A Study On Consumer Acceptance Behavior Of Mobile Marketing In Residential Market

Most of consumers know the advantage of Mobile Marketing, but why someconsumers are unwilling to accept the mobile marketing in residential market? Whatimpact the consumer acceptance behavior of mobile marketing? How to improve theeffectiveness of mobile marketing in residential market? This study will try to answerthese questions.The main contents of this paper are to find out the main effect dimension ofconsumer acceptance behaviors of mobile marketing, explore the profound factorsimpacting on consumer acceptance behaviors of mobile marketing in residential market,build research mode on consumer acceptance behavior of mobile marketing inresidential market based on grounded theory methods, analyze the consumer acceptancebehavior mechanism of mobile marketing in residential market using the software ofSPSS, propose strategies and implement path to improve mobile marketing inresidential market.On the basis of literature review and in-depth interviews this paper finds that fivemain categories such as mobile marketing knowledge, information exchange needs,residential consumer demand, marketing media and corporate brand image, imposesignificant impact on consumer acceptance behaviors of mobile marketing in theresidential market. Mobile marketing knowledge includes perceived usefulness,perceived manageability and perceived security. Information exchange demand ismainly affected by information exchange voluntary and information exchangeexperiences. Residential consumption demand is mainly influenced by family economicconditions and residential rigid demand. Marketing media is affected mainly by thenetwork connection service quality and the characteristics of mobile terminals.Corporate brand image refers primarily corporate social image and product image. Onthis basis, the paper construct a research model on consumer acceptance behavior ofmobile marketing in residential market according to the relationship between behaviorand awareness. Mobile marketing knowledge is pre-cognitive variables. Informationexchange needs and residential consumer demand are internal situational variables.Marketing media and corporate brand image are the external situational variables.Empirical studies confirm that the proposed model can be a good test on consumeracceptance behavior of mobile marketing in the residential market, but the manners and paths that mobile marketing knowledge, information exchange needs, residentialconsumer demand, marketing media, influence the consumer acceptance behaviors ofmobile marketing in the residential market are not consistent. Mobile marketingknowledge directly affects consumer acceptance behavior. Information exchange needs,residential consumer demand, marketing medium significantly adjust cognitive-behavioral consistency and intensity, while the influence of corporate brand image is notsignificant, the reason is most likely that the house is a commodity which has othernotable features like expensive. Some developers whose brand image is weak can attracttheir audience and lead to a positive effect because of its price and other advantages.According to the results of this study, this paper proposes some suggestions. Firstly,the mobile marketing publisher should enhance mobile marketing links and strengthenconsumer positive perception of mobile marketing in residential market by increasingthe target customer usefulness perceived, manageability perceived and securityperceived for mobile marketing in residential market. Secondly, the mobile marketingpublisher should make full use of the advantages of technological progress and big datamanagement, strengthen mobile marketing research, and recognize the differences infamily economic conditions, consumer residential demand and other aspects to bringabout precision marketing. Thirdly, the mobile marketing publisher should strengthenmobile marketing integration in residential market. They should not only prominentmobile marketing but also choose different marketing methods and combinationsaccording to the project’s own location and stage feature to maximize the marketingeffectiveness.