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.

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

Bibliografia

References/Bibliografia/

Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258–274. https://doi.org/10.1108/NBRI-01-2014-0005

Armour, K., & MacDonald, D.(2012). Research methods in physical education and youth sport. Routledge. https://doi.org/10.4324/9780203807170

Aydin, G., & Karamehmet, B. (2017). A comparative study on attitudes towards SMS advertising and mobile application advertising. International Journal of Mobile Communications, 15(5), 514–536. https://doi.org/10.1504/IJMC.2017.086366

Basak, S. K., Wotto, M., & Bélanger, P. (2018). E-learning, M-learning and D-learning: Conceptual definition and comparative analysis. E-Learning and Digital Media, 15(4), 191–216. https://doi.org/10.1177/2042753018785180

Batra, R., Myers, J. G., & Aaker, D. (1996). Advertising management. Prentice Hall, Upper Saddle River, NJ, 5th ed.

Bellman, S., Johnson, E. J., Kobrin, S. J., & Lohse, G. L. (2004). International differences in information privacy concerns: A global survey of consumers. The Information Society, 20, 313–324. https://doi.org/10.1080/01972240490507956

Billore, A., & Sadh, A. (2015). Mobile advertising: A review of the literature. The Marketing Review, 15(2), 161–183. https://doi.org/10.1362/146934715X14373846573586

Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behavior, 86, 109–128. https://doi.org/10.1016/j.chb.2018.04.017

Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206–216.

Datareportal. (2021). Digital Poland 2021. Retrieved from https://datareportal.com/reports/digital-2021-poland. Access in 04/2021.

Datareportal. (2021). Digital Vietnam 2021. Retrieved from https://datareportal.com/reports/digital-2021-vietnam. Access in 04/2021.

David, W., Stewart, D. W., & Pavlou, P. (2002). From consumer response to active consumer: measuring the effectiveness of interactive. Journal of the Academy of Marketing Science, 30(4), 376–396. https://doi.org/10.1177/009207002236912

De Cremer, D. (2015). Understanding trust, in China and the West. Retrieved from https://hbr.org/2015/02/understanding-trust-in-china-and-the-west. Access in 5/2021.

de Mooij, M., & Hofstede, G. (2000). Convergence and divergence in consumer behavior: implications for international retailing. Journal of Retailing, 78, 61–69. https://doi.org/10.1016/S0022-4359(01)00067-7

Detlor, B., Hupfer, M. E., Ruhi, U., & Zhao, L. (2013). Information quality and community municipal portal use. Government Information Quarterly, 30(1), 23–32. https://doi.org/10.1016/j.giq.2012.08.004

Dix, S., Jamieson, K., & Shimul, A. S. (2016). SMS advertising the Hallyu way: drivers, acceptance and intention to receive. Asia Pacific Journal of Marketing and Logistics, 8(2), 366–380. https://doi.org/10.1108/APJML-09-2015-0146

Donga, G., Kadyamatim, A., Zindiye, S., & Chibonda, T. (2018). Consumer acceptance of mobile marketing through mobile phones: A case study of South African University students. Information Technology Journal, 17(1), 1–10. https://doi.org/10.3923/itj.2018.1.10

Featherman, M., & Pavlou, P. (2003). Predicting E-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451–474. https://doi.org/10.1016/S1071-5819(03)00111-3

Fleming, P., Bayliss, A. P., Edwards, S. G., & Seger, C. R. (2021). The role of personal data value, culture and self-construal in online privacy behaviour. PloS one, 16(7), e0253568. https://doi.org/10.1371/journal.pone.0253568.

Gana, M., & Koce, H. (2016). Mobile marketing: The influence of trust and privacy concerns on consumers curchase intention. International Journal of Marketing Studies Archives, 8(2), 121–127. https://doi.org/10.5539/ijms.v8n2p121

Goldsmith, R. E., Lafferty, B.A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54. https://doi.org/10.1080/00913367.2000.10673616

Haghirian, P., Madlberger, M., & Inoue, A. (2008). Mobile advertising in different stages of development: A cross-country comparison of consumer attitudes. Proceedings of the 41st Hawaii International Conference on System Sciences. https://doi.org/10.1109/HICSS.2008.318

Hanh, N. T. H., Hung, D. M., Trinh, V. D. P., Vy, C. T. T., & Y, L. T. N. (2020). Factors affecting the intention to use online shopping apps in Vietnam. Economics-Law and Management, 1(3), 1–10. (Online version). https://doi.org/10.32508/stdjelm.v3i4.582

Hofstede, G. (1980). Culture's consequences: International differences in work-related values. Beverly Hills, London: Sage Publications.

Hofstede, G. (1994). Values survey module 1994 manual. University of Limburg, Maastricht, The Netherlands: Institute for Research on Intercultural Cooperation.

Huang, F., Teo, T., Sánchez-Prieto, J. C., García-Penalvo. F. J., & Olmos-Miguelánez, S. (2019). Cultural values and technology adoption: A model comparison with university teachers from China and Spain. Computers & Education, 133, 69–81. https://doi.org/10.1016/j.compedu.2019.01.012

Huang, R. Y. (2012). The identification, ranking and categorization of mobile marketing success factor. International Journal of Mobile Marketing, 7(2), 86–97.

