ABSTRACT
Advances in Information and Communication Technologies are not only offering new
marketing channels of communication and interactivity to companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users in organized institutions in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to identify the effect of marketing messages on purchase behaviour and to examine consumer factors that significantly influence attitude towards mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questions. This study was anchored on three theories: learning theory, involvement theory, and theory of reasoned action. The study employed cross-sectional survey design and the data required for this study were gathered using a structured questionnaire. One thousand two hundred (1200) copies of the questionnaire were administered to University students and employees in selected organisations. One thousand and forty three (1043) copies were retrieved out of which One thousand and twenty (1020) copies were used for analysis. Validity
and reliability of the research instrument was carried out using composite reliability,
content and construct validity. Multi-stage sampling and systematic random sampling techniques were used to select the respondents for this study. Multiple regression was used to test the stated hypothesis with the use of structural modeling technique. The first hypothesis revealed that there is a significant positive effect of marketing messages on consumer attitude (C.R values were greater than 1.96 and P values less than 0.05). The second hypotheses revealed that consumer attitude towards marketing messages have a positive influence on purchase behaviour (C.R values were greater than 1.96 and P values less than 0.05). The third hypothesis revealed that there is a significant positive effect of marketing messages on purchase
behaviour (C.R values were greater than 1.96 and P values less than 0.05). The fourth hypothesis tested revealed that there is a significant influence of consumer factors (except for innovativeness, existing knowledge and social norms) on attitude towards marketing messages (C.R values were greater than 1.96 and P values less than 0.05). Based on these findings, the study recommended that: (i) mobile marketing managers should determine target customers and understand their demographic characteristics in order to develop successful mobile marketing
programmes and strategies; (ii) Marketing messages should be personalized to consumer needs in stimulating positive attitude and response towards the advertised product/service; (iii) Marketers should frequently communicate with their customers in order to build customer loyalty; (IV) organizations and advertisers should seek consumers consent before sending them marketing messages, as mobile phones are considered personal assets to the owners; (v) Organisations should ensure that their marketing messages are creatively designed in order to yield value to the consumer.
Advances in Information and Communication Technologies are not only offering new
marketing channels of communication and interactivity to companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users in organized institutions in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to identify the effect of marketing messages on purchase behaviour and to examine consumer factors that significantly influence attitude towards mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questions. This study was anchored on three theories: learning theory, involvement theory, and theory of reasoned action. The study employed cross-sectional survey design and the data required for this study were gathered using a structured questionnaire. One thousand two hundred (1200) copies of the questionnaire were administered to University students and employees in selected organisations. One thousand and forty three (1043) copies were retrieved out of which One thousand and twenty (1020) copies were used for analysis. Validity
and reliability of the research instrument was carried out using composite reliability,
content and construct validity. Multi-stage sampling and systematic random sampling techniques were used to select the respondents for this study. Multiple regression was used to test the stated hypothesis with the use of structural modeling technique. The first hypothesis revealed that there is a significant positive effect of marketing messages on consumer attitude (C.R values were greater than 1.96 and P values less than 0.05). The second hypotheses revealed that consumer attitude towards marketing messages have a positive influence on purchase behaviour (C.R values were greater than 1.96 and P values less than 0.05). The third hypothesis revealed that there is a significant positive effect of marketing messages on purchase
behaviour (C.R values were greater than 1.96 and P values less than 0.05). The fourth hypothesis tested revealed that there is a significant influence of consumer factors (except for innovativeness, existing knowledge and social norms) on attitude towards marketing messages (C.R values were greater than 1.96 and P values less than 0.05). Based on these findings, the study recommended that: (i) mobile marketing managers should determine target customers and understand their demographic characteristics in order to develop successful mobile marketing
programmes and strategies; (ii) Marketing messages should be personalized to consumer needs in stimulating positive attitude and response towards the advertised product/service; (iii) Marketers should frequently communicate with their customers in order to build customer loyalty; (IV) organizations and advertisers should seek consumers consent before sending them marketing messages, as mobile phones are considered personal assets to the owners; (v) Organisations should ensure that their marketing messages are creatively designed in order to yield value to the consumer.
