影响中国青年消费者接受移动营销的因素分析
Tao (Tony) Gao amp; Fareena Sultan amp; Andrew J. Rohm
摘要：
目的——本文的目的是研究影响中国消费者对移动营销的接受因素
研究方法——作者从技术的接受使用和理论满足两方面分析影响因素的概念模型（包括移动平台的风险接受和个人设备的依赖关系）和基于与移动营销实践相关的有实际意义的营销模式。影响因素概念模型利用收集到的中国青年消费者数据进行相关测试。
发现——结果表明风险接受和个人依赖是影响接受移动营销的重要因素，并证明移动设备的规范使用是影响消费者接受移动营销的首要因素。
研究意义——该项研究仅限于中国青年消费者这个特定样本。研究表明个人依赖和风险接受是影响中国移动营销接受的重要因素，并且意识到基于影响因素和移动营销接受之间的移动活动的价值意义。
实际意义——结果表明了影响移动营销接受的有利因素和阻碍。这些因素包括信息提供的可能性、内容访问的可能性，内容共享的可能性、个人对移动设备的依赖程度。
原创性/价值——本文通过文献资料查找了解影响中国青年消费者接受移动营销的因素。该项研究从理论和实践两方面研究这个新兴且庞大的中国青年消费者市场接受移动营销的影响因素。
关键词：移动通信系统； 营销传播； 通讯技术；年轻成年人；中国；消费者行为；中国
1、介绍
Shankar、 Malthous、Sultan、Rohm等多名学者认为移动通信技术的发展已经促进品牌商与消费者互动新平台的产生。移动营销协会（MMA）在2006年将移动营销定义为：“移动营销就是利用无线通讯媒介作为传播内容、进行沟通的主要渠道，所进行的跨媒介营销。”越来越多的品牌经理认为基于各种形式的营销沟通与消费者互动移动终端将成为一个有吸引力的平台，如根据地理位置划分的个性化电视促销广告。譬如像苹果公司这样的移动通信和通信设备一直注重移动设备在营销传播中的使用。此外，学者Geng在2009年提出全球范围内的金融危机导致多数企业希望通过移动营销和广告降低广告费用。特别值得注意的是，中华人民共和国工业和信息化部公布截止2009年中国移动电话用户数已经达到7.198亿。
2、调查发展
我们用相同的调查手段对Sultan 等学者在2009年提出的研究模型进行相关测试希望得到新的概念模型。调查涵盖了等多个移动营销接受因素相关的结构概念。包括个人为了进入在线移动促销活动提供的个人信息所获得的风险接受感知、个人依赖程度（对移动设备的依赖性）、移动营销活动（信息提供、内容访问、内容共享）和移动营销实践验收。管理调查之前，它是有三个熟悉移动营销实践的外部高管助理调查研究课题。
总体而言，调查包括的70个问题根据性别、年龄和地区等因素分别衡量消费者对移动传播和营销手法的接受态度。 Bauer et al、Pagani,等学者指出每个构建体是从现有规模中具有代表性的大型项目应用于这项研究。为了研究的科学性，本文中所展示的图表是由专业人士翻译成英文。
3、理论意义
我们的研究结果可以延伸至营销传播和移动营销两个研究领域。首先，此报告的研究结果表明影响中国市场接受移动营销的两个关键因素是个人依赖程度和风险接受程度。其次，我们提出的模型关注基于影响因素和移动营销接受之间的有价值意义的营销活动。
4、结论
因此，从业人员应该重点考虑如何平衡移动营销提供的客户价值和顾客的风险接受程度之间的关系。一方面，基于移动空间的许可参与是追求个性化的即精准定位和有效的内容传播，
是消费者个人所需要的。另一方面，免费推送消费者所需要的移动广告内容，管理者需要注重个性化和信任机制以促进移动营销活动的实施参与。
在中国、印度这样的新兴市场，越来越多的人可以获得语音和数据的移动通信。即使消费能力在这些市场仍然仅限于服务或零售商品，但这并不妨碍促使这些消费者的市场参与和移动空间互动，尤其是3G网络的迅速崛起和手机的可用性日益增长的经济条件下。
在新兴市场品牌进入与竞争需要关注移动平台的广告效果和促销力度，比如移动营销活动的效果和移动设备的技术实现程度。此外，需要指出移动营销活动传播的价值和内容在移动营销影响因素中是可以理解与被接受（如娱乐性的内容、基于位置和移动设备等信息内容）。
外文文献出处：Journal of Consumer Marketing
附外文文献原文
Factors influencing Chinese youth consumers acceptance of mobile marketing
Abstract
Purpose– The purpose of this paper is to examine factors affecting consumers acceptance of mobile marketing in China.
Design/methodology/approach– The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing‐related and value‐based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers.
Findings– The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.
Research limitations/implications– The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors – including personal attachment and risk acceptance – related to acceptance of mobile marketing in the Chinese market and they emphasize the role of marketing‐related and value‐based mobile activity in mediating the relationships between antecedent factors and mobile marketing acceptance.
