Exploring Technical Knowledge , Perceived Risk and the Innovative Characteristics in the Adoption of Mobile Marketing

Abstract

Understanding the adoption process of an innovation is very important for acceptance of the new idea. This paper explores the relationship between technical knowledge, perceived risk and the innovation characteristics for the adoption of mobile marketing. Data from 444 respondents collected through self-administered questionnaire were used to test the… (More)

8 Figures and Tables

Topics

  • Presentations referencing similar topics