TABLE OF CONTENTS Page
Title Page ii
Certification iii
Declaration iv
Dedication v
Acknowledgements vi
Abstract ix
Table of Contents x
List of Tables xiii
List of Figures xvi
List of Charts xvii
List of Models xviii
List of Appendices xix
List of Abbreviations xx
CHAPTER ONE:
INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of Research Problem 3
1.3 Research Questions 5
1.4 Research Objectives 6
1.5 Research Hypotheses 6
1.6 Significance of the Study 6
1.7 Scope of Study 7
1.8 Outline of Chapters 8
1.9 Operationalization of Research Variables 9
1.10 Definition of Terms 11
CHAPTER TWO:
LITERATURE REVIEW
2.1 Conceptual Framework 12
2.1.1 The Nigerian Telecommunication Industry 13
2.1.2 What is Mobile Marketing 15
2.1.3 Development of Mobile Marketing 17
2.1.4 Characteristics of the Mobile Phone 19
2.1.5 Mobile Marketing Tools 20
2.1.6 Short Message Service as a Mobile Marketing 21
2.1.7 Drivers of Mobile Marketing 22
2.1.8 Benefits of Mobile Marketing 22
2.1.9 Types of Mobile Marketing 26
2.1.10 Forms of Mobile Marketing Tools 27
2.1.11 Fundamental Issues in Mobile Marketing 33
2.1.12 Marketing Strategy in Mobile Marketing 39
2.1.13 Application of Marketing Mix Concept in Mobile Marketing 44
2.1.14 Consumer Behaviour 50
2.1.15 Marketing Communication Effects 73
2.1.16 Factors Influencing Attitude towards Mobile Marketing 76
2.1.17 Behavioural Intention 86
2.1.18 Relationship between Attitude, Intention and Purchase
Behaviour 87
2.1.19 Consumer Attitude Models in Mobile Marketing 88
2.2 Theoretical Framework 93
2.2.1 Theories of Mobile Service Adoption 93
2.2.2 Theories of Consumer Behaviour 100
2.3 Empirical Framework 109
2.4 Gap in Literature 119
CHAPTER THREE:
METHODOLOGY
3.1 Study Area 122
3.2 Research Design 123
3.3 Population of the Study 123
3.4 Sample Size Determination 124
3.5 Sampling Technique 124
3.6 Sampling Frame 127
3.7 Sources of Data 127
3.8 Data Collection Method and Procedure 128
3.9 Research Instrument and Design 129
3.10 Validity of Research Instrument 136
3.11 Reliability of Research Instrument 138
3.12 Method of Data Analysis 139
CHAPTER FOUR:
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF RESULTS
4.1 Presentation of Data 142
4.1.1 Response Rate 142
4.2 Data Analysis and Interpretation 144
4.2.1 Analysis of Demographic Data 144
4.2.2 Descriptive Analysis of Data on Mobile Phone usage 147
4.2.3 Respondents Rate of Receiving Mobile Marketing Messages 158
4.2.4 Respondents Preference Density for Mobile Marketing Messages 161
4.2.5 Respondents Behavioural Response to Marketing Messages 167
4.2.6 Descriptive Analysis of data on Relevant Variables 172
4.2.2 Collation and Analysis of Open-ended Questions 183
4.3.5 Descriptive Analysis of Variables 185
4.3 Validation of Research Model and Testing of Hypothesis 195
4.3.1 Test of Hypothesis One 202
4.3.2 Test of Hypothesis Two 205
4.3.3 Test of Hypothesis Three 206
4.3.4 Test of Hypothesis Four 208
4.3.5 Discussion of Results 210
CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1.1 Summary of Work 215
5.2 Discussion of Findings 216
5.2.1 Summary of Theoretical Findings 216
5.2.2 Summary of Empirical Findings 218
5. 3 Conclusion 222
5.4.1 Implication of Findings 224
5.4.1 Implication for Practice 224
5.4.2 Policy Makers and Government 226
5.5 Recommendations 227
5.6 Limitations of the Study 228
5.7 Suggestions for Further Research 230
5.8 Contribution to Knowledge 232
REFERENCES 234
LIST OF TABLES
Table 2.1: Legal Consideration for Mobile Marketing 38
