Innovation characteristics, perceived risk, permissibility and trustworthiness in the adoption of mobile marketing

Journal of Convergence Information Technology

Volumn 5, Issue 2, 2010, Pages 112-123

  Tanakinjal, Geoffrey H ^a   Deans, Kenneth R ^a   Gray, Brendan J ^a  

^a UNIVERSITY OF OTAGO   (New Zealand)

Author keywords

And adoption process; Mobile marketing; Perceived risk; Permissibility; Trustworthiness

Indexed keywords

ADOPTION PROCESS; INNOVATION CHARACTERISTICS; LOCATION DATA; MARKETING TOOLS; MOBILE MARKETING; PERCEIVED RISK; PRIVACY CONCERNS; SMS MESSAGES; STRUCTURAL EQUATION MODELING;

MOBILE DEVICES;

MARKETING;

EID: 78651596630     PISSN: 19759320     EISSN: None     Source Type: Journal    
DOI: 10.4156/jcit.vol5.issue2.13     Document Type: Article

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