Janson, A., Hoffmann, A., Hoffmann, H., & Leimeister, J. M. (2013). How customers trust mobile marketing applications. Proceedings of the International Conference on Information Systems. ICIS.

Jung, J-H., Kwon, E., & Kim, D. H. (2020). Mobile payment service usage: U.S. consumers' motivations and intentions. Computers in Human Behavior Reports, 1(2), 1–7. https://doi.org/10.1016/j.chbr.2020.100008

Keith, M. J., Thompson, S. C., Hale, J., Lowry, P. B., & Greer, C. (2013). Information disclosure on mobile devices. Re-examining privacy calculus with actual user behavior. International Journal of Human Computing Studies, 7(12), 1163–1173. https://doi.org/10.1016/j.ijhcs.2013.08.016

Kim, Y. B., Joo, H. C., & Lee, B. G. (2016). How to forecast behavioral effects on mobile advertising in the smart environment using the technology acceptance model and web advertising effect model. KSII Transactions on Internet and Information Systems, 10(10), 4997–5013. https://doi.org/10.3837/tiis.2016.10.019

Koo, W., Knight, D. K., Yang, K., & Xiang, Z. (2012). Generation Y consumers' value perceptions toward apparel mobile advertising: Functions of modality and culture. International Journal of Marketing Studies, 4(2), 56–66. https://doi.org/10.5539/ijms.v4n2p56

Lanlan, Z., Ahmi, A., & Popoola, O. M. J. (2019). Perceived ease of use, perceived usefulness and the usage of computerized accounting systems: A Performance of Micro and Small Enterprises (MSEs) in China. International Journal of Recent Technology and Engineering, 8(S2), 324–331. https://doi.org/10.35940/ijrte.B1056.0782S219

Li, D., Chau, P. Y. K., & Slyke, C. V. (2010). A Comparative study of individual acceptance of instant messaging in the US and China: A Structural equation modeling approach. Communication of the Association for Information Systems, 26(5), 86–106. https://doi.org/10.17705/1CAIS.02605

Liu, C-L. E., Sinkovics, R. R., Sinkovics, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising — A comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. https://doi.org/10.1016/j.intmar.2011.07.002

Lowry, P. B., Cao, J., & Everard, A. (2011). Lowry, P. B., Cao, J., & Everard, A. (2011). Privacy concerns versus desire for interpersonal awareness in driving the use of self-disclosure technologies: The case of instant messaging in two cultures. Journal of Management Information Systems, 27(4), 163–200. https://doi.org/10.2753/MIS0742-1222270406

Marangunić, N., & Granić, A. (2015). Technology acceptance model: a literature review from 1986 to 2013. Universal Access in the Information Society, 14, 81–95. https://doi.org/10.1007/s10209-014-0348-1

Menon, B. (2019). Personal trust, institution trust and consumerism attitudes towards mobile marketing and banking services in India. Academy of Marketing Studies Journal, 23(3), 1–13.

Merhi, M., Hone, K., & Tarhini, A. (2019). A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59, 101151. https://doi.org/10.1016/j.techsoc.2019.101151

Morosan, C. (2012). Theoretical and empirical considerations of guests' perceptions of biometric systems in Hotels: Extending the technology acceptance model. Journal of Hospitality & Tourism Research, 36(1), 52–84. https://doi.org/10.1177/1096348010380601

Muk, A. (2007). Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers. Journal of Targeting Measurement and Analysis for Marketing, 16(1), 39–47. https://doi.org/10.1057/palgrave.jt.5750062

Muk, A., & Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising. Journal of Business Research, 68(1), 1–6. https://doi.org/10.1016/j.jbusres.2014.06.001

Mullan, K., & Wajcman, J. (2019). Have mobile devices changed working patterns in the 21st century? A time-diary analysis of work extension in the UK. Work, Employment and Society, 33(1), 3–20. https://doi.org/10.1177/0950017017730529

Muralidharan, S., Ferle, C. L., & Sung, Y. (2015). How culture influences the "Social" in social media: Socializing and advertising on smartphones in India and the United States. Cyberpsychology, Behavior, and Social Networking, 18(6), 356–360. https://doi.org/10.1089/cyber.2015.0008

Murillo-Zegarra, M., Ruiz-Mafe, C., & Sanz-Blas, S. (2020). The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps. Sustainability, 12(17), 6753– 6773. https://doi.org/10.3390/su12176753

Okazaki, S. (2005). External search, content credibility and intrinsic gratifiers influencing attitude toward wirless ads. Asia Pacific Advances in Consumer Research, 6(7), 5–12.