Table 2.2: Comparison of Selected Age Cohorts across
Marketing-Related Issues 54
Table 2.3: Reference Group influence on Consumption 80
Table 2.4: Hierarchy of Effects of Different Involvement Levels 82
Figure 2.5: Summary of research findings on consumer attitude
towards mobile marketing 117
Table 3.1: Selected Sample of the Study 126
Table 3.2: Questionnaire Administration 129
Table 3.3: Measurement of Variables - Part 1- Section A 131
Table 3.4: Measurement of Variables - Section B 131
Table 3.5: Measurement of Variables - Part 2 132
Table 3.6: Source of Items Used in the Questionnaire 134
Table 4.1: Frequency Distribution by number of Questionnaires
Administered and Retrieved according to Organisations 143
Table 4.2: Frequency Distribution of Respondents by Socio- demographic
Characteristics 144
Table 4.3: Percentage Distribution of Respondents by Rate of Receiving
Marketing Message 159
Table 4.4: Percentage Distribution of Respondents by Preference Density to
Marketing Message 161
Table 4.5: Frequency Distribution of Respondents by Behavioural
Response to Marketing Message 167
Table 4.6: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Gender 168
Table 4.7: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Age 169
Table 4.8: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Educational Qualification 170
Table 4.9: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Occupation 171
Table 4.10: Percentage Distribution of Responses to Promotional
SMS Messages 172
Table 4.11: Percentage Distribution of Responses to Relational
SMS Messages 173
Table 4.12: Percentage Distribution of Responses to Personalization
of SMS Messages 173
Table 4.13: Percentage Distribution of Responses to Interactivity
of SMS Message 174
Table 4.14: Percentage Distribution of Responses to Frequency
of SMS Message 175
Table 4.15: Percentage Distribution of Responses to Brand Awareness 175
Table 4.16: Percentage Distribution of Responses to Intention/Actual
Purchase of Mobile Products 176
Table 4.17: Percentage Distribution of Responses to Loyalty 177
Table 4.18: Percentage Distribution of Responses to Consumer Attitude
to Mobile Marketing 177
Table 4.19: Percentage Distribution of Responses to Innovative Factor 178
Table 4.20: Percentage Distribution of Responses to Existing Knowledge of
Mobile Technology (EK) Factor 178
Table 4.21: Percentage Distribution of Responses to Attitude towards
Advertising 179
Table 4.22: Percentage Distribution of Responses to Privacy and
Permission Factor 179
Table 4.23: Percentage Distribution of Responses to Perceived
Credibility Factor 180
Table 4.24 Percentage Distribution of Responses to Perceived Risk Factor 180
Table 4.25: Percentage Distribution of Responses to Trust Factor 181
Table 4.26: Percentage Distribution of Responses to Perceived value Factor 181
Table 4.27: Percentage Distribution of Responses to Social Norms Factor 182
Table 4.28: Percentage Distribution of Responses to Consumer Satisfaction 183
Table 4.29: Respondents View on Challenges in Mobile Marketing
Practitioners 183
Table 4.30: Respondents' Opinion on how Organizations using
Mobile Marketing can Improve on their services 184
Table 4.31: Descriptive Analysis of Promotional Variable 185
Table 4.32: Descriptive Analysis of Relational Variable 186
Table 4.33: Descriptive Analysis of Personalization Variable 186
Table 4.34: Descriptive Analysis of Interactivity Variable 187
