The impact of consumer innovativeness and perceived attribute on consumer attitude and mobile marketing acceptance among generation Y consumers / Noor Muth'iah Kipli

Mobile devices such as smartphones and tablets could not be separated from the community of today. In fact, the mobile marketing is currently an important part of the daily life of all groups of societies, regardless of age, and particularly among the teenagers or Generation Y consumers. The objective of this study was to investigate the relationship between the consumer innovativeness, consumer perception factors (including perceived usefulness, ease of use and enjoyment), consumer attitude and mobile marketing acceptance. Other than that, this study also documented the acceptance of generation Y consumer towards mobile marketing. For this quantitative research, the survey was carried out by distributing questionnaires to a total of 300 respondents from generation Y group, mainly aged between 21 — 38 via direct (face-to-face). There were four independent variables identified in this study, namely, the consumer innovativeness, perceived usefulness, percetved ease of use and perceived enjoyment. Meanwhile, the mediating variable involved was the consumer attitude and lastly, mobile marketing acceptance as the dependent variable. Each variable was tested and the relationship with the dependent variables was measured. In order to interpret the data findings, different SPSS analyses and measures such as reliability test, factor analysis, correlation and regression were carried out. Although the results showed that all the related variables significantly correlated to each other, regression analysis showed that only perceived ease of use had not influenced the acceptance of mobile marketing among generation Y consumers. The findings of this study can be used by other marketers to design and develop a competitive marketing model that will help them to understand more about the acceptance of mobile marketing among generation Y consumers.