The determinant factors influencing young consumers’ acceptance of mobile marketing in Malaysia

This paper examines the factors influencing the intention to use mobile marketing among young
consumers in Malaysia. This study employed the decomposed theory of reasoned action as
underpinning theory in explaining intention to use. The survey was conducted using self-administered
questionnaire. A total of 500 questionnaires were distributed but only 277 were usable with a response
rate of 58%. Results of the study revealed that attitude and subjective norm have a direct positive
relationship with intention to use mobile marketing. Attitude was significantly influenced by three
antecedents namely perceived usefulness, perceived enjoyment and perceived image. Perceived ease
of use showed different findings. Subjective norm was significantly influenced by friends and family
influence as two antecedents. The proposed model can shed light on the important factors determining
the behavioral intention to use mobile marketing and will aid managers understand and identify the
specific antecedents of attitude and subjective norm that may influence consumers’ acceptance of
mobile marketing.