Table 4.35: Descriptive Analysis of Frequency Variable 187
Table 4.36: Descriptive Analysis of Awareness Variable 188
Table 4.37: Descriptive Analysis of purchase intention and Actual purchase 188
Table 4.38: Descriptive Analysis of Loyalty Variable 189
Table 4.39: Descriptive Analysis for Innovativeness 190
Table 4.40: Descriptive Analysis for Existing knowledge of Mobile
Technology 190
Table 4.4: Descriptive Analysis for Attitude towards advertising 190
Table 4.42: Descriptive Analysis for Privacy and Permission 191
Table 4.43: Descriptive Analysis for Credibility 192
Table 4.44: Descriptive Analysis for Perceived Risk 192
Table 4.45: Descriptive Analysis for Trust 192
Table 4.46: Descriptive Analysis for Perceived Value 193
Table 4.47: Descriptive Analysis for Social Norms 193
Table 4.48: Descriptive Analysis for Consumer Attitude towards
Mobile Marketing 194
Table 4.49: Goodness of Fit Measures of the Research Models 196
Table 4.50ai: Reliability, Average Variance Extracted (AVE) and Correlation
Among Constructs in the model 197
Table 4.51bi: Factor Loadings of items included in the Model 198
Table 4.52ci: Average Variance Extracted (VE) and Squared Multiple
Correlations (SMC) of Items in the Model 198
Table 4.53a: Regression Weights for test of Hypothesis 1 202
Table 4.53b: Standardized Path Coefficients for test of Hypothesis 1 202
Table 4.53c: Squared Multiple Correlations for test of Hypothesis 1 203
Table 4.54a: Regression Weights for test of Hypothesis 2 205
Table 4.54b: Standardized Path Coefficient for test of Hypothesis 2 205
Table 4.55a: Regression Weights for test of Hypothesis 3 206
Table 4.55b: Standardized Path Coefficients for test of Hypothesis 3 207
Table 4.55c: Squared Multiple Correlations for test of Hypothesis 3 207
Table 4.56a: Regression Weights for test of Hypothesis 4 209
Table 4.56b: Standardized Path Coefficients for test of Hypothesis 4 209
Table 4.56c: Squared Multiple Correlations for test of Hypothesis 4 209
Table 4.57: Summary of Test of Hypotheses Findings 210
LIST OF FIGURES
Figure 2.1: Mobile Advertising Value Chain 32
Figure 2.2: Framework of Mobile Marketing Environment 41
Figure 3.1 Stages of Sampling Technique 125
Figure 4.1 Test of Hypothesis 1 203
Figure 4.2 Test of hypothesis 2 205
Figure 4.3 Contribution of Marketing Messages to Purchase Behaviour 207
LIST OF CHARTS
Chart 2.1: The Learning Curve 60
Chart 4.1 Frequency distribution of Respondents by Mobile phone Usage 146
Chart 4.2 SMS Phone Usage by Gender 147
Chart 4.3 Voice calls Phone Usage by Gender 148
Chart 4.4 MMS Phone Usage by Gender 148
Chart 4.5 Videos Phone Usage by Gender 149
Chart 4.6 Usage of Mobile Phone News Service by Gender 149
Chart 4.7 Sports Phone Usage by Gender 150
Chart 4.8 Facebook Phone Usage by Gender 150
Chart 4.9 Mobile Web browsing by Gender 151
Chart 4.10 Mobile Phone Chatting by Gender 151
Chart 4.11 Mobile E-mail by Gender 152
Chart 4.12 Voice calls Phone Usage by Age group 153
Chart 4.13 SMS Phone Usage by Age group 153
Chart 4.14 MMS Phone Usage by Age group 154
Chart 4.15 Mobile Phone News Usage by Age Group 155
Chart 4.16 Mobile Chatting News Usage by Age Group 155
Chart 4.17 SMS Phone Usage by Occupation 156
Chart 4.18 Mobile Web browsing Usage by Occupation 157
Chart 4.19 SMS Service Usage by Educational Background 158
Chart 4.20 Respondents Preference Density for Marketing Messages
Ages (15-24) 163
Chart 4.21 Respondents Preference Density for Marketing Messages by
Ages (25-34) 164
