Attitudes Toward and Behavioral Intentions to Adopt Mobile Marketing: Comparisons of Gen Y in the United States, France and China

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel.

Attitudes Toward and Behavioral Intentions to Adopt Mobile Marketing: Comparisons of Gen Y in the United States, France and China

Rebecca Wells, Catherine E. Kleshinski and Terence Lau

Abstract:

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y...

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