Consumer attitudes towards mobile marketing in the smart phone era

作者：

Highlights：

• Smart phones mean that mobile phones have become more important to consumers’ lives.

• Consumers remain resistant to mobile marketing.

• Permission marketing, trust, control and website content affect acceptance.

• QR codes, as pull marketing, have potential for success.

• Use of QR codes depends on ease of use, utility, incentives, and benefits.

摘要

•Smart phones mean that mobile phones have become more important to consumers’ lives.•Consumers remain resistant to mobile marketing.•Permission marketing, trust, control and website content affect acceptance.•QR codes, as pull marketing, have potential for success.•Use of QR codes depends on ease of use, utility, incentives, and benefits.

论文关键词：Mobile marketing,QR codes,Pull technologies,Permission-based marketing

论文评审过程：Available online 27 July 2013.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2013.06.004