Chart 4.22 Male Respondents Preference Density for Marketing Messages 165
Chart 4.23 Female Respondents Preference Density for Marketing Messages 166
LIST OF MODELS
Model 1.1: Research Hypotheses Model 10
Model 2.1: The Consumer Behaviour Model 50
Model 2.3: The Perceptual Process 64
Model 2.4 Stages in Consumer Decision-Making Process 69
Model 2.5 The Search for Information 70
Model 2.6 Security Risks in the Business Chain 85
Model 2.7 Brackett, and Carr (2001) Model of Consumer attitude
toward Web Advertising 89
Model 2.8 Tsang et al., (2004) Model of Consumer attitude
toward Mobile Marketing 89
Model 2.9 Haghirian and Madlberger (2005) Model of Consumer Attitude
Toward Advertising via Mobile Devices 90
Model 2.10 XU Model of Factors Affecting Attitude and Intention
toward Mobile Advertising 91
Model 2.11 Theory of Reasoned Action 94
Model 2.12 Theory of Planned Behaviour 95
Model 2.13 Technology Acceptance Model 96
Model 4.2 Research Model of the Study 195
LIST OF APPENDICES
Appendix 1 Research Questionnaire 274
Appendix II Reliability Analysis and Inter-item Correlation of
Questionnaire Items 287
Appendix III Principal Component Analysis of Variables 292
Appendix IV Measurement and Structural Model for Marketing
Messages and Purchase Behaviour Items 303
Appendix V Measurement and Structural Model for Factors Influencing
Consumer Attitude towards Marketing Messages 308
LIST OF ABBREVIATIONS
SMS = Short Message Service
MMS = Multimedia Messaging Service
GSM = Global System for Mobile Communications
GPS = Global Positioning System
MMA = Mobile Marketing Association
WAA = Wireless Advertising Association
PDA = Personal Digital Assistant
IMC = Integrated Marketing Communication
GPRS = General Packet Radio Service
MM = Mobile Marketing
Title Page ii
Certification iii
Declaration iv
Dedication v
Acknowledgements vi
Abstract ix
Table of Contents x
List of Tables xiii
List of Figures xvi
List of Charts xvii
List of Models xviii
List of Appendices xix
List of Abbreviations xx
CHAPTER ONE:
INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of Research Problem 3
1.3 Research Questions 5
1.4 Research Objectives 6
1.5 Research Hypotheses 6
1.6 Significance of the Study 6
1.7 Scope of Study 7
1.8 Outline of Chapters 8
1.9 Operationalization of Research Variables 9
1.10 Definition of Terms 11
CHAPTER TWO:
LITERATURE REVIEW
2.1 Conceptual Framework 12
2.1.1 The Nigerian Telecommunication Industry 13
2.1.2 What is Mobile Marketing 15
2.1.3 Development of Mobile Marketing 17
2.1.4 Characteristics of the Mobile Phone 19
2.1.5 Mobile Marketing Tools 20
2.1.6 Short Message Service as a Mobile Marketing 21
2.1.7 Drivers of Mobile Marketing 22
2.1.8 Benefits of Mobile Marketing 22
2.1.9 Types of Mobile Marketing 26
2.1.10 Forms of Mobile Marketing Tools 27
2.1.11 Fundamental Issues in Mobile Marketing 33
2.1.12 Marketing Strategy in Mobile Marketing 39
2.1.13 Application of Marketing Mix Concept in Mobile Marketing 44
2.1.14 Consumer Behaviour 50
2.1.15 Marketing Communication Effects 73
2.1.16 Factors Influencing Attitude towards Mobile Marketing 76
2.1.17 Behavioural Intention 86
2.1.18 Relationship between Attitude, Intention and Purchase
Behaviour 87
2.1.19 Consumer Attitude Models in Mobile Marketing 88
2.2 Theoretical Framework 93
2.2.1 Theories of Mobile Service Adoption 93
2.2.2 Theories of Consumer Behaviour 100
2.3 Empirical Framework 109
2.4 Gap in Literature 119
CHAPTER THREE:
METHODOLOGY
3.1 Study Area 122
3.2 Research Design 123
