Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia
The study identified the relationships between technology acceptance and purchase intentions on movie mobile advertising among youth Twitter users in Malaysia. Technology Acceptance Model was used to predict the acceptance of computer-based technology based on technology use and usefulness among the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/47843/1/47843.pdf |
| _version_ | 1796974868103692288 |
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| author | Abu Bakar, Mohd Syuhaidi Bidin, Rosmiza |
| author_facet | Abu Bakar, Mohd Syuhaidi Bidin, Rosmiza |
| author_sort | Abu Bakar, Mohd Syuhaidi |
| collection | UPM |
| description | The study identified the relationships between technology acceptance and purchase intentions on movie mobile advertising among youth Twitter users in Malaysia. Technology Acceptance Model was used to predict the acceptance of computer-based technology based on technology use and usefulness among the group age in various fields. The objective of this study is to investigate the relationship between technology acceptance (use and usefulness) towards movie mobile advertising in Malaysia and purchase intention. Data was collected from 400 Twitter users in Malaysia using snowball sampling and was analyzed with statistical analysis (SPSS) using descriptive and correlation analysis. The findings of this paper advocate that technology acceptance; use and usefulness in movie mobile advertising contributed significantly towards movie purchase intention among youth aged 15 to 29 in the country. This paper introduces the contribution of use and usefulness in the study of communication utilizing mobile telecommunication technology among youth in Malaysia. |
| first_indexed | 2024-03-06T09:03:17Z |
| format | Article |
| id | upm.eprints-47843 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T09:03:17Z |
| publishDate | 2014 |
| publisher | Elsevier |
| record_format | dspace |
| spelling | upm.eprints-478432016-07-13T03:53:18Z http://psasir.upm.edu.my/id/eprint/47843/ Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia Abu Bakar, Mohd Syuhaidi Bidin, Rosmiza The study identified the relationships between technology acceptance and purchase intentions on movie mobile advertising among youth Twitter users in Malaysia. Technology Acceptance Model was used to predict the acceptance of computer-based technology based on technology use and usefulness among the group age in various fields. The objective of this study is to investigate the relationship between technology acceptance (use and usefulness) towards movie mobile advertising in Malaysia and purchase intention. Data was collected from 400 Twitter users in Malaysia using snowball sampling and was analyzed with statistical analysis (SPSS) using descriptive and correlation analysis. The findings of this paper advocate that technology acceptance; use and usefulness in movie mobile advertising contributed significantly towards movie purchase intention among youth aged 15 to 29 in the country. This paper introduces the contribution of use and usefulness in the study of communication utilizing mobile telecommunication technology among youth in Malaysia. Elsevier 2014 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/47843/1/47843.pdf Abu Bakar, Mohd Syuhaidi and Bidin, Rosmiza (2014) Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia. Procedia - Social and Behavioral Sciences, 130. pp. 558-567. ISSN 1877-0428 http://www.sciencedirect.com/science/article/pii/S1877042814029759 10.1016/j.sbspro.2014.04.065 |
| spellingShingle | Abu Bakar, Mohd Syuhaidi Bidin, Rosmiza Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia |
| title | Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia |
| title_full | Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia |
| title_fullStr | Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia |
| title_full_unstemmed | Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia |
| title_short | Technology acceptance and purchase intention towards movie mobile advertising among youth in Malaysia |
| title_sort | technology acceptance and purchase intention towards movie mobile advertising among youth in malaysia |
| url | http://psasir.upm.edu.my/id/eprint/47843/1/47843.pdf |
| work_keys_str_mv | AT abubakarmohdsyuhaidi technologyacceptanceandpurchaseintentiontowardsmoviemobileadvertisingamongyouthinmalaysia AT bidinrosmiza technologyacceptanceandpurchaseintentiontowardsmoviemobileadvertisingamongyouthinmalaysia |