Evaluating the Level of Acceptance of the Mobile Marketing Among the Young Customers in Malaysia

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3.9 Theoretical Framework 31

CHAPTER FOUR Data Analysis 32

4.1 Preamble 32

4.2 Demography Analysis 32

4.3 Descriptive Analysis 34

4.3.1 Perceived Usefulness 34

4.3.2 Perceived Ease of Use 34

4.3.3 Perceived of Entertainment 35

4.3.4 Trust 35

4.3.5 Personal Use 36

4.3.6 Intention to Participate in Mobile Marketing 37

4.3.7 Intention to Adopt 37

4.4 The Overall Mean of Variables 38

4.5 Internal Consistency 38

4.6

4.7 Regression of Independent Variables on Dependent variable 41

4.8 Summery 43

CHAPTER FIVE

5.1 Preamble 44

5.2 Findings 44

5.3 Practical Implications 47

5.4 Limitation of Study 48

5.5 Future Study 49

5.6 Self-Review 49

5.7 Conclusion 49

Referencing 51

Appendix A - Log Sheets 58

Appendix B - Abstract Proposal 59

Appendix C - Summarizing of Some Previous Researches 60

Appendix E – Gant Chart 64

Appendix G – Questionnaire 67

Appendix H - Evidence 71

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List of Tables

Table ‎4-1 Data Missing 32

Table ‎4-2 Gender Data Analysis 32

Table ‎4-3 Age Data Table 33

Table ‎4-4 Education Data Table 33

Table ‎4-5 Perceived Usefulness Descriptive Analysis 34

Table ‎4-6 Perceived Ease of Use Descriptive Table 35

Table ‎4-7 Perceived of Entertainment Descriptive Table 35

Table ‎4-8 Trust Descriptive Table 36

Table ‎4-9 Personal Use Descriptive Data 37

Table ‎4-10 Intention to Participate 37

Table ‎4-11 Intention to Adopt Descriptive Table 38

Table ‎4-12 Overall Variables Mean Table 38

Table ‎4-14 Perceived of Entertainment Regression Result 41

Table ‎4-15 Perceived Ease of Use Regression Result 41

Table ‎4-16 Perceived Usefulness Regression Result 42

Table ‎4-17 Personal Use Regression Result 42

Table ‎4-18 Trust Regression Result 42

Table ‎4-19 Intention to Participate Regression Result 43

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Introduction

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Preamble

The rapid technology developments in the past decades have increased the value of marketing activities within the world of e-commerce. E-commerce “is the actual Transaction of business over the internet or an organization that transacts its business online” (Tehrani, 2008 p.4). Technology supports the corporate value in the market and enhanced brand image through information sharing and improving efficiency of marketing activities. Marketing concept is “an organizational philosophy that recognizes success in meeting customers' needs and wants” (Tehrani, 2008 p.4). Nowadays, technology has become a key resource for marketing activity performance (Chong et al. 2011). To improve the quality of goods or service and to better benefit from information flow, companies need to exploit new opportunities available by technology efficiently (Hamidi, and Safabakhsh, 2011).

E-marketing is derived from the development of network technology. E-marketing has become a major tool in marketing in the era of information technology (Meng, 2010). Accelerated improvement in technology applications of mobile as a subset of e-marketing has led to the motivation of a large number of people to subscribe to mobile service. Innovation in mobile technology creates many opportunities for marketing, and because people carry the mobile all day long, the mobile phone has become an important channel for marketing (Soroa-koury and Yang, 2008). Easy connection, speed and availability help the marketer to be in connection with customer in anywhere and anytime (Scharl et al., 2005). The high increase of mobile phone adoption in the few past years has been accompanied by an upward curve in the mobile commerce. Mobile technology provides a broad chance to collect the information about the customer, allowing for marketers to reach customer anytime and anywhere and stay informed and communicate these features contributed to the development of marketing activities (Cleff, 2010).

As a result to the growth of mobile phones and its applications, a new channel for marketing has been created (Cleff, 2010). A significant part of technology of mobile is short message service (SMS) or (text message). The use of SMS as a tool for communication is widely spread between the segments of young customers, and mobile phones have become very necessary for the lifestyle of the young people, for fashion, presence and keep in connection with others (Carroll et al., 2007). According to International Data Corporation (IDC), SMS