3.3 Population of the Study 123
3.4 Sample Size Determination 124
3.5 Sampling Technique 124
3.6 Sampling Frame 127
3.7 Sources of Data 127
3.8 Data Collection Method and Procedure 128
3.9 Research Instrument and Design 129
3.10 Validity of Research Instrument 136
3.11 Reliability of Research Instrument 138
3.12 Method of Data Analysis 139
CHAPTER FOUR:
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF RESULTS
4.1 Presentation of Data 142
4.1.1 Response Rate 142
4.2 Data Analysis and Interpretation 144
4.2.1 Analysis of Demographic Data 144
4.2.2 Descriptive Analysis of Data on Mobile Phone usage 147
4.2.3 Respondents Rate of Receiving Mobile Marketing Messages 158
4.2.4 Respondents Preference Density for Mobile Marketing Messages 161
4.2.5 Respondents Behavioural Response to Marketing Messages 167
4.2.6 Descriptive Analysis of data on Relevant Variables 172
4.2.2 Collation and Analysis of Open-ended Questions 183
4.3.5 Descriptive Analysis of Variables 185
4.3 Validation of Research Model and Testing of Hypothesis 195
4.3.1 Test of Hypothesis One 202
4.3.2 Test of Hypothesis Two 205
4.3.3 Test of Hypothesis Three 206
4.3.4 Test of Hypothesis Four 208
4.3.5 Discussion of Results 210
CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1.1 Summary of Work 215
5.2 Discussion of Findings 216
5.2.1 Summary of Theoretical Findings 216
5.2.2 Summary of Empirical Findings 218
5. 3 Conclusion 222
5.4.1 Implication of Findings 224
5.4.1 Implication for Practice 224
5.4.2 Policy Makers and Government 226
5.5 Recommendations 227
5.6 Limitations of the Study 228
5.7 Suggestions for Further Research 230
5.8 Contribution to Knowledge 232
REFERENCES 234
LIST OF TABLES
Table 2.1: Legal Consideration for Mobile Marketing 38
Table 2.2: Comparison of Selected Age Cohorts across
Marketing-Related Issues 54
Table 2.3: Reference Group influence on Consumption 80
Table 2.4: Hierarchy of Effects of Different Involvement Levels 82
Figure 2.5: Summary of research findings on consumer attitude
towards mobile marketing 117
Table 3.1: Selected Sample of the Study 126
Table 3.2: Questionnaire Administration 129
Table 3.3: Measurement of Variables - Part 1- Section A 131
Table 3.4: Measurement of Variables - Section B 131
Table 3.5: Measurement of Variables - Part 2 132
Table 3.6: Source of Items Used in the Questionnaire 134
Table 4.1: Frequency Distribution by number of Questionnaires
Administered and Retrieved according to Organisations 143
Table 4.2: Frequency Distribution of Respondents by Socio- demographic
Characteristics 144
Table 4.3: Percentage Distribution of Respondents by Rate of Receiving
Marketing Message 159
Table 4.4: Percentage Distribution of Respondents by Preference Density to
Marketing Message 161
Table 4.5: Frequency Distribution of Respondents by Behavioural
Response to Marketing Message 167
Table 4.6: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Gender 168
Table 4.7: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Age 169
Table 4.8: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Educational Qualification 170
Table 4.9: Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Occupation 171
Table 4.10: Percentage Distribution of Responses to Promotional
SMS Messages 172
Table 4.11: Percentage Distribution of Responses to Relational
SMS Messages 173
Table 4.12: Percentage Distribution of Responses to Personalization
of SMS Messages 173
Table 4.13: Percentage Distribution of Responses to Interactivity
