Mobile Marketing Services: What’s influence Gen Y Consumers to accept it?

Mohammad Ismail, Razli Che Razak
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan

Fakhrul Anwar Zainol
Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin

Hasimi Sallehudin
Faculty of Information Science and Technology, Universiti Kebangsaan Malaysia


This study is examined the acceptance of mobile marketing services by measuring the consumers’ intention and actual usage of mobile marketing services. Grounded upon extended Theory of Planned Behaviour, this study develops the conceptual framework by examining the attitude, subjective norm, perceived behavioural control, intention and their actual usage. This study also attempts to identify the effects of risk perception on actual usage, which still scarcity of explanation in mobile marketing usage among Gen Y. A total of 800 questionnaires were distributed to the full-time university students of four universities in the Northern Region of Malaysia. Structural Equation Modelling (SEM) with AMOS is the main statistical technique used in this study. The study has revealed that attitude, subjective norm, perceived behavioural control, perceived risk and behavioural intention tend to influence generation Y usage of mobile marketing services. Based on the findings, the theoretical and practical implications of the study as well as limitations and suggestions for future studies are also discussed.

Keywords: Mobile marketing services, Acceptance, Attitude, Subjective norm, Perceived behavioural control, Perceived risk, Actual use