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[{"key": "dc.contributor.advisor", "value": "Salo, Markus", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rantanen, Aki", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-10-31T06:56:04Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-10-31T06:56:04Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/60049", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajien asenteeseen liittyvien tekij\u00f6iden ymm\u00e4rt\u00e4minen on olennaista tehokkaan mobiilimarkkinoinnin toteuttamisessa, sill\u00e4 asenteella on vaikutusta kuluttajien ostohalukkuuteen. Tutkimalla asenteeseen liittyvi\u00e4 tekij\u00f6it\u00e4 voidaan saavuttaa tuloksia, joita hy\u00f6dynt\u00e4m\u00e4ll\u00e4 markkinoijien on mahdollista toteuttaa kuluttajille paremmin soveltuvia mobiilimarkkinointikampanjoita. T\u00e4m\u00e4n tutkimuksen\ntavoitteena oli l\u00f6yt\u00e4\u00e4 tekij\u00f6it\u00e4, jotka ovat yhteydess\u00e4 kuluttajien asenteeseen mobiilimarkkinointia kohtaan \u00e4lypuhelinten k\u00e4ytt\u00e4jien keskuudessa. Tutkimuksessa toteutettiin kirjallisuuskatsaus, jossa k\u00e4ytiin l\u00e4pi mobiilimarkkinointia ilmi\u00f6n\u00e4 ja sen kehittymist\u00e4, sek\u00e4 aiempia tutkimuksia joissa painopiste oli ollut asenteeseen liittyvien tekij\u00f6iden tutkimisessa. Kirjallisuuskatsauksen\npohjalta muodostettiin teoreettinen malli asenteeseen liittyvist\u00e4 tekij\u00f6ist\u00e4, jonka testaamiseksi ker\u00e4ttiin aineisto s\u00e4hk\u00f6isess\u00e4 muodossa toteutetulla kyselytutkimuksella.\nKyselytutkimus kohdistettiin kaikenik\u00e4isille suomalaisille \u00e4lypuhelinten k\u00e4ytt\u00e4jille, ja analysoitavaksi hyv\u00e4ksyttyj\u00e4 vastauksia saatiin 204 kappaletta. Aineisto analysoitiin SPSS- ja AMOS-ohjelmistoilla k\u00e4ytt\u00e4en rakenneyht\u00e4l\u00f6mallinnusta. Tutkimuksen tulokset antavat viitteit\u00e4 siit\u00e4, ett\u00e4 kuluttajan luvan pyyt\u00e4minen mobiilimarkkinointia varten sek\u00e4 markkinoinnin sis\u00e4ll\u00f6n uskottavuus ovat yhteydess\u00e4 asenteeseen mobiilimarkkinointia kohtaan. N\u00e4iden lis\u00e4ksi tutkittiin nelj\u00e4\u00e4 tekij\u00e4\u00e4, joiden yhteytt\u00e4 asenteeseen ei kuitenkaan l\u00f6ydetty. N\u00e4m\u00e4 tekij\u00e4t olivat kuluttajien henkil\u00f6kohtainen kiintymys \u00e4lypuhelinta kohtaan, markkinoinnin personointi, kuluttajien huoli yksityisyyteen liittyvist\u00e4 riskeist\u00e4, sek\u00e4 kuluttajien innovatiivisuus. N\u00e4in ollen tulosten havaittiin osittain tukevan aiemmassa kirjallisuudessa saavutettuja tuloksia, mutta olevan osittain my\u00f6s ristiriidassa niiden kanssa. Tutkimus vahvistaa n\u00e4kemyst\u00e4 siit\u00e4, ett\u00e4 markkinoijien on syyt\u00e4 huomioida luvan pyyt\u00e4minen sek\u00e4 sis\u00e4ll\u00f6n uskottavuus mobiilimarkkinointia toteutettaessa. Lis\u00e4ksi tutkimus haastaa aiempia tutkimustuloksia antaen aihetta jatkotutkimukselle, etenkin \u00e4lypuhelimiin kohdistettavaan mobiilimarkkinointiin liittyen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Understanding factors that are related to consumer attitude is essential in implementation of effective mobile marketing, as attitude has an influence on purchase intention. By researching these factors, it is possible to achieve results that are helpful for marketers in creating better mobile marketing campaigns to attract consumer attention. This research aimed to identify factors that are associated with consumer attitude among smartphone users. The research was started with a literature review, where mobile marketing as a phenomenon and its development was explained along with exploration of results from previous research, where the focus had been in identifying factors related to consumer attitude towards mobile marketing. Based on previous research, a theoretical research model was created. To test the model, an online questionnaire was established and used for collecting research data. The survey was aimed at Finnish smartphone users of all ages, and a total of 204 responses were accepted for analysis. Structural equation modeling was utilized to analyze the data using SPSS and AMOS software. The results of this research suggest that obtaining consumer\u2019s permission for mobile marketing, and credibility of the marketing content are associated with consumer attitude towards mobile marketing. In addition to these factors, four others were also researched but a relation to attitude was not discovered. These factors were consumers\u2019 personal attachment to their smartphones, personalization of the marketing, consumers\u2019 privacy risk concerns, and consumer innovativeness. Hence the outcome was noted to partially\nsupport results from previous research, but also to be inconsistent with some of the existing literature. Nevertheless, this research reasserts the interpretation\nthat marketers should obtain consumer\u2019s permission and pay attention to the credibility of their mobile marketing efforts. Additionally, this research challenges some of the results in previous literature and provides ground for future research especially in relation to mobile marketing for smartphones.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-10-31T06:56:04Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-10-31T06:56:04Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer attitude", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "factor", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "structural equation modeling (SEM)", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Factors associated with consumer attitude towards mobile marketing among smartphone users", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201810314562", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "\u00e4lypuhelimet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mobiilimarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "smartphones", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "attitudes", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mobile marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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