Fine, M. & M. Clark (2014)
Journal of Digital & Social Media Marketing
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Abstract
The use of mobile technology has increased dramatically in recent years. Marketers are looking to capitalise on this new form of technology by providing consumers with the information they desire on their mobile devices. This study answers the question of what influences a consumer’s attitude to receiving news through mobile applications. User characteristics, such as willingness to conform and attitude toward technology, combined with mobile application characteristics, such as usability and alert provision, are considered for their impact on the dependent variable. The study analyses the results of an online survey, using regression. The results suggest that attitude toward technology is the most important factor contributing to a consumer’s attitude to receiving news through mobile applications.
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