This study examines the acceptance of mobile applications, marketing and non-marketing, among men and women of various age groups, mobile phone usage rates and cell phone attachment groupings. The study found that younger cell phone users were more likely to accept mobile applications. Differences in acceptance by men and women were found in only three of the eight applications tested. Mobile phone users with high usage rates and those with high cell phone attachment scores were also more willing to accept mobile applications.
Consumer perceptions of marketing and non-marketing communications received via mobile technolgy
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Published 2010-10-30
Pages 20-26
Abstract
Keywords
Consumer
Communication
Technology
Perception
References
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