Mobile Marketing: An Attitudinal Study of the Commercial Consumer in the Province of Tungurahua
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Abstract
The objective of this work was to integrate the theory of planned behavior (TPB), the technology acceptance model (TAM) to predict the viral attitudes, intentions and behavior of young consumers of Tungurahua. A survey was applied to 385 university students in the province of Tungurahua. The data were subjected to statistical analyzes including Pearson's correlation, structural equation modeling, and linear regression using SPSS statistical software. The test results of the SEM model confirmed the chain of viral attitudes of young consumers towards the intentions of real behavior. The subjective norm, perceived cost, and pleasure were significant predictors of their viral attitudes. Their viral attitudes, perceived usefulness, and subjective norm predicted their intention to convey entertaining electronic messages. Their intention to forward useful e-mails was determined by their viral attitudes, perceived usefulness, and market maneuvering. the aforementioned factors predicted their mobile behavior in the market.
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Johanna Gabriela Chiluisa-Chiluisa, Universidad Técnica de Ambato - Ecuador
Graduated in Marketing and Business Management, several participations in workshops, conferences and courses in reference to digital marketing and entrepreneurship. Passionate about mobile marketing as a means of direct communication to effectively reach consumers.
Elias David Caisa-Yucailla, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0003-4168-4800
Coordinator of the Liaison Unit of the Faculty of Administrative Sciences, Professor of the Technical University of Ambato, Faculty of Administrative Sciences, Master in Public Management, Commercial Engineer, Technician in Public Procurement at the Municipal GAD of Patate, Manager of the Micro-business Association "AMISPRO" in the Municipal GAD of Ambato. Tutor of the Leveling Courses Technical University of Ambato, Faculty of Electronic and Industrial Systems Engineering (SNNA-UTA). Born in Ambato - Ecuador, on May 11, 1981
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