Consumers‘ Intention to Adopt Mobile Marketing in Rural Areas. The Case of South Region in Unguja
Keywords:
Mobile marketing, adoption, TAM, SEM, rural areas
Abstract
The explosive use of mobile phones facilitates the introduction of different mobile app services which become an essential part of daily life. This forces the business vendors to place individually targeted marketing messages through mobile phones to ensure easy access to the service since the mobile phone is in the hands of owner all the day long. Most of the studies in mobile marketing adoption focused on urban and university consumers. This study aims to investigate the perception of consumers in rural areas on their intention to adopt mobile phone applications such as mobile marketing. A cross-sectional survey was conducted to collect data through self-administered questionnaires to consumers in two villages in the South district of Unguja. Confirmatory factor analysis and Structural Equation modeling were used to test the relationship of the constructs on the extended TAM model. The results show that perceived usefulness, perceived ease of use, and facilitating conditions were the significant determinants of behavioral intention to adopt mobile marketing to consumers of rural areas. The Implications and limitations of the research were discussed.
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References
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22. Lin, Y., Liu, Y., Fan, W., Tuunainen, V. K. & Deng, S. (2021). Revisiting the relationship between smartphone use and academic performance: A large-scale study. Computers in Human Behavior, 122. https://doi.org/10.1016/j.chb.2021.106835
23. Lin, C.-H., Shih, H.-Y. and Sher, P.J. (2007), “Integrating technology readiness into technology acceptance: the TRAM model”, Psychology and Marketing, Vol. 24 No. 7, pp. 641-657, doi: 10.1002/mar.20177.
24. Lwoga, E. and Lwoga, N. (2017). User Acceptance of Mobile Payment: The Effects of User-Centric Security, System Characteristics and Gender. Electronic Journal of Information Systems in Developing Countries, 81(3) p 1-24.
25. Maduku D, MpinganjiraM, and Duh H (2016). Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework. International Journal of Information Management, 36(5) p 711-723.
26. Msavange M. (2015) Usage of Cell Phones in Morogoro Municipality, Tanzania. Journal of information engineering and Applications ISSN 2224-5782 (print) ISSN
27. Maisara S, Hamad, A. Yusuf, S. (2022) Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA. International Journal of Accounting, Finance and Risk Management. Vol. 7, No. 4, 2022, pp. 181-187. doi: 10.11648/j.ijafrm.20220704.16
28. Nyatsambo, M. (2021). Adoption and Usage of Mobile Marketing Practices to Promote Domestic Tourism: A Case of Zimbabwe’s Hospitality Sector. Unpublished Doctoral Thesis, University of KwaZulu-Natal
29. Nabot, A, Firas, O &Almousa, M. (2020). Perceptions of Smartphone Users’ Acceptance and Adoption of Mobile Commerce. Journal of Computer Science, 16 (10).p 532-542Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, US: Free Press
30. Ndyali, L (2014). “Consumer Perception and Attitude on Mobile Phone Market in Tanzania.” Journal of Marketing and Consumer Research. Vol 3 (10
31. Nysveen and Pedersen (2016) “Consumer adoption of RFID-enabled services. Applying an extended UTAUT model”DOI 10.1007/s10796-014-9531-4 Springer Science+Business Media New York 2014
32. Omar H. Hamad A, Yusuf S. (2022). Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). International Journal of Economic Behavior and Organization, 10(4), 106-112. https://doi.org/10.11648/j.ijebo.20221004.13
33. Oscar, R. Alexandra, M. and Sandra, R. (2017) Mobile marketing: Conceptualization and Research Review . Revista Escapios, 38 (61) 26-41
34. Olushola T. and Abiola J (2016). The Efficacy of Technology Acceptance Model: A Review of Applicable Theoretical Models in Information Technology Researches. Journal of Research in Business and Management 4 (11) pp: 70-83 ISSN(Online) : 2347-3002
35. Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404-414
36. Riquelme H. E, Rios. E and. Al Enezi S. O. (2011) Drivers of three SMS ad responses. Journal of Targeting, Measurement, and Analysis for Marketing Vol. 20, 1, 1–15
37. Riantinia R, Tjhinb V, Atmojo R (2021). How is The Adoption of Digital Marketing Services for Smart City Application Users? International Journal On Informatics Visualization. 5(1) 57-62
38. Sabokwigina D, Malima G and Mpogole H (2013). SMS advertising in Tanzania: factors affecting consumer attitudes. IST- Africa conference proceedings ISBN:978-1-905824-38-0
39. Slade, E., Williams, M., Dwivedi, Y., & Piercy, N. (2015a). Exploring consumer adoption of proximity mobile payments. Journal of Strategic Marketing, 23(3), 209-223.
