عنوان انگلیسی مقاله:

Predicting young Chinese consumers’ mobile viral attitudes, intents and behavior

ترجمه عنوان مقاله: پیش بینی نگرش های ویروسی مصرف کنندگان جوان چینی به تلفن همراه، مفاهیم و رفتار

رشته: بازاریابی

سال انتشار: 2011

تعداد صفحات مقاله انگلیسی: 19 صفحه

منبع: Emerald

نوع فایل: pdf

دانلود دانلود اصل مقاله

چکیده مقاله

Purpose: The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.’s model to predict young Chinese consumers’ mobile viral attitudes, intents and behavior.

Design/methodology/approach: A paper survey was administered to 835 college students in Beijing, Shanghai, Kunming, and Liuzhou in summer and fall, 2010. The data were subject to statistic analyses including Pearson correlation, structural equation modeling, and backward regression with SPSS and AMOS.

Findings: The SEM model testing results confirmed the chain of young Chinese consumers’ viral attitudes to intents to actual behavior. Subjective norm, perceived cost and pleasure were significant predictors of their viral attitudes. Their viral attitudes, perceived utility and subjective norm predicted their intent to pass along entertaining electronic messages. Their intent to forward useful electronic messages was determined by their viral attitudes, perceived utility and market mavenism. Their viral attitudes, intents and market mavenism predicted their mobile viral behavior.

Practical implications: It pays to foster Chinese consumers’ favorable attitudes toward mobile viral marketing. It is advisable to know both target consumers and their associates very well. It is recommended to convince Chinese consumers that their friends and relatives can benefit greatly from viral content forwarding. Mobile messages with entertaining, useful, relevant and self‐involved values can go viral more easily.

Originality/value: The paper is probably the first study the integration of the TPB, TAM and Palka et al.’s model to predict Chinese consumers’ mobile viral attitudes, intents and behavior.

Keywords: China, Young consumers, Consumer behaviour, Mobile communication systems, Marketing communications, Mobile viral marketing, Theory of planned behaviour, Technology acceptance model

Type: Research paper

مقدمه مقاله

Mobile viral marketing, a new trend of viral marketing characterized by its ubiquity, immediacy, credibility, and legitimacy, has become a most efficient means forpromotional messages to achieve exponential dissemination at little or no extra costs toadvertisers. Mobile viral marketing is defined as the: distribution or communication that relies on consumers to transmit content via mobilecommunication techniques and mobile devices to other potential consumers in their social sphere and to animate these contacts to also transmit the content (Wiedemann, 2007, p. 53).

Mobile viral marketing offers interactive marketers some unique advantages. First, theubiquity of mobile devices allows consumers to pass along mobile viral content anywhere anytime, thus giving immediacy to a viral marketing campaign. Furthermore,as mobile viral content usually comes from relatives or close friends, recipients often feelit is more acceptable and credible than promotional messages directly sent by advertisers (Wiedemann et al., 2008a).

Finally, strict government regulation of mobile spamming makes forwarded mobile promotions more valuable to advertisers in China where mobile spams are closely monitored by the Ministry of Industry and Information Technology local communication bureaus and state-owned wireless service providers to protect consumer interests.

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png

 

مطالب مرتبط