The Effects of Perceived Trust and Ease of Use on Adoption of Mobile Marketing in the Telecommunication Industry of Tanzania
AbstractThis study examines the effects of perceived trust and perceived ease of use on the adoption of mobile marketing in the telecommunications industry of Tanzania. Guided by the Technology Acceptance Model (TAM) it predicts the adoption of mobile marketing in the Telecommunications industry in Tanzania. Survey strategy was employed in data collection, using structured questionnaires and collected data from 5 municipalities, 73 wards and 6 hamlets, by using multi stage sampling of 406 respondents in Dar es Salaam. Quantitative data were analyzed using multiple linear regression. Findings indicate that perceived ease of use and perceived trust had positive and significant influence on the adoption of mobile marketing. We provide recommendations to the telecommunications companies to improve their mobile marketing products and services by making better products that are easy to use and trustworthy so as to conform to the needs of their customers.
. Abdinoor, A. and Mbamba, U. O. L. (2017). Factors influencing consumers’ adoption of mobile financial services in Tanzania. Cogent Business and Management, 4(1). 3-5
. Ajibade, P. Technology acceptance model limitations and criticisms: Exploring the practical applications and use in technology-related studies, mixed-method, and qualitative researches. https;// www. Researchgate.net. 2018 [Dec,10,2020]
. Ajzen, I. (2002). Ajzen I. Perceivedbehavioral control, self‐Efficacy, locus of control, and the Theory of planned behavior1. Journal of Applied Social Psychology., 32(4), 665–683
. Antony, D.and Mutalemwa, D.K(2014). Factors influencing the use of mobile payments in Tanzania. Insights from Zantel's Zpesa Services. Journal of Language, Technology and Entrepreneurship in Africa,5(2),69-90.
. Bagozzi, R. P. (2007). The Legacy of Technology acceptance model and proposal for paradigm shift. Journal of the Association of Information System,8, 244-254.
. Barhoumi, C.(2016).'' User acceptance of the e-information service as information resource. A new extension of the technology acceptance model'', New Library World,117(9/10),626-643
. Basto, M and Pereira (2012). An SPSS- Menu for ordinal factor analysis, Journal of Statistical Software, 46(4), 1-29
. Chachage, B. Kamuzora, F. and Malima, G. (2013). Factors influencing acceptance of mobile money services amongst students of higher learning institutions in Tanzania with special referenece to Ruaha University College. International Journal of Management,2(2),9-18.
. Chinomona, R. and Sandala, V. (2013). The influence of market related mobile activities on the acceptance of mobile marketing and consumers intention to purchase promoted by SMS in South Africa.The Jounrnal of Applied Research, 29(3).1899-1909
. Chitungo, S. K. and Munongo, S. (2013). Extending the Technology acceptance model to mobile banking adoption in rural Zimbabwe. Journal of Busines Administration and Education, 3(1),51-79.
. Dahiya, R. and Gayatri. (2017). Investigating Indian car buyers’ decision to use digital marketing communication: An empirical application of decomposed TPB. Vision, 21(4), 385–396.
. GSMA Intelligence Report. . Global Mobile Tends in 2017. htpp/www.gsmaintelligence.com/research/2017/09/globla-trends-2017//639/, 2018 [June,10,2020]
. Hamza, A. and Shah, A. (2014). Gender and mobile payment system adoption among students of tertiary institutions in Nigeria. International Journal of Computer and Information Technology.3(1),13-20
. Jayawardhena, C., Kuckertz, A., Karjaluoto, H., and Kautonen, T. (2009). Antecedents to permission based mobile marketing: an initial examination. European Journal of Marketing, 43 (3/4), 473-479.
. Kabanda, S. K., & Brown, I. (2015). E-commerce enablers and barriers in Tanzanian small and medium enterprises. Electronic Journal of Information Systems in Developing Countries, 67(1). https://doi.org/10.1002/j.1681-4835.2015.tb00485.x
. Kalugendo. E. J.. The Influence of mobile money services usage on Small and Medium Enterprises in Tanzania. Doctoral Thesis. Open University of Tanzania,Tanzania,2018
. Khraim, H. S., Shoubaki, Y. E. a L., & Khraim, A. S. (2011). Factors affecting Jordanian consumers’ adoption of mobile banking services. International Journal of Business Social Science, 2(20), 96–105.
. Killian, D. and Kabanda, S. Mobile payment in South Africa, middle income earners perspectives. In proceedings of the twenty-five First Asia Pacific Conference on Information System, 53 Langkawi, Malaysia.. http://aisel.aisnet.org/pacis2017/53, 2017, 1-13
. Kim, C., Mirusmonov, M. and Lee, H. G. (2010). An empirical examinatio n of factors influencing the intention to use mobile payment. Computers in Human behaviour, 26(3),311-324.
