Mobile Advertising Technology Acceptance Model (M-TAM): An Extension of TAM in Mobile Marketing Context

Journal article

Haq, M. A. and Ghouri, A. M. (2018). Mobile Advertising Technology Acceptance Model (M-TAM): An Extension of TAM in Mobile Marketing Context. South Asian Journal of Management Sciences. 12 (2), pp. 188-209. https://doi.org/10.21621/sajms.2018122.05
AuthorsHaq, M. A. and Ghouri, A. M.
Abstract

Mobile advertising technology has revolutionized the way companies interact with their customers. This has offered both marketers and consumers the advantages of convenience, flexibility, and ubiquity etc. Irrespective of the advantages of mobile advertising technology, it is not easy for marketers and researchers to form adoptable mobile advertising technology for consumers without being in a position to precisely foresee consumers’ behavioural outcome. Additionally, this field appears to be scant in academic researches. The current study was initiated to empirically
examine the influence of m-advertising technological factors (i.e., ease of use, usefulness, personalization and credibility) on consumers’ adoption behaviour. These factors were also mediated by emotional value in order to influence end users’ adoption behaviour. A quantitative approach based
upon a cross-sectional administered survey was employed to collect the data from university going student as respondents. The Partial Least Square (PLS) two step path modelling was used through SmartPLS 3 to test the direct and indirect hypotheses. The results indicate that mobile advertising
technology factors (i.e., ease of use, usefulness, personalization and credibility) directly and indirectly impact consumers’ adoption behaviour through emotional value. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future researches recommendation are discussed consequentially.

KeywordsEmotional value, attitude, adoption intention, TAM model
Year2018
JournalSouth Asian Journal of Management Sciences
Journal citation12 (2), pp. 188-209
PublisherIQRA University
ISSN2410-8537
Digital Object Identifier (DOI)https://doi.org/10.21621/sajms.2018122.05
Web address (URL)https://www.lens.org/020-235-789-995-772
Publication dates
Online2018
Publication process dates
Accepted2018
Deposited16 Mar 2023
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