Consumer Behaviour towards Acceptance of Mobile Marketing
Yap Ching Kiat, Behrang Samadi, Hamed Hakimian

Abstract
As the Smart phone technology continues to advance, the Smart phone has emerged and become ubiquitous. With high penetration of the Smart phone in Malaysia, it facilitates the mobile marketing channel to deliver advertisements to the consumers. The purpose of this study is to investigate the enabling factors that influence consumers’ behavior to accept mobile marketing by using the revised Unified Theory of Acceptance and Use of Technology (UTAUT) model. The UTAUT model consists of the independent variables of Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Condition (FC), and the dependent variable is the acceptance of technology, which in this study, is the Acceptance of Mobile Marketing. The quantitative research approach is used in the study to statistically examine consumer behavior towards the acceptance of mobile marketing. The sample size of 109 Malaysian respondents was used to test the hypotheses. The findings of the study revealed that half of the independent variables in UTAUT model have significant positive effect on the Acceptance of Mobile Marketing. The result of the findings is that variables of Performance Expectancy and Effort Expectancy have significant positive effect on Acceptance of Mobile Marketing, while Social Influence and Facilitating Condition do not have significant positive effect on Acceptance of Mobile Marketing.

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