Title:
EXTENDED TECHNOLOGY ACCEPTANCE MODEL AND CUSTOMER’S ADOPTION OF MOBILE MARKETING IN THE TELECOMMUNICATION INDUSTRYOF TANZANIA

Authors:
Felix Joseph Chille and France Aloyce Shayo ,Tanzania

Abstract:
This study examines the factors influencing customer’s adoption of mobile marketing in the telecommunications industry of Tanzania. It applied Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) as a major construct of the Technology Acceptance Model (TAM) and extended it with the Perceived Online Negotiation (PON)construct in predicting the mobile marketing adoption in the Telecommunications industry of Tanzania. A survey strategy was employed in data collection, by administering structured questionnaires and collected data from five (5) municipalities in Dar es Salaam using multi-stage sampling on 406 respondents. Quantitative data were analyzed using multiple linear regression technique. Findings indicate that perceived usefulness and perceived ease of use have significant and positive influence on the adoption of mobile marketing. while perceived online negotiation (PON)does not influence the adoption of mobile marketing. With these findings, telecommunication companies should improve their business strategies by implementing user-friendly mobile marketing platforms and services that cater to customers' needs with minimal effort.