本文旨在识别影响移动用户在中国能接受移动营销的因素有哪些。在文献综述的基础上，提出了一个框架，并利用150名中国移动用户的调查数据对该框架进行了测试。测试结果表明：（1）不同年龄，（2）不同职业，（3）不同收入水平，（4）不同居住区域，消费者对移动营销的接受程度存在显著差异。此外，感知有形因素、感知可靠性因素、感知应答、感知保证和感知移情对顾客接受移动营销有显著影响。
This dissertation aims to identify factors that affect mobile users’ acceptance of mobile marketing in China. Based on the literature review, a framework is proposed and then tested using the data collected from a survey conducted among 150 Chinese mobile users. The testing results indicate that customers’ acceptance of mobile marketing is significantly different given (1) different age, (2) different occupation, (3) different income level and (4) different living area. Besides, the perceived tangible factor, perceived reliability factor, perceived responseness, perceived assurance and perceived empathy have significant impact on customers’ acceptance of mobile marketing.
Contents目录
Abstract 1
Chapter 1 Introduction 41.1 Background 4
1.2 Research motivation and objective 7
1.3 Structure of dissertation 9
Chapter 2 Literature Review 11
2.1 MMassic theories 11
2.1.1 Technology Acceptance Model 11
2.1.2 Innovation Diffusion Theory 12
2.1.3 Service quality framework 13
2.2 Previous studies on customers’ acceptance of mobile services 16
Chapter 3 Methodology 30
3.1 Research strategy 31
3.1.1. Standardized research 31
3.1.2. Case study 31
3.1.3 Research procedure 33
3.2 Samples and investigations 34
3.2.1 Questionnaire design 34
3.2.2 Sample survey implementation 35
3.3 Methodologies 36
3.3.1 Analysis methods 36
3.3.2 Study variables Measurement 38
Chapter 4 Data analysis and findings 45
4.1 Sample Statistics 45
4.2 Questionnaire validity and reliability testing 46
4.2.1 Reliability Analysis 46
4.2.2 Validity analysis 49
4.3 hypotheses testing 51
4.3.1 Correlation Analysis 51
4.3.2 Regression analysis 53
4.3.3 Test results 60
Chapter 5 Conclusion 61
5.1 Summary of research process and outcome 61
5.2 limitations of the study 62
5.3 recommendations 63
Chapter 6 Reflection 65
Reference 67
Appendix 1 – Questionnaire 72
Perceived usefulness of mobile internet 74
Perceived ease of mobile internet 75
Perceived service quality 76
Perceived risk 77
Social influence 78
Thanks for your cooperation and you opinion matters!!!!!! 79
Award a Mark (A, B, C, or F) for each section to reach an overall Mark (please refer Post Graduate Dissertation Assessment Criteria Matrix 2008-09) 80
Award a Mark for each section to reach an overall Mark (please refer Post Graduate Dissertation Assessment Criteria Matrix 2008-09) 84
Chapter 1 Introduction第一章节介绍
1.1 Background
由于移动互联网、WIFI和3G技术的迅猛发展，如今的手机不仅仅可以用于打电话和接收电话。例如，短消息服务（SMS）是移动服务的早期应用，它能够携带包含图像和文字的信息。所有手机支持SMS，并为SMS相关的移动广告创造了一个大市场。3G技术使移动电话能够提供更加复杂的信息，如视频、高质量图片和音频。例如，多媒体消息服务（MMS），它基本上是一种改进的短消息服务，除了纯文本外，还包括图形照片、音频和视频。目前，大多数移动电话都能够发送或接收多媒体消息，但是MMS并没有得到全世界网络运营商的普遍支持，尤其是在一些发展中国家。Mobile phones nowadays can be utilized for much more than just making and receiving phone calls given the dramatic development of mobile internet, WIFI and 3G technologies. For example, Short Message Service (SMS) is early applications of mobile service, which is able to carry information containing images and words. All mobile phones support SMS, and it creates a large addressable market for SMS related mobile advertising. 3G technologies enable mobile phones to deliver much more complicated information, such as videos, high quality pictures and audios. For example, Multimedia Message Service (MMS), which is basically an improved short message service, which inMMude graphic photos, audio and video in addition to plain text. Nowadays, majority of mobile phones are able to send or receive multimedia message, but MMS is not universally supported by network operators around the world, especially in some developing countries.
Reference 文献
Agarwal, R. and Prasad, J., 1997. The role of innovation characteristics, and perceived voluntariness in the acceptance of information technologies. Decision Sciences, 28(3), pp. 557–582.Bina, M. and Glaglis, G. (2007), Perceived value of usage patterns