of SMS Message 174
Table 4.14: Percentage Distribution of Responses to Frequency
of SMS Message 175
Table 4.15: Percentage Distribution of Responses to Brand Awareness 175
Table 4.16: Percentage Distribution of Responses to Intention/Actual
Purchase of Mobile Products 176
Table 4.17: Percentage Distribution of Responses to Loyalty 177
Table 4.18: Percentage Distribution of Responses to Consumer Attitude
to Mobile Marketing 177
Table 4.19: Percentage Distribution of Responses to Innovative Factor 178
Table 4.20: Percentage Distribution of Responses to Existing Knowledge of
Mobile Technology (EK) Factor 178
Table 4.21: Percentage Distribution of Responses to Attitude towards
Advertising 179
Table 4.22: Percentage Distribution of Responses to Privacy and
Permission Factor 179
Table 4.23: Percentage Distribution of Responses to Perceived
Credibility Factor 180
Table 4.24 Percentage Distribution of Responses to Perceived Risk Factor 180
Table 4.25: Percentage Distribution of Responses to Trust Factor 181
Table 4.26: Percentage Distribution of Responses to Perceived value Factor 181
Table 4.27: Percentage Distribution of Responses to Social Norms Factor 182
Table 4.28: Percentage Distribution of Responses to Consumer Satisfaction 183
Table 4.29: Respondents View on Challenges in Mobile Marketing
Practitioners 183
Table 4.30: Respondents' Opinion on how Organizations using
Mobile Marketing can Improve on their services 184
Table 4.31: Descriptive Analysis of Promotional Variable 185
Table 4.32: Descriptive Analysis of Relational Variable 186
Table 4.33: Descriptive Analysis of Personalization Variable 186
Table 4.34: Descriptive Analysis of Interactivity Variable 187
Table 4.35: Descriptive Analysis of Frequency Variable 187
Table 4.36: Descriptive Analysis of Awareness Variable 188
Table 4.37: Descriptive Analysis of purchase intention and Actual purchase 188
Table 4.38: Descriptive Analysis of Loyalty Variable 189
Table 4.39: Descriptive Analysis for Innovativeness 190
Table 4.40: Descriptive Analysis for Existing knowledge of Mobile
Technology 190
Table 4.4: Descriptive Analysis for Attitude towards advertising 190
Table 4.42: Descriptive Analysis for Privacy and Permission 191
Table 4.43: Descriptive Analysis for Credibility 192
Table 4.44: Descriptive Analysis for Perceived Risk 192
Table 4.45: Descriptive Analysis for Trust 192
Table 4.46: Descriptive Analysis for Perceived Value 193
Table 4.47: Descriptive Analysis for Social Norms 193
Table 4.48: Descriptive Analysis for Consumer Attitude towards
Mobile Marketing 194
Table 4.49: Goodness of Fit Measures of the Research Models 196
Table 4.50ai: Reliability, Average Variance Extracted (AVE) and Correlation
Among Constructs in the model 197
Table 4.51bi: Factor Loadings of items included in the Model 198
Table 4.52ci: Average Variance Extracted (VE) and Squared Multiple
Correlations (SMC) of Items in the Model 198
Table 4.53a: Regression Weights for test of Hypothesis 1 202
Table 4.53b: Standardized Path Coefficients for test of Hypothesis 1 202
Table 4.53c: Squared Multiple Correlations for test of Hypothesis 1 203
Table 4.54a: Regression Weights for test of Hypothesis 2 205
Table 4.54b: Standardized Path Coefficient for test of Hypothesis 2 205
Table 4.55a: Regression Weights for test of Hypothesis 3 206
Table 4.55b: Standardized Path Coefficients for test of Hypothesis 3 207
Table 4.55c: Squared Multiple Correlations for test of Hypothesis 3 207
