Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework

作者：

Highlights：

• The paper examines the key drivers of mobile marketing adoption intention.

• A multi-perspective framework rooted in TOE framework was developed and tested.

• Data was randomly sourced from 205 small-medium-sized enterprises in South Africa.

• Data was analysed using structural equation modelling.

• The framework possesses substantial explanatory power to explain adoption intention.

• Among the important drivers of intention perceived top management support was the strongest.

摘要

•The paper examines the key drivers of mobile marketing adoption intention.•A multi-perspective framework rooted in TOE framework was developed and tested.•Data was randomly sourced from 205 small-medium-sized enterprises in South Africa.•Data was analysed using structural equation modelling.•The framework possesses substantial explanatory power to explain adoption intention.•Among the important drivers of intention perceived top management support was the strongest.

论文关键词：Mobile marketing,Adoption intention,Technology-organisation-environment (TOE),Small-medium-sized enterprises (SMEs),South Africa

论文评审过程：Received 4 February 2016, Revised 26 April 2016, Accepted 28 April 2016, Available online 8 May 2016, Version of Record 8 May 2016.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2016.04.018