engleski

Influence of Various Factors on the Intended Use of Mobile Marketing Services

The aim of this paper is to explore the usage potential of mobile marketing within the two aspects. The mobile marketing usage potential was examined from the perspective of 45 business organizations and 118 consumers, more specifically – students in Croatia. In both cases, surveys were grounded on the literature discussed in the theoretical part of the paper and the measurement scales of related studies were adapted and refined for the purposes of this research. Both questionnaires were distributed online with the aim to investigate the theoretical constructs such as perceived usefulness, perceived risk, normative beliefs and motivational factors, subjective norms, and the intention to use mobile marketing services. In the paper, the results of the analysis of internal consistency of measured scales, the regression analysis of measured scales, and the comparison of results obtained from two groups of respondents (i.e. business organisations and consumers) are presented.

Mobile marketing; Mobile marketing services; Interactive ads; Mobile ads; Theory of Reasoned Action; Perceived risk of mobile marketing

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