40. Tanakinjal, G., H., Deans, K., R., Gray, B., J., (2011). Intention to Adopt Mobile Marketing: An Exploratory Study in Labuan, Asian Journal of Business Research, 1(1), pp. 9-21
41. Tamilmani K, Rana NP, Prakasam N et al (2019) The battle of Brain vs. Heart: A literature review and meta-analysis of "hedonic motivation" use in UTAUT2. International Journal of Information Management. 46: 222-235.
42. Tobbin, P. (2014). Investigating the Role of Attitude in the Adoption of Mobile Data Services. International Journal of E-Services and Mobile Applications, 6(1), 23–43. doi:10.4018/ijesma.2014010102
43. Uwamariya (2021) Determinants of Mobile Commerce Adoption in Developing Countries: Evidence from Rwanda. Retrieved from https://kups.ub.uni-koeln.de/54113/1/PhD%20Dissertation%20Marthe%20uwamariya.pdf
44. Venkatesh, Viswanath and Thong, James Y.L. and Xu, Xin, Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology (February 9, 2012). MIS Quarterly, Vol. 36, No. 1, pp. 157-178, 2012, Available at SSRN: https://ssrn.com/abstract=2002388
45. Yamane, T. 1967. Statistics, An Introductory Analysis, 2nd Ed., New York: Harper and Row
2. Abraham, J. (2018). Factors Influencing Adoption of Digital Marketing in Commercial Banks Operating in Tanzania: A Case of Dar -Es- Salaam City. European Journal of Business and Management Vol 7(2) p.44-62
3. Ajibade, P. (2018). Technology Acceptance Model Limitations and Criticisms: Exploring the Practical Applications and Use in Technology-related Studies, Mixed-Method, and Qualitative Researches. Library Philosophy and Practice, 2019(January). Available in https;// www. Researchgate.net.
4. Alm, H., Chotiyaputta, V., and Bejrakashem, S. (2022). Factors Influencing Mobile Payment Adoption By Silver Generation In Thailand And Sweden. Journal of Social Science research Asia 8(2). p: 22-44
5. Anandarajan, M and Simmers, A. (2005) Developing Human Capital through Personal Web Use in the Workplace: Mapping Employee Perceptions. Communications of the Association for Information Systems: 15(1)776-791
6. Arora, N., Malik, G., and Chawla, D. (2020). Factors Affecting Consumer Adoption of Mobile Apps in NCR: A Qualitative Study. Global Business Review, 21(1), 176-196. https://doi.org/10.1177/0972150919876748
7. Chille, F., Shayo, F., & Nasra, K. (2021).The Effects of perceived trust and ease of use in adoption of mobile marketing in telecomunication industry in Tanzania. American Scientific Research Journal for Engineering, Technology, and Sciences (ASRJETS), 76(1), 155-168
8. Chauhan, S. (2015), Acceptance of mobile money by poor citizens of India: integrating trust into the technology acceptance model. info, 17(3), 58-68. https://doi.org/10.1108/info-02-2015-0018
9. Choudrie, J., Junior, O., McKenna, B., Richter, S. (2018). Understanding and Conceptualizing the Adoption, Use and Diffusion of Mobile Banking in Older Adults: A Research Agenda and Conceptual Framework. Journal of Business Research. 88(1), 449-465 https://doi.org/10.1016/j.jbusres. 2017.11.029
10. Davis, D. (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3) 319-340
11. Davis, F. D., Bagozzi, R., P., & Warshaw, P. R. (1989). User Acceptance of computer technology. A Comparison of two theoretical models. Management Science,35,982-1003
12. Eneizan, B., Mohammed, A. G., Alnoor, A., Alabboodi, A. S., andEnaizan, O. (2019). Customer acceptance of mobile marketing in Jordan: An extended UTAUT2 model with trust and risk factors. International Journal of Engineering Business Management. https://doi.org/10.1177/1847979019889484
13. Engotoit B., Kituyi G. M., Moya M. B. (2016). Influence of Performance Expectancy on Commercial farmers’ Intention to Use Mobile-based Communication Technologies for Agricultural market Information Dissemination in Uganda. Journal of Systems and Information Technology, Vol. 18 Iss: 4
14. Fornell, C, and Larcker, F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388Gyankovandar (2022) Pilot Testing, Procedure Pilot testing, Questionnaire design, Questionnaire Administration, Content or Components of Questionnaire writing, Principles of Questionnaire. Retrieved from. http; www.gynkovandar.com.
