The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services

The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services

This study was carried out to determine the relationships between attitudes, subjective norm on their intention to use mobile marketing. It is quantitative research with the use of random sampling method choose among polytechnic students. The result was analysed by the reliability analysis, factor a...

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Main Author: Nor Farhany, Ahmad
Format: Thesis
Language:eng
eng
Published: 2014
Subjects:
HF5001-6182 Business
TK6570 Mobile Communication System.
Online Access:https://etd.uum.edu.my/4080/1/s812387.pdf
https://etd.uum.edu.my/4080/2/s812387_abstract.pdf
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id my-uum-etd.4080
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Abdullateef, Aliyu Olayemi
topic HF5001-6182 Business
TK6570 Mobile Communication System.
spellingShingle HF5001-6182 Business
TK6570 Mobile Communication System.
Nor Farhany, Ahmad
The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
description This study was carried out to determine the relationships between attitudes, subjective norm on their intention to use mobile marketing. It is quantitative research with the use of random sampling method choose among polytechnic students. The result was analysed by the reliability analysis, factor analysis, Pearson coefficient correlation test and multiple regression analysis. Results of the research showed that attitude and subjective norm have a straight positive relationship with behavioural intention to use mobile marketing. However, when attitude and subjective norm influent by student experience, the relationship between attitude, subjective norm and behavioural intention become more significance. The suggested model can explain on the important factors determining the behavioural intention to use mobile marketing.
format Thesis
qualification_name masters
qualification_level Master's degree
author Nor Farhany, Ahmad
author_facet Nor Farhany, Ahmad
author_sort Nor Farhany, Ahmad
title The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
title_short The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
title_full The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
title_fullStr The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
title_full_unstemmed The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
title_sort relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2014
url https://etd.uum.edu.my/4080/1/s812387.pdf
https://etd.uum.edu.my/4080/2/s812387_abstract.pdf
_version_ 1747827676737961984
spelling my-uum-etd.40802022-08-03T03:30:39Z The relationship between students’ attitudes and subjective norm on their intention to use mobile marketing services 2014 Nor Farhany, Ahmad Abdullateef, Aliyu Olayemi Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5001-6182 Business TK6570 Mobile Communication System. This study was carried out to determine the relationships between attitudes, subjective norm on their intention to use mobile marketing. It is quantitative research with the use of random sampling method choose among polytechnic students. The result was analysed by the reliability analysis, factor analysis, Pearson coefficient correlation test and multiple regression analysis. Results of the research showed that attitude and subjective norm have a straight positive relationship with behavioural intention to use mobile marketing. However, when attitude and subjective norm influent by student experience, the relationship between attitude, subjective norm and behavioural intention become more significance. The suggested model can explain on the important factors determining the behavioural intention to use mobile marketing. 2014 Thesis https://etd.uum.edu.my/4080/ https://etd.uum.edu.my/4080/1/s812387.pdf text eng public https://etd.uum.edu.my/4080/2/s812387_abstract.pdf text eng public masters masters Universiti Utara Malaysia A., “Mobile Permission Marketing: Framing the Market Inquiry“, International Journal of Electronic Commerce, Vol. 8, No. 1, 2003, pp. 55-79. A. A. Ahmad and Steve (2013) “Factors Influencing Students‟ Acceptance of MLearning: An Investigation in Higher Education”. Ajzen and M. Fishbein, Understanding attitudes and predicting social behavior, Eagle Wood Cliffs, NJ: Prentice Hall, 1980. Ajzen, I. “The theory of planned behavior. 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