation influences negatively on customers’ attitude. However, the study showed that there is no relationship between demographic factors and attitude towards mobile marketing. Some suggestions for further study in term of investigating a specific group of customers and a particular type of mobile marketing form are also addressed.

Keywords

Customer’s attitude, mobile marketing, perceived enjoyment, perceived usefulness

Cited as: Phuong, H.N. and An, N.T., 2017. Exploring drivers influencing consumers’ attitude towards mobile marketing. Can Tho University Journal of Science. 7: 148-159.