. Kotler,P and Keller, K.L . Marketing Management. Analysis, Planning and Control. New Jersey; Prentice Hall, Eaglewood Cliff.2012, 139-150
. Lai, P. (2017). the Literature review of Technology adoption models and theories for the novelty technology. Journal of Information Systems and Technology Management, 14(1), 21–38. https://doi.org/10.4301/s1807-17752017000100002
. Lamptey, H. K. (2018). Mobile commerce in developing countries: An Evaluation of selected articles. Science and Technology, 8(1), 17–26. https://doi.org/10.5923/j.scit.20180801.03
. Lema, A. (2017). Factors influencing the adoption of mobile financial services in the Unbanked population. Ikanyiso; Journal of Humanities and Social Sciences.9(1)
. MMA.Mobile Marketing Penetration. Available on http;//mmasa.org/s(wc/hqkrjncpcl-fhd omic4PLP/index.do ?ix=27394. 2006 [Sept,09,2020]
. Lubua, E. W., & Semlambo, A. (2017). The Influence of the ease of use and Perceived usefulness to the adoption of mobile money services in SMEs in Tanzania. The Information Technologist, 14(2), 131–141.
. Lwoga, E. T., & Lwoga, N. B. (2017). User acceptance of mobile payment: The effects of user-centric security, system characteristics and gender. Electronic Journal of Information Systems in Developing Countries, 81(1), 1–24. https://doi.org/10.1002/j.1681-4835.2017.tb00595.x
. Maduku, D. K., Mpinganjira, M., & Duh, H. (2016). Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework. International Journal of Information Management, 36(5), 711–723. https://doi.org/10.1016/j.ijinfomgt.2016.04.018
. Malamsha, K. C. Adoption of mobile banking services by mobilephone owners in Moshi.. Proceedings of economics and finance conferences 8911512, International Institute of Social and Economic Sciences. 2019,114-133
. Masamila, B. (2014). State of mobile banking in Tanzania and security issues. International Journal of Network Security & Its Applications, 6(4), 53–64.
. Masele, J. J., and Matama, R. (2019). Individual consumers’ trust in B2C automobile e-commerce in Tanzania: Assessment of the influence of web design and consumer personality. Electronic Journal of Information Systems in Developing Countries, 86(1). https://doi.org/10.1002/isd2.12115
. Mansour,B. K. (2016). An analysis of business’ acceptance of internet banking: an integration of e-trust to the TAM. Journal of Business and Industrial Marketing, 31(8), 982–994. https://doi.org/10.1108/JBIM-10-2016-271
. Meena, G. (2014). Factors influencing the uptake of mobile money service in Tanzania .available on www. research gate .net. June, 2014, [July,10,2020]
. Mehra, A., Paul, J. and Pratap, R. (2020). Determinats of Mobile Apps adoption among Young adults; Theoretical extension analysis,Journal of Marketing Communications, 1-22.
. Mkwizu, K. H. (2019). Digital marketing and tourism: opportunities for Africa. International Hospitality Review, 34(1),5-12
. Mondego, D. (2018). Understanding the influence of trust on mobile payment systems adoption in Australia. International Journal of Research in Information Technology and Management(IJRIM),8(5),5-10
. Mtebe, J. S. and Raisamo, R. (2014). Investigating students behaviour intention to adopt and use mobile learning in higher education in East Africa. The International Journal of Education and Development using Information and Communication Technology(IJEDICT).10(2),4-20
. Mwantimwa, K. (2019). ICT usage to enhance firms’ business processes in Tanzania. Journal of Global Entrepreneurship Research, 9(1),2-23 .https://doi.org/ 10.1186/ s40497-019-0170-6
. Ofori, E. (2019). Using technology acceptance model to promote students adoption and use of digital technology in The Sunyani Technical University. Journal of Basic and Applied Research International, 25(3), 1–13
. Park, J., Amendah, E., Lee, Y., & Hyun, H. (2019). M-payment service: Interplay of perceived risk, benefit, and trust in service adoption. Human Factors and Ergonomics in Manufacturing & Service Industries, 29(1), 31-43.
. Pudjianto, B., Zo, H., Ciganek, A. P., & Rho, J. J. (2011). Determinants of e-government assimilation in Indonesia : An Empirical investigation using a TOE Framework. Asia Pacific Journal of Information Systems, 21(1), 50–80.
. Rene, M. (2019). Why technology adoption succeeds or fails;An exploratory from the perspective of intra-organization legitimacy. The Journal of Chinese Sociology, 6(21),22-26.