Table 4.56a: Regression Weights for test of Hypothesis 4 209
Table 4.56b: Standardized Path Coefficients for test of Hypothesis 4 209
Table 4.56c: Squared Multiple Correlations for test of Hypothesis 4 209
Table 4.57: Summary of Test of Hypotheses Findings 210
LIST OF FIGURES
Figure 2.1: Mobile Advertising Value Chain 32
Figure 2.2: Framework of Mobile Marketing Environment 41
Figure 3.1 Stages of Sampling Technique 125
Figure 4.1 Test of Hypothesis 1 203
Figure 4.2 Test of hypothesis 2 205
Figure 4.3 Contribution of Marketing Messages to Purchase Behaviour 207
LIST OF CHARTS
Chart 2.1: The Learning Curve 60
Chart 4.1 Frequency distribution of Respondents by Mobile phone Usage 146
Chart 4.2 SMS Phone Usage by Gender 147
Chart 4.3 Voice calls Phone Usage by Gender 148
Chart 4.4 MMS Phone Usage by Gender 148
Chart 4.5 Videos Phone Usage by Gender 149
Chart 4.6 Usage of Mobile Phone News Service by Gender 149
Chart 4.7 Sports Phone Usage by Gender 150
Chart 4.8 Facebook Phone Usage by Gender 150
Chart 4.9 Mobile Web browsing by Gender 151
Chart 4.10 Mobile Phone Chatting by Gender 151
Chart 4.11 Mobile E-mail by Gender 152
Chart 4.12 Voice calls Phone Usage by Age group 153
Chart 4.13 SMS Phone Usage by Age group 153
Chart 4.14 MMS Phone Usage by Age group 154
Chart 4.15 Mobile Phone News Usage by Age Group 155
Chart 4.16 Mobile Chatting News Usage by Age Group 155
Chart 4.17 SMS Phone Usage by Occupation 156
Chart 4.18 Mobile Web browsing Usage by Occupation 157
Chart 4.19 SMS Service Usage by Educational Background 158
Chart 4.20 Respondents Preference Density for Marketing Messages
Ages (15-24) 163
Chart 4.21 Respondents Preference Density for Marketing Messages by
Ages (25-34) 164
Chart 4.22 Male Respondents Preference Density for Marketing Messages 165
Chart 4.23 Female Respondents Preference Density for Marketing Messages 166
LIST OF MODELS
Model 1.1: Research Hypotheses Model 10
Model 2.1: The Consumer Behaviour Model 50
Model 2.3: The Perceptual Process 64
Model 2.4 Stages in Consumer Decision-Making Process 69
Model 2.5 The Search for Information 70
Model 2.6 Security Risks in the Business Chain 85
Model 2.7 Brackett, and Carr (2001) Model of Consumer attitude
toward Web Advertising 89
Model 2.8 Tsang et al., (2004) Model of Consumer attitude
toward Mobile Marketing 89
Model 2.9 Haghirian and Madlberger (2005) Model of Consumer Attitude
Toward Advertising via Mobile Devices 90
Model 2.10 XU Model of Factors Affecting Attitude and Intention
toward Mobile Advertising 91
Model 2.11 Theory of Reasoned Action 94
Model 2.12 Theory of Planned Behaviour 95
Model 2.13 Technology Acceptance Model 96
Model 4.2 Research Model of the Study 195
LIST OF APPENDICES
Appendix 1 Research Questionnaire 274
Appendix II Reliability Analysis and Inter-item Correlation of
Questionnaire Items 287
Appendix III Principal Component Analysis of Variables 292
Appendix IV Measurement and Structural Model for Marketing
Messages and Purchase Behaviour Items 303
Appendix V Measurement and Structural Model for Factors Influencing
Consumer Attitude towards Marketing Messages 308
LIST OF ABBREVIATIONS
SMS = Short Message Service
MMS = Multimedia Messaging Service
GSM = Global System for Mobile Communications
GPS = Global Positioning System
MMA = Mobile Marketing Association
WAA = Wireless Advertising Association
PDA = Personal Digital Assistant
IMC = Integrated Marketing Communication
GPRS = General Packet Radio Service
MM = Mobile Marketing
