Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users

: a cross-cultural examination

Abstract

The aim of this thesis is to explore smartphone users’ dimensions of mobile marketing acceptance and to understand which of these dimensions are relevant in explaining the intention to participate in mobile marketing. A cross-country analysis is performed of The Netherlands and Portugal assessing differences between the two countries while taking into account their cultural values. The cultural values are measured on an individual level with the scales established by Yoo, Donthu, and Lenartowicz (2011). Scales of Persaud and Azhar (2012) are employed to measure mobile marketing acceptance and the intention to participate in mobile marketing. The study is exploratory as well as quantitative, which included data collection through an online survey with 252 respondents. The results show that mobile marketing acceptance dimensions positively influence the intention to participate in mobile marketing. Perceived value is among smartphone users the main determinant of the intention to participate in mobile marketing. This is valid for both countries and the perceived value does not differ, implying no cross-national differences. Still, the Dutch smartphone users are more intent to participate in mobile marketing than the Portuguese smartphone users. The Dutch shopping styles are more consistent with mobile marketing, whereas for Portuguese smartphone users brand trust is essential in order to feel more comfortable with mobile marketing. Cultural values enable to understand these findings, especially for managers in Portugal. A study that further explores the influence of cultural values on mobile acceptance is suggested for future research.

Date of Award	18 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Carolina Baptista Afonso (Supervisor)