Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22680 |
Resumo: | The aim of this thesis is to explore smartphone users’ dimensions of mobile marketing acceptance and to understand which of these dimensions are relevant in explaining the intention to participate in mobile marketing. A cross-country analysis is performed of The Netherlands and Portugal assessing differences between the two countries while taking into account their cultural values. The cultural values are measured on an individual level with the scales established by Yoo, Donthu, and Lenartowicz (2011). Scales of Persaud and Azhar (2012) are employed to measure mobile marketing acceptance and the intention to participate in mobile marketing. The study is exploratory as well as quantitative, which included data collection through an online survey with 252 respondents. The results show that mobile marketing acceptance dimensions positively influence the intention to participate in mobile marketing. Perceived value is among smartphone users the main determinant of the intention to participate in mobile marketing. This is valid for both countries and the perceived value does not differ, implying no cross-national differences. Still, the Dutch smartphone users are more intent to participate in mobile marketing than the Portuguese smartphone users. The Dutch shopping styles are more consistent with mobile marketing, whereas for Portuguese smartphone users brand trust is essential in order to feel more comfortable with mobile marketing. Cultural values enable to understand these findings, especially for managers in Portugal. A study that further explores the influence of cultural values on mobile acceptance is suggested for future research. |
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Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examinationDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe aim of this thesis is to explore smartphone users’ dimensions of mobile marketing acceptance and to understand which of these dimensions are relevant in explaining the intention to participate in mobile marketing. A cross-country analysis is performed of The Netherlands and Portugal assessing differences between the two countries while taking into account their cultural values. The cultural values are measured on an individual level with the scales established by Yoo, Donthu, and Lenartowicz (2011). Scales of Persaud and Azhar (2012) are employed to measure mobile marketing acceptance and the intention to participate in mobile marketing. The study is exploratory as well as quantitative, which included data collection through an online survey with 252 respondents. The results show that mobile marketing acceptance dimensions positively influence the intention to participate in mobile marketing. Perceived value is among smartphone users the main determinant of the intention to participate in mobile marketing. This is valid for both countries and the perceived value does not differ, implying no cross-national differences. Still, the Dutch smartphone users are more intent to participate in mobile marketing than the Portuguese smartphone users. The Dutch shopping styles are more consistent with mobile marketing, whereas for Portuguese smartphone users brand trust is essential in order to feel more comfortable with mobile marketing. Cultural values enable to understand these findings, especially for managers in Portugal. A study that further explores the influence of cultural values on mobile acceptance is suggested for future research.O objectivo da presente tese é o de explorar a aceitação de marketing no telemóvel por parte dos utilizadores, bem como aferirquais das dimensões deste construto são mais relevantes para explicar a intenção de participarnas campanhas de que são alvo. O estudo foi realizado em Portugal e na Holanda, com o objetivo de perceber se existem diferenças tendo em conta os seus valores culturais. Estes valores são medidos a nível individual através das escalas de Yoo, Donthu, and Lenartowicz (2011). As escalas de Persaud and Azhar (2012) são utilizadas para medir a aceitação do marketing nos telemoveis. O estudo é exploratório e quantitaivo e a recolha de dados foi feita através de um inquérito online que contou com online 252 respondentes. Os resultados revelam que a aceitação do marketing no telemóvel influencia de forma positiva a intenção de participar por parte dos utilizadores. O valor percebido é o maior determinante na intenção de participar neste tipo de marketing. Esta conclusão é válida para ambos os países. Ainda assim, os utilizadores de telemóvel holandeses revelam uma maior intenção de participar neste tipo de marketing do que os portugueses. O estilo de compra dos holandeses é mais consistente com o marketing movel, enquanto que para os portugueses a confiança na marca é fundamental para que estes se sintam mais confortáveis e aderirem. Os valores culturais não são expressivos, especialmente em Portugal. Futuramente sugere-se que seja explorado com maior profundidade a influencia dos valores culturais na aceitação do marketing através de telemóvel.Afonso, Ana Carolina BaptistaVeritati - Repositório Institucional da Universidade Católica PortuguesaPlasse, Kim van de2017-07-31T09:42:15Z2017-07-1820172017-07-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22680TID:201725673enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:54Zoai:repositorio.ucp.pt:10400.14/22680Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:48.823584Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
title |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
spellingShingle |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination Plasse, Kim van de Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
title_full |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
title_fullStr |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
title_full_unstemmed |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
title_sort |
Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination |
author |
Plasse, Kim van de |
author_facet |
Plasse, Kim van de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Afonso, Ana Carolina Baptista Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Plasse, Kim van de |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The aim of this thesis is to explore smartphone users’ dimensions of mobile marketing acceptance and to understand which of these dimensions are relevant in explaining the intention to participate in mobile marketing. A cross-country analysis is performed of The Netherlands and Portugal assessing differences between the two countries while taking into account their cultural values. The cultural values are measured on an individual level with the scales established by Yoo, Donthu, and Lenartowicz (2011). Scales of Persaud and Azhar (2012) are employed to measure mobile marketing acceptance and the intention to participate in mobile marketing. The study is exploratory as well as quantitative, which included data collection through an online survey with 252 respondents. The results show that mobile marketing acceptance dimensions positively influence the intention to participate in mobile marketing. Perceived value is among smartphone users the main determinant of the intention to participate in mobile marketing. This is valid for both countries and the perceived value does not differ, implying no cross-national differences. Still, the Dutch smartphone users are more intent to participate in mobile marketing than the Portuguese smartphone users. The Dutch shopping styles are more consistent with mobile marketing, whereas for Portuguese smartphone users brand trust is essential in order to feel more comfortable with mobile marketing. Cultural values enable to understand these findings, especially for managers in Portugal. A study that further explores the influence of cultural values on mobile acceptance is suggested for future research. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-07-31T09:42:15Z 2017-07-18 2017 2017-07-18T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/22680 TID:201725673 |
url |
http://hdl.handle.net/10400.14/22680 |
identifier_str_mv |
TID:201725673 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131880897904640 |