Practical implications– The findings illustrate the importance of recognizing the drivers of, and obstacles to, mobile marketing acceptance. These factors included the likelihood of providing information, likelihood of accessing content, likelihood of sharing content, level of risk acceptance, and level of personal attachment to ones mobile phone.
Originality/value– The paper adds to the growing literature on Chinese youth consumers by examining their acceptance of mobile marketing. The study reveals several implications for theory and practice relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging market.
Keywords: Mobile communication systems, Marketing communications, Communication technologies, Young adults, China, Consumer behavior, China
1、Introduction
Technology developments in mobile communications have begun to foster new platforms for brand‐consumer interactions (Shankar and Malthouse, 2007; Sultan and Rohm, 2005). The Mobile Marketing Association (MMA) defines mobile marketing as “the use of wireless media as an integrated content delivery and direct response vehicle within a cross‐media or standalone marketing communications program” (MMA, 2006). Increasingly, brand managers view mobile devices as an attractive platform from which to interact with consumers through various forms of marketing communications, including location‐based promotions and television‐style advertising. The success of mobile information and communication devices such as Apples iPhone has focused attention towards the use of mobile devices for marketing communications. Furthermore, the current financial crisis across the globe has led to even greater expectations for growth in mobile advertising and marketing as companies turn to this medium to save advertising costs (Geng, 2009). In particular, attention is increasingly focused on mobile marketing in China, where, according to its Ministry of Industry and Information Technology, the number of mobile subscriptions has reached 719.8 million in September 2009 (National Bureau of Statistics of China, 2009).
2、Survey development
As we sought to test
剩余内容已隐藏，支付完成后下载完整资料
Factors influencing Chinese youth consumers acceptance of mobile marketing
Abstract
Purpose– The purpose of this paper is to examine factors affecting consumers acceptance of mobile marketing in China.
Design/methodology/approach– The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing‐related and value‐based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers.
Findings– The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.
Research limitations/implications– The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors – including personal attachment and risk acceptance – related to acceptance of mobile marketing in the Chinese market and they emphasize the role of marketing‐related and value‐based mobile activity in mediating the relationships between antecedent factors and mobile marketing acceptance.
Practical implications– The findings illustrate the importance of recognizing the drivers of, and obstacles to, mobile marketing acceptance. These factors included the likelihood of providing information, likelihood of accessing content, likelihood of sharing content, level of risk acceptance, and level of personal attachment to ones mobile phone.
Originality/value– The paper adds to the growing literature on Chinese youth consumers by examining their acceptance of mobile marketing. The study reveals several implications for theory and practice relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging market.
Keywords: Mobile communication systems, Marketing communications, Communication technologies, Young adults, China, Consumer behavior, China
1、Introduction
Technology developments in mobile communications have begun to foster new platforms for brand‐consumer interactions (Shankar and Malthouse, 2007; Sultan and Rohm, 2005). The Mobile Marketing Association (MMA) defines mobile marketing as “the use of wireless media as an integrated content delivery and direct response vehicle within a cross‐media or standalone marketing communications program” (MMA, 2006). Increasingly, brand managers view mobile devices as an attractive platform from which to interact with consumers through various forms of marketing communications, including location‐based promotions and television‐style advertising. The success of mobile information and communication devices such as Apples iPhone has focused attention towards the use of mobile devices for marketing communications. Furthermore, the current financial crisis across the globe has led to even greater expectations for growth in mobile advertising and marketing as companies turn to this medium to save advertising costs (Geng, 2009). In particular, attention is increasingly focused on mobile marketing in China, where, according to its Ministry of Industry and Information Technology, the number of mobile subscriptions has reached 719.8 million in September 2009 (National Bureau of Statistics of China, 2009).
2、Survey development
As we sought to test the conceptual model developed in a prior study (Sultan et al., 2009) in a new setting (China), we drew our survey instruments from the same study (Sultan et al., 2009). The survey contained several constructs related to mobile marketing acceptance, including perceived risk acceptance, defined as the propensity for individuals to provide personal information in order to enter into online marketing promotions; personal attachment (or the degree ones mobile phone represents a personal and customized device); marketing‐related mobile activity (information provision, accessing content, and sharing content); and acceptance of mobile marketing practices. Prior to administering the survey, it was reviewed by three outside executives familiar with mobile marketing practice as well as a research assistant for clarity and applicability to the topic being investigated.
Overall, the survey consisted of 70 questions designed to gauge attitudes toward and acceptance of mobile communications and marketing practices, as well as classification questions related to gender, age and region. Each construct was represented by multiple scale items that were either adapted from existing scales (e.g. Bauer et al., 2005; Pagani, 2004) for application to the mobile setting or developed for this study where existing scales did not exist. Scale items are shown in Table I. The initial English survey was first translated into Chinese by two researchers (an author with a research assistant) and was then back translated into English by a third researcher (another research assistant) to ensure accuracy of translation.
3、Theoretical implications
The findings from our research extend the current marketing communications and mobile marketing literature in two areas. First, the findings reported here illustrate the role of two antecedent factors – including personal attachment and risk acceptance – related to acceptance of mobile marketing practices in the Chinese market. Second, our proposed model emphasizes the role of marketing‐related and value‐based mobile activity in mediating the relationships between these an
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