Predictive modelling of mobile marketing usage among generation Y: A preliminary survey

Abstract

This preliminary analysis examines mobile marketing usage among Generation Y. This study investigates the level of mobile marketing usage among Gen Y and to identify the relationships between attitude, subjective norm, perceived behavioural control, perceived risk, behavioural intention and actual usage. This study utilizes selfadministered survey questionnaires by using 115 students from University Malaysia Kelantan. Overall, the results provides verification of a positive relationship between the constructs of attitude, subjective norm, perceived behavioural control and perceived risk on intention to use mobile marketing services.