Ozdemir, Z.D., Benamati, J. H., & Smith, H. J. (2016). A cross-cultural comparison of information pivacy concerns in Singapore, Sweden and the United States. ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World. https://doi.org/10.1145/2971603.2971607

Park, N., Rhoads, M., Hou, J., & Lee, K. M. (2014). Understanding the acceptance of teleconferencing systems among employees: An extension of the technology acceptance model. Computers in Human Behavior, 39, 118–127. https://doi.org/10.1016/j.chb.2014.05.048

Pelet, J-E., & Papadopoulou, P. (2014). Consumer behavior in the mobile environment: An exploratory study of M-commerce and social media. International Journal of Technology and Human Interaction, 10(4), 36–48. https://doi.org/10.4018/ijthi.2014100103

Persaud, A., & Azha, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418–443. https://doi.org/10.1108/02634501211231883

Phan, T. L. (2004). The impact of language on dynamics counseling and psychotherapy groups. In Handbook of group counseling and psychotherapy. Saga Publications. https://doi.org/10.4135/9781452229683.n20

Ping, R. (2019). Theoretical model testing with Latent variables. Marketing faculty publication (online version), 40–43. Retrieved from https://corescholar.libraries.wright.edu/cgi/viewcontent.cgi?article=1042&context=marketing.

Qin, L., Kim, Y., & Tan, X. (2018). Understanding the intention of using mobile social networking apps across cultures. International Journal of Human-Computer Interaction, 34(12), 1183–1193. https://doi.org/10.1080/10447318.2018.1428262

Revels, J., Tojib, D., & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal, 18(2), 74–80. https://doi.org/10.1016/j.ausmj.2010.02.002

Robayo, O., Montoya, L. A., & Rojas-Berrio, S. P. (2017). Mobile marketing: Conceptualization and research review. Espacios, 38(61), 26–42.

Rouibah, K., Abbas, H., & SamiaRouibaha, S. (2011). Factors affecting camera mobile phone adoption before e-shopping in the Arab world. Technology in Society, 33(3–4), 271–283. https://doi.org/10.1016/j.techsoc.2011.10.001

Saeed, M. A. Y., & Bekhet, H. A. (2018). Influencing factors of mobile marketing among young Malaysian customers. Australian Journal of Basic and Applied Sciences, 12(9), 63–72.

Sang Ryu, J., & Kenneth Murdock, K. (2013). Consumer acceptance of mobile marketing communications using the QR code. Journal of Direct, Data and Digital Marketing Practice, 15, 111–124. https://doi.org/10.1057/dddmp.2013.53

Schwartz, S. H. (2014). Rethinking the concept and measurement of societal culture in light of empirical findings. Journal of Cross-Cultural Psychology, 45(1), 5–13. https://doi.org/10.1177/0022022113490830

Shan, L. H., Chin, T. A., Sulaiman, Z., & Muharam, F. M. (2016). Effective mobile advertising on mobile devices. Journal of Global Business and Social Entrepreneurship, 2(4), 164–177.

Sharif, K. (2017). Determinants of young consumers' attitude towards mobile advertising in a technologically and a socially dynamic market. International Journal of Electronic Marketing and Retailing, 8(1), 21–44. https://doi.org/10.1504/IJEMR.2017.083551

Soares, A. M., Farhangmehr, M., & Shoham, A. (2007). Hofstede's dimensions of culture in international marketing studies. Journal of Business Research, 60(3), 277–284. https://doi.org/10.1016/j.jbusres.2006.10.018

Soukup, P.A. (2015). Smartphones. Communication Research Trends, 34(4), 3–39.

Srite, M. (2006). Culture as an explanation of technology acceptance differences: An empirical investigation of Chinese and US users. Australasian Journal of Information Systems, 14(1), 30–52. https://doi.org/10.3127/ajis.v14i1.4

Sriwindono, H., & Yahya, S. (2012). Toward modeling the effects of cultural dimension on ICT acceptance in Indonesia. Procedia Social and Behavioral Science, 65, 833–838. https://doi.org/10.1016/j.sbspro.2012.11.207

Statista. (2022). Number of apps available in leading app stores as of 1st quarter 2021. Retrieved from https://www.statista.com/statistics/276623/numberof-apps-available-in-leading-app-stores/. Access in 01/2022.

Tarhini, A., Hone, K., & Liu, X. (2015). A cross-cultural examination of the impact of social, organisational and individual factors on educational technology acceptance between British and Lebanese university students. British Journal of Educational Technology, 46(4), 739–755. https://doi.org/10.1111/bjet.12169

Thomson, R., Yuki, M., & Ito, N. (2015). A socio-ecological approach to national differences in online privacy concern: The role of relational mobility and trust. Computers in Human Behavior, 51, 285–292. https://doi.org/10.1016/j.chb.2015.04.068

Wang, Y., Genc, E., & Peng, G. (2019). Aiming the mobile targets in a cross-cultural context: Effects of trust, privacy concerns, and attitude. International Journal of Human-Computer Interaction, 36(3), 227–238. https://doi.org/10.1080/10447318.2019.1625571

Zhu, H., Ou, C.X.J., van den Heuvel, W.J.A.M., & Liu, H. (2017). Privacy calculus and its utility for personalization services in e-commerce: An analysis of consumer decision-making. Information & Management, 54(4), 427–437. https://doi.org/10.1016/j.im.2016.10.001

Cena artykułu
16.00
Cena numeru czasopisma
62.00
Prenumerata
960.00 zł
768.00
Najniższa cena z 30 dni: 768.00
zamów prenumeratę