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Applying Technology Acceptance Model to Investigate the Use of Smartphone Advertising in Malaysia

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  • Muhammad Tahir Jan
  • Johan W de Jager
  • Alileche Mohamed Ameziane
  • Naheed Sultan

Abstract

The rapid development of internet, mobile information technologies and communications keep offering unprecedented concepts in the way people use new technology and communicate information. This also applies to Malaysia where this study was performed. The main objective of this paper is to investigate which factors affect the use of smartphone advertising most. For this purpose, four main services providers, namely, U-mobile, Maxis, DiGi and Celcom, were selected for data collection. A self-administered questionnaire was distributed through a convenience sampling to 400 smartphone users in a pre-defined area of Malaysia. Three hundred and forty usable questionnaires were used for the purpose of the data analysis. First, descriptive analysis is undertaken followed by a reliability test and exploratory factor analysis. Second, a two-step structural equation modelling approach is adopted where confirmatory factor analysis (CFA) was conducted followed by hypotheses testing. The results indicate that perceived usefulness has a stronger impact on attitude towards smartphone advertising followed by subjective knowledge. Furthermore, attitude towards smartphone advertising also resulted in a significant influence on the use of smartphone advertising. The findings of this study not only contribute to the knowledge but could also assist policymakers with informed decisions about market penetration.

Suggested Citation

  • Muhammad Tahir Jan & Johan W de Jager & Alileche Mohamed Ameziane & Naheed Sultan, 2019. "Applying Technology Acceptance Model to Investigate the Use of Smartphone Advertising in Malaysia," Journal of Economics and Behavioral Studies, AMH International, vol. 11(1), pages 202-210.
    • Handle: RePEc:rnd:arjebs:v:11:y:2019:i:1:p:202-210
    DOI: 10.22610/jebs.v11i1(J).2760
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    References listed on IDEAS

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    Cited by:

    1. Ghouri, Arsalan Mujahid & Akhtar, Pervaiz & Haq, Mirza A. & Mani, Venkatesh & Arsenyan, Gayane & Meyer, Martin, 2021. "Real-time information sharing, customer orientation, and the exploration of intra-service industry differences: Malaysia as an emerging market," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    2. Yaprak, Ümit & Kılıç, Fatih & Okumuş, Abdullah, 2021. "Is the Covid-19 pandemic strong enough to change the online order delivery methods? Changes in the relationship between attitude and behavior towards order delivery by drone," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    3. Tan, Xueping & Wang, Xinyu & Zaidi, Syed Haider Ali, 2019. "What drives public willingness to participate in the voluntary personal carbon-trading scheme? A case study of Guangzhou Pilot, China," Ecological Economics, Elsevier, vol. 165(C), pages 1-1.

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