Mobil pazarlamanın kabul edilmesini etkileyen etkenler: Tüketici yenilikçiliği ve kullanım amacının düzenleyici etkisi
Özet
In this study, it is aimed to investigate the factors affecting the acceptance of mobile marketing of the accommodation services in Turkey and moderating effect of consumer innovativeness and purpose of use. A new model has been developed based on the Technology Acceptance Model (TAM). Variables such as providing information, trust, perceived risk, attachment to mobile device and perceived value were added in addition to the variables of TAM; perceived usefulness, perceived ease of use and intention to use. Survey method was used for data collection and the responses of 736 participants were analyzed with Structural Equation Model (SEM). According to the results of the analysis, it was determined that the most important factor affecting the acceptance of mobile marketing of consumers is providing information. Other factors that influence mobile marketing acceptance are trust, perceived benefit, attachment, and perceived ease of use. It has not been confirmed that perceived risk affects mobile marketing acceptance. It was also concluded that mobile marketing acceptance has a significant effect on perceived value and intention to use. In the model, it was found that innovation and intention to use have a moderating effect between relationships. This study offers theoretical information about factors affecting the acceptance of mobile marketing of the accommodation services. It is considered that the results of the study will contribute to the firms, marketers and researchers in the accommodation sector. It will also encourage companies to develop new strategies for adopting mobile applications.