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

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 proposed model using SEM. Based on the results, technical knowledge was found to not influence perceived risk. However, perceived risk is significant to all innovation characteristics. A key finding in this research is that not all innovation characteristics (i.e. relative advantage and complexity) can be used to form a favourable or unfavourable attitude towards the innovation.

Full Text: PDF

Copyright © 2014: www.aijcrnet.com. All Rights Reserved.