Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework

被引：190

作者：

Maduku, Daniel K. ^{[1
]}

Mpinganjira, Mercy ^{[2
]}

Duh, Helen ^{[3
]}

机构：

[1] Univ Johannesburg, Dept Mkt Management, Auckland Pk Bunting Rd Campus,K Red 8, ZA-2006 Johannesburg, South Africa

[2] Univ Johannesburg, Dept Mkt Management, Auckland Pk Kingsway Campus,C Ring 605, Johannesburg, South Africa

[3] Univ Witwatersrand, Sch Econ & Business Sci, 1 Jan Smuts Ave, ZA-2000 Johannesburg, South Africa

来源：

INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT | 2016年 / 36卷 / 05期

关键词：

Mobile marketing; Adoption intention; Technology-organisation-environment (TOE); Small-medium-sized enterprises (SMEs); South Africa; CLOUD COMPUTING ADOPTION; INFORMATION-TECHNOLOGY; USER ACCEPTANCE; E-COMMERCE; CONTINUANCE INTENTION; BEHAVIORAL INTENTION; E-PROCUREMENT; E-BUSINESS; DETERMINANTS; INNOVATION;

D O I：

10.1016/j.ijinfomgt.2016.04.018

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

This paper examines the key drivers of mobile marketing adoption intention by South African SMEs using a multi-perspective framework that combines elements in the technological, organisational and environmental contexts of the enterprises. Data was collected from a random sample of 205 SMEs from Gauteng, South Africa. Structural equation modelling was used to analyse the data. The results identified perceived relative advantage, perceived cost, top management support, employees' IT capability, and customer pressure as important drivers of mobile marketing adoption intention. Of these factors, top management support emerged as the strongest driver of adoption intention. The implications of these findings for mobile marketers and others interested in accelerating the adoption of mobile marketing among SMEs are highlighted. (C) 2016 Elsevier Ltd. All rights reserved.

引用

页码：711 / 723

页数：13

共 105 条

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