Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets☆

摘要: Abstract The purpose of this study is to examine factors affecting consumers' acceptance mobile marketing across two global markets. Drawing upon technology and uses gratifications theories, we develop estimate a conceptual model the influences antecedent (including risk related platform personal attachment devices) on behavioral intent practice. We further propose that above relationships are mediated by activities consumers engage in such as downloading, forwarding content registering with firms. Focusing youth consumers, empirically test using data collected both an established (U.S.) emerging market (Pakistan). Findings these markets reflect cross-market similarities differences consumer factors. draw implications from findings theory