Najlepsze ceny Specjalne oferty dla członków klubu książki PWE Najtańsza dostawa
DOI: 10.33226/1231-7853.2022.3.3
JEL: M31

Determinants of consumer acceptance toward mobile marketing: A comparison between Vietnam and Poland

Determinanty akceptacji marketingu mobilnego przez konsumentów. Analiza porównawcza rynku wietnamskiego i polskiego

Mobile communication technology has penetrated consumer markets around the world. Mobile marketing has the ability to have a certain influence on business activities, consumer behavior, as well as national and global markets. Therefore, it is of considerable value to identify the factors that influence the acceptance of mobile marketing. Based on a literature review and theoretical basis of the TAM model, this paper proposes an extended theoretical model to conduct the analysis. The study was conducted with 784 students in Vietnam and Poland. Structural equation modeling was conducted to determine that factors affecting mobile marketing adoption in Vietnam and Poland. In addition, a comparative test was performed to determine the impact of cultural differences. perceived of usefulness, information value, brand trust were key factors predicting positive attitude and purchase intention among both Vietnamese and Polish. Moreover, the results also found multiple cross-cultural differences — particularly in perceived of usefulness, information value, brand trust and privacy. The study provided some practical and informative insights from user perspectives for enterprises looking to enter the Vietnamese and Polish markets.

Technologia komunikacji mobilnej przeniknęła rynki konsumenckie na całym świecie. Marketing mobilny ma możliwość wywierania określonego wpływu na działalność biznesową, zachowania konsumentów, a także na rynki krajowe i światowe. Dlatego za ważną należy uznać identyfikację czynników, które wpływają na poziom akceptacji marketingu mobilnego. Na podstawie przeglądu literatury i podstaw teoretycznych modelu TAM w niniejszym artykule zaproponowano rozszerzony model teoretyczny w celu jego empirycznej weryfikacji. Badanie przeprowadzono wśród 784 studentów z Wietnamu i Polski. Przeprowadzono modelowanie równań strukturalnych w celu określenia czynników wpływających na akceptację marketingu mobilnego w Wietnamie i Polsce. Ponadto przeprowadzono test porównawczy w celu określenia wpływu różnic kulturowych. Postrzegana użyteczność, wartość informacyjna, zaufanie do marki były kluczowymi czynnikami predykcyjnymi pozytywnego nastawienia i intencji zakupowych zarówno wśród Wietnamczyków, jak i Polaków. Co więcej, wyniki wykazały również wiele różnic międzykulturowych — zwłaszcza w obszarze postrzeganej użyteczności, wartości informacyjnej, zaufania do marki i prywatności. Badanie dostarczyło kilka praktycznych konkluzji z perspektywy użytkownika dla przedsiębiorstw chcących stosować komunikację mobilną na rynku wietnamskim i polskim.

Słowa kluczowe: consumer acceptance; mobile marketing; cross-cultural approach; Vietnam and Poland (akceptacja konsumentów; marketing mobilny; podejście międzykulturowe; Wietnam i Polska)

Bibliografia

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