The Suggested Model for Strengthening the Chances of the Egyptian Consumer Acceptance of Mobile Marketing

Adel M. Tareeh, Mervat M. Al-Sa'eed

Abstract


This study tried basically to suggest a model for strenghenic the chances of the Egyptian consumer ' acceptance of mobile marketing. To achieve this , the two researchers aimed to determine the impact of the Egyptian consumer's marketing-related mobile activities (including: providing information, accessing Content, and sharing content) as a mediator variable in the relationship among risk acceptance ,ease of use, and privacy concerns (independent variables) on the level of acceptance of mobile Marketing (dependent variable) . And across a field study a sample of 391 youth consumers who uses a smart mobile , between the ages of 16 and even 35 years old and living in the Sharkia governance ,and by using path analysis, a two researchers concluded a several conclusions , including: the Egyptian consumer's marketing-related mobile activities (including: providing information, accessing Content, and sharing content) as a mediator reduces the strength of the positive relationship between risk acceptance and the level of acceptance of mobile Marketing. "while the variable of providing information increasing the strength of the positive relationship between risk acceptance and the level of acceptance of mobile Marketing.

Keywords


providing information, accessing Content, and sharing content, risk acceptance, acceptance of mobile marketing, Mobile.

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