15. Ghazali, E.M., Mutum, D.S., Chong, J.H. and Nguyen, B. (2018), "Do consumers want mobile commerce? A closer look at M-shopping and technology adoption in Malaysia", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 4, pp. 1064-1086. https://doi.org/10.1108/APJML-05-2017-0093
16. Gbongli K, Xu Y, Amedjonekou M (2019) Extended Technology Acceptance Model to Predict Mobile-Based Money Acceptance and Sustainability: A Multi-Analytical Structural Equation Modeling and Neural Network Approach. Sustainability. 11(13) p 3639. https://doi.org/10.3390/su11133639
17. Haq M.and Ghouri 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), 188-209.
18. Hall, J. (2018). Mobile Marketing strategy. Retrieved march,13, 2019, from htpp;//www.biznessapp. com/wp-content/uploads.
19. Hu, L.and Bentler, M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
20. Kombe, C. A., Yabu, N., Mwita, D. L., & Mbiha, G. E. (2020) Mobile Phone Payments and Demand for Cash: The Case of Tanzania. American Journal of Industrial and Business Management, 10, 1505-1573. DOI: 10.4236/ajibm.2020.108099.
21. Kharono B, Kaggiah. A, Mugo C,, Seeh D, Brandon L. Guthrie (2022). Mobile technology access and use among youth in Nairobi, Kenya: implications for mobile health intervention design. mHealth 2022;8 (7) pp 21-23 https://dx.doi.org/10.21037/m
22. Lin, Y., Liu, Y., Fan, W., Tuunainen, V. K. & Deng, S. (2021). Revisiting the relationship between smartphone use and academic performance: A large-scale study. Computers in Human Behavior, 122. https://doi.org/10.1016/j.chb.2021.106835
23. Lin, C.-H., Shih, H.-Y. and Sher, P.J. (2007), “Integrating technology readiness into technology acceptance: the TRAM model”, Psychology and Marketing, Vol. 24 No. 7, pp. 641-657, doi: 10.1002/mar.20177.
24. Lwoga, E. and Lwoga, N. (2017). User Acceptance of Mobile Payment: The Effects of User-Centric Security, System Characteristics and Gender. Electronic Journal of Information Systems in Developing Countries, 81(3) p 1-24.
25. Maduku D, MpinganjiraM, and Duh H (2016). Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework. International Journal of Information Management, 36(5) p 711-723.
