Understand now what the behavior of the Mobile consumer is
Posted: Sat Dec 07, 2024 4:52 am
Attitude is an important concept not only in life, but also in Marketing. Kotler and Keller (2000) define attitude as a person's resistance to favorable or unfavorable evaluations, emotional feelings, and actions toward an object or idea.
And this notion is very important to better understand the behavior of the Mobile consumer that predominates today.
In other words, a positive attitude towards a Mobile Marketing campaign refers to a favorable evaluation and action towards it. Attitude is a very important factor in the purchase decision, which can be used to predict online purchasing actions (Xu, 2006).
Among the determining factors that influence the acceptability of Mobile Marketing campaigns and subsequent effect on consumer behavioral intention , the following are mentioned:
Taking advantage of the possibility of using their devices from anywhere, users use pre-purchase services such as product comparison, product information and reading comments from other consumers about products, sometimes to a greater extent than the purchase phase itself.
Normative Beliefs
Consumers tend to gather information from reference groups (such as family, friends and colleagues). The expectations and opinions of reference groups can influence consumers' behavioural intention.
In other words, normative beliefs have a positive influence on consumers when they perceive m-commerce as socially important (Yang, 2007).
Purchase Motivations
Motivation plays an essential role in the consumer's cameroon telemarketing list willingness to spend time searching for products, in the purchase itself and in choosing a particular channel to make purchases.
Shopping Experiences
A consumer’s experience with a new technology significantly affects the continued use of the same technology. Shopping Experience has a positive effect on the intention to use m-commerce.
Satisfaction
Consumer satisfaction has an impact on the choice of online means to carry out their consumption activities, that is, the shopping experience positively influences the frequency of purchase.
In m-commerce, satisfaction is seen not only as a factor for recommendation but also for future purchase intention.
Perceived Benefit
Perceived benefit refers to the degree to which m-commerce is perceived as being more convenient and effective than other online shopping services.
Perceived Benefit has a significant impact on consumer acceptance of the services that m-commerce can provide.
Perceived Risk
Perceived Risk represents one of the most considerable barriers to consumer acceptance of e-commerce transactions such as online shopping, internet baking and electronic auctions.
Perceived Risk negatively influences the intention to use m-commerce.
And this notion is very important to better understand the behavior of the Mobile consumer that predominates today.
In other words, a positive attitude towards a Mobile Marketing campaign refers to a favorable evaluation and action towards it. Attitude is a very important factor in the purchase decision, which can be used to predict online purchasing actions (Xu, 2006).
Among the determining factors that influence the acceptability of Mobile Marketing campaigns and subsequent effect on consumer behavioral intention , the following are mentioned:
Taking advantage of the possibility of using their devices from anywhere, users use pre-purchase services such as product comparison, product information and reading comments from other consumers about products, sometimes to a greater extent than the purchase phase itself.
Normative Beliefs
Consumers tend to gather information from reference groups (such as family, friends and colleagues). The expectations and opinions of reference groups can influence consumers' behavioural intention.
In other words, normative beliefs have a positive influence on consumers when they perceive m-commerce as socially important (Yang, 2007).
Purchase Motivations
Motivation plays an essential role in the consumer's cameroon telemarketing list willingness to spend time searching for products, in the purchase itself and in choosing a particular channel to make purchases.
Shopping Experiences
A consumer’s experience with a new technology significantly affects the continued use of the same technology. Shopping Experience has a positive effect on the intention to use m-commerce.
Satisfaction
Consumer satisfaction has an impact on the choice of online means to carry out their consumption activities, that is, the shopping experience positively influences the frequency of purchase.
In m-commerce, satisfaction is seen not only as a factor for recommendation but also for future purchase intention.
Perceived Benefit
Perceived benefit refers to the degree to which m-commerce is perceived as being more convenient and effective than other online shopping services.
Perceived Benefit has a significant impact on consumer acceptance of the services that m-commerce can provide.
Perceived Risk
Perceived Risk represents one of the most considerable barriers to consumer acceptance of e-commerce transactions such as online shopping, internet baking and electronic auctions.
Perceived Risk negatively influences the intention to use m-commerce.