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Consumer Acceptance of Mobile Marketing: A Study of Three Generation Cohorts in Jakarta

Author

Listed:
  • Rini Setiowati*

    (Creative Marketing Program, Management Department, BINUS Business School Master Program, Bina Nusantara University Jakarta, Indonesia)

  • Giuliano Octavianos

    (Business Management & Marketing Program, Management Department, BINUS Business School International Undergraduate Program, Bina Nusantara University Jakarta, Indonesia)

Abstract

This research aims to examine the factors influencing mobile marketing acceptance in three generation cohorts in Jakarta, Indonesia, and to confirm the influence of risk acceptance and personal attachment as antecedent factors toward mobile marketing acceptance with the support of marketing-related mobile activities. This study employs Cronbach’s alpha to test reliability and confirmatory factor analysis (CFA) to test the validity of the questionnaire. Furthermore, this study used simple and multiple regression analysis and mediating analysis and analysis of variance (ANOVA) to examine whether there are any significant differences between three generation cohorts towards risk acceptance, personal attachment, and mobile marketing acceptance. The results show that risk acceptance and personal acceptance significantly affect mobile marketing-related activities, and mobile marketing-related activity has a significant influence toward mobile marketing acceptance. However, among all the variables, only mobile activity related to accessing content significantly mediates personal attachment to mobile marketing acceptance.

Suggested Citation

  • Rini Setiowati* & Giuliano Octavianos, 2020. "Consumer Acceptance of Mobile Marketing: A Study of Three Generation Cohorts in Jakarta," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 6(1), pages 21-26, 01-2020.
    • Handle: RePEc:arp:tjssrr:2020:p:21-26
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