26. Msavange M. (2015) Usage of Cell Phones in Morogoro Municipality, Tanzania. Journal of information engineering and Applications ISSN 2224-5782 (print) ISSN
27. Maisara S, Hamad, A. Yusuf, S. (2022) Effect of Consumers Perceived Risk on Online Purchasing Intention in Zanzibar: A Case of JUBIWADA. International Journal of Accounting, Finance and Risk Management. Vol. 7, No. 4, 2022, pp. 181-187. doi: 10.11648/j.ijafrm.20220704.16
28. Nyatsambo, M. (2021). Adoption and Usage of Mobile Marketing Practices to Promote Domestic Tourism: A Case of Zimbabwe’s Hospitality Sector. Unpublished Doctoral Thesis, University of KwaZulu-Natal
29. Nabot, A, Firas, O &Almousa, M. (2020). Perceptions of Smartphone Users’ Acceptance and Adoption of Mobile Commerce. Journal of Computer Science, 16 (10).p 532-542Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, US: Free Press
30. Ndyali, L (2014). “Consumer Perception and Attitude on Mobile Phone Market in Tanzania.” Journal of Marketing and Consumer Research. Vol 3 (10
31. Nysveen and Pedersen (2016) “Consumer adoption of RFID-enabled services. Applying an extended UTAUT model”DOI 10.1007/s10796-014-9531-4 Springer Science+Business Media New York 2014
32. Omar H. Hamad A, Yusuf S. (2022). Influence of Digital Marketing on Consumers’ Purchasing Decision in Tailoring Industries in Zanzibar: A Case of Special Department Industrial Development Unit (SDIDU). International Journal of Economic Behavior and Organization, 10(4), 106-112. https://doi.org/10.11648/j.ijebo.20221004.13
33. Oscar, R. Alexandra, M. and Sandra, R. (2017) Mobile marketing: Conceptualization and Research Review . Revista Escapios, 38 (61) 26-41
34. Olushola T. and Abiola J (2016). The Efficacy of Technology Acceptance Model: A Review of Applicable Theoretical Models in Information Technology Researches. Journal of Research in Business and Management 4 (11) pp: 70-83 ISSN(Online) : 2347-3002
35. Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404-414
36. Riquelme H. E, Rios. E and. Al Enezi S. O. (2011) Drivers of three SMS ad responses. Journal of Targeting, Measurement, and Analysis for Marketing Vol. 20, 1, 1–15
37. Riantinia R, Tjhinb V, Atmojo R (2021). How is The Adoption of Digital Marketing Services for Smart City Application Users? International Journal On Informatics Visualization. 5(1) 57-62
38. Sabokwigina D, Malima G and Mpogole H (2013). SMS advertising in Tanzania: factors affecting consumer attitudes. IST- Africa conference proceedings ISBN:978-1-905824-38-0
39. Slade, E., Williams, M., Dwivedi, Y., & Piercy, N. (2015a). Exploring consumer adoption of proximity mobile payments. Journal of Strategic Marketing, 23(3), 209-223.
40. Tanakinjal, G., H., Deans, K., R., Gray, B., J., (2011). Intention to Adopt Mobile Marketing: An Exploratory Study in Labuan, Asian Journal of Business Research, 1(1), pp. 9-21
41. Tamilmani K, Rana NP, Prakasam N et al (2019) The battle of Brain vs. Heart: A literature review and meta-analysis of "hedonic motivation" use in UTAUT2. International Journal of Information Management. 46: 222-235.
42. Tobbin, P. (2014). Investigating the Role of Attitude in the Adoption of Mobile Data Services. International Journal of E-Services and Mobile Applications, 6(1), 23–43. doi:10.4018/ijesma.2014010102
43. Uwamariya (2021) Determinants of Mobile Commerce Adoption in Developing Countries: Evidence from Rwanda. Retrieved from https://kups.ub.uni-koeln.de/54113/1/PhD%20Dissertation%20Marthe%20uwamariya.pdf
44. Venkatesh, Viswanath and Thong, James Y.L. and Xu, Xin, Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology (February 9, 2012). MIS Quarterly, Vol. 36, No. 1, pp. 157-178, 2012, Available at SSRN: https://ssrn.com/abstract=2002388
45. Yamane, T. 1967. Statistics, An Introductory Analysis, 2nd Ed., New York: Harper and Row
Published
2023-12-25
How to Cite
Nuru M., H., Kara, N., & Mohammed, S. (2023). Consumers‘ Intention to Adopt Mobile Marketing in Rural Areas. The Case of South Region in Unguja. European Scientific Journal, ESJ, 24, 815. Retrieved from https://eujournal.org/index.php/esj/article/view/17596
Section
ESI Preprints
Copyright (c) 2023 Haji Nuru M., Nassra Kara, Salum Mohammed
This work is licensed under a Creative Commons Attribution 4.0 International License.
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