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How Does Smartphones Affect Consumer Behaviour

2820 Words12 Pages

CHAPTER 1: INTRODUCTION

1.0 INTRODUCTION
The research is conduct to explore the factors influencing young consumer’s acceptance of mobile marketing in the smartphone era. This chapter will start with research backgrounds, problem statements, research questions, research objectives, significant of the study and hypothesis.

1.1 RESEARCH BACKGROUND
Smartphones are a combination of personal device assistants and mobile phones that use advance operating systems and performs many of the computer functions that allow users to install new applications, having touchscreen interface and internet access. Nowadays, majority of people would do anything at their fingertips such as sending message, searching information, enjoying entertainment and maintaining social network by using online in their routine lives with the existence of …show more content…

Young consumers also are more easily to be encourage to subscribe new promotional package or service as they are easily attracted in this rapid change trend in mobile applications ( Ng, Voges, & Goi, 2010). According to Deans and Gray (2010), using mobile especially smartphones as a medium form of marketing communications is the evolution of e-commerce. Hence, it is essential to know what factors that influence young consumer’s acceptance of mobile marketing in smartphone era.
1.2 PROBLEM STATEMENT
Mobile marketing has created large opportunity for business or industries with the high penetration rate of smartphone as it becomes important communication tools in Malaysian society. There are more marketing opportunities for marketers to reach and serve their customer with the widespread adoption of mobile phones especially among young consumers (Persaud & Azhar,

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