Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia

The rapid development of internet, mobile information technologies and communications keep offering unprecedented concepts in the way people use new technology and communicate information. This also applies to Malaysia where this study was performed. The main objective of this paper is to investigat...

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Main Authors:	Jan, Muhammad Tahir, Jager, Johan W de, Ameziane, Alileche Mohamed, Sultan, Naheed
Format:	Article
Language:	English
Published:	AMH International 2019
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/76464/ http://irep.iium.edu.my/76464/ http://irep.iium.edu.my/76464/1/Applying%20Technology%20Acceptance%20Model%20to%20Investigate%20the%20Use%20of%20Smartphone%20Advertising%20in%20Malaysia.pdf

id	iium-76464
recordtype	eprints
spelling	iium-764642019-12-20T01:34:37Z http://irep.iium.edu.my/76464/ Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia Jan, Muhammad Tahir Jager, Johan W de Ameziane, Alileche Mohamed Sultan, Naheed HF5001 Business. Business Administration The rapid development of internet, mobile information technologies and communications keep offering unprecedented concepts in the way people use new technology and communicate information. This also applies to Malaysia where this study was performed. The main objective of this paper is to investigate which factors affect the use of smartphone advertising most. For this purpose, four main services providers, namely, U-mobile, Maxis, DiGi and Celcom, were selected for data collection. A self-administered questionnaire was distributed through a convenience sampling to 400 smartphone users in a pre-defined area of Malaysia. Three hundred and forty usable questionnaires were used for the purpose of the data analysis. First, descriptive analysis is undertaken followed by a reliability test and exploratory factor analysis. Second, a two-step structural equation modelling approach is adopted where confirmatory factor analysis (CFA) was conducted followed by hypotheses testing. The results indicate that perceived usefulness has a stronger impact on attitude towards smartphone advertising followed by subjective knowledge. Furthermore, attitude towards smartphone advertising also resulted in a significant influence on the use of smartphone advertising. The findings of this study not only contribute to the knowledge but could also assist policymakers with informed decisions about market penetration. AMH International 2019-02 Article PeerReviewed application/pdf en http://irep.iium.edu.my/76464/1/Applying%20Technology%20Acceptance%20Model%20to%20Investigate%20the%20Use%20of%20Smartphone%20Advertising%20in%20Malaysia.pdf Jan, Muhammad Tahir and Jager, Johan W de and Ameziane, Alileche Mohamed and Sultan, Naheed (2019) Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia. Journal of Economics and Behavioral Studies, 11 (1). pp. 202-210. ISSN 2220-6140 https://ojs.amhinternational.com/index.php/jebs/article/view/2760/1820
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Jan, Muhammad Tahir Jager, Johan W de Ameziane, Alileche Mohamed Sultan, Naheed Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia
description	The rapid development of internet, mobile information technologies and communications keep offering unprecedented concepts in the way people use new technology and communicate information. This also applies to Malaysia where this study was performed. The main objective of this paper is to investigate which factors affect the use of smartphone advertising most. For this purpose, four main services providers, namely, U-mobile, Maxis, DiGi and Celcom, were selected for data collection. A self-administered questionnaire was distributed through a convenience sampling to 400 smartphone users in a pre-defined area of Malaysia. Three hundred and forty usable questionnaires were used for the purpose of the data analysis. First, descriptive analysis is undertaken followed by a reliability test and exploratory factor analysis. Second, a two-step structural equation modelling approach is adopted where confirmatory factor analysis (CFA) was conducted followed by hypotheses testing. The results indicate that perceived usefulness has a stronger impact on attitude towards smartphone advertising followed by subjective knowledge. Furthermore, attitude towards smartphone advertising also resulted in a significant influence on the use of smartphone advertising. The findings of this study not only contribute to the knowledge but could also assist policymakers with informed decisions about market penetration.
format	Article
author	Jan, Muhammad Tahir Jager, Johan W de Ameziane, Alileche Mohamed Sultan, Naheed
author_facet	Jan, Muhammad Tahir Jager, Johan W de Ameziane, Alileche Mohamed Sultan, Naheed
author_sort	Jan, Muhammad Tahir
title	Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia
title_short	Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia
title_full	Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia
title_fullStr	Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia
title_full_unstemmed	Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia
title_sort	applying technology acceptance model to investigate the use of smartphone advertising in malaysia
publisher	AMH International
publishDate	2019
url	http://irep.iium.edu.my/76464/ http://irep.iium.edu.my/76464/ http://irep.iium.edu.my/76464/1/Applying%20Technology%20Acceptance%20Model%20to%20Investigate%20the%20Use%20of%20Smartphone%20Advertising%20in%20Malaysia.pdf
first_indexed	2023-09-18T21:48:01Z
last_indexed	2023-09-18T21:48:01Z
_version_	1777413580837093376

Applying technology acceptance model to investigate the use of smartphone advertising in Malaysia

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