. Said, H. B. M., Izharuddin, A. F. Bin, Idris, I. B., & Othman, H. B. (2019). Examining the relationships between perceived usefulness, perceived ease of use, enjoyment and self-efficacy on employees behavioral intention towards adopting online technology application at workplace: A Case in Malaysia. American Journal of Social Sciences and Humanities, 3(1), 29–39. https://doi.org/10.20448/801.31.29.39
. Saunders, M., Lewis, P and Thornhilll, A. Research methods for business students(2nd ed), Harlow, Pearson Education Ltd. 2012,128-171
. Ström, R., Vendel, M., & Bredican, J. (2014). Mobile marketing : A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001–1012. https://doi.org/10.1016/j.jretconser.2013.12.003
. Suki, N. M and Suki N. M (2011). Exploring the relationship between perceived usefulness, perceived ease of use, perceived enjoyment, attitude and subscribers’ intention towards using 3G mobile services. Journal of Information Technology Management, XXII(1), 1–7.
. Taylor, S. and Todd, P. A. (1995). Understanding information technology usage. A test of competing models. Information System Management, 6,144-176.
. Tobbin, P., Kuworn, J. K. M. (2011). Adoption of mobile money transfer technology; Structural equation modelling approach. European Journal of Business and Management,3(7),60-80.
. Senthilnathan, S. (2019). Usefulness of correlation Analysis. SSRN: https://ssrn.com/abstract=3416918 or http://dx.doi.org/10.2139/ssrn.3416918.july,9,2019[Dec,05,202]
. Tanzania invest.com (2018). Economic oulook of Tanzania.. https;// www.Tanzania ivest.com,2018[ Dec,05,2020],
. URT. Quaterly Report Statistics Tanzania Communication Regulatory Authority(2017). ttps://www.tcra.go.tz/publication-and-statistics/reports (2017), [ Dec,05,2020]
. URT,Quaterly Report Statistics Tanzania Communication Regulatory Authority. https://www.tcra.go.tz/publication-and-statistics/reports (2018), [Jan,05,2020]
. URT. Population Projections of Tanzania. National Bureau of Statistics Report of 2018. https://www.nbs.go.tz/index.php/en/census-surveys/population-and-housing-census 2018, [Dec,10,2020]
. Venkatesh, V., Thong, J. Y. and Xu, X. (2012). Consumer acceptance and use of information technology. Extending the Unified Theory of Acceptance and use of Technology. MIS Quarterly, 36(1), 157-178
. Wamuyu, P. K. (2014). The role of contextual factors in the uptake and continuance of mobile money usage in Kenya. Electronic Journal of Information Systems in Developing Countries, 64(1), 1–19. https://doi.org/10.1002/j.1681-4835.2014.tb00457.x
. Yildz, S. Exploring factors affecting the adoption of mobile commerce: An Application to Tr90 in Bulgaria. ANESS International Conference Series (pp3-5), 2016,, 3-5.
. Zhang, L., Zhu, J. and Liu, Q. (2012). A Meta analysis of mobile commerce adoption and the moderating effect of culture, Computer in Human Behaviour,(28)5,1902-1911
. Zarmpou, T.Saprikis, V.,Markos, A and Vlachopoulou, M (2012). Modelling users’ acceptance of mobile services. Electronic Commerce Research, 12(2), 225-248
Copyright (c) 2021 American Scientific Research Journal for Engineering, Technology, and Sciences (ASRJETS)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who submit papers with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- By submitting the processing fee, it is understood that the author has agreed to our terms and conditions which may change from time to time without any notice.
- It should be clear for authors that the Editor In Chief is responsible for the final decision about the submitted papers; have the right to accept\reject any paper. The Editor In Chief will choose any option from the following to review the submitted papers:A. send the paper to two reviewers, if the results were negative by one reviewer and positive by the other one; then the editor may send the paper for third reviewer or he take immediately the final decision by accepting\rejecting the paper. The Editor In Chief will ask the selected reviewers to present the results within 7 working days, if they were unable to complete the review within the agreed period then the editor have the right to resend the papers for new reviewers using the same procedure. If the Editor In Chief was not able to find suitable reviewers for certain papers then he have the right to accept\reject the paper.B. sends the paper to a selected editorial board member(s). C. the Editor In Chief himself evaluates the paper.
- Author will take the responsibility what so ever if any copyright infringement or any other violation of any law is done by publishing the research work by the author
- Before publishing, author must check whether this journal is accepted by his employer, or any authority he intends to submit his research work. we will not be responsible in this matter.
- If at any time, due to any legal reason, if the journal stops accepting manuscripts or could not publish already accepted manuscripts, we will have the right to cancel all or any one of the manuscripts without any compensation or returning back any kind of processing cost.
- The cost covered in the publication fees is only for online publication of a single manuscript.