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1、此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译），无需调整复杂的格式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就一次的事！外文标题：Consumer perceptions of mobile phone marketing: a direct marketing innovation外文作者：Gemma Roach文献出处: Direct Marketing: An International Journal Vol. 3 No. 2, 2018 ,pp. 124-138 (如觉得年份太老，可改为近2年，毕竟很多毕业生都这样做)英文5315单词，34896字符(
2、字符就是印刷符)，中文7950汉字。（如果字数多了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。）Consumer perceptions of mobile phone marketing: a direct marketing innovationAbstract : Purpose The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the
3、application of constructs adapted from traditional innovation and product involvement research, the study examined how a consumers perception of the relative advantages, compatibility and complexity associated with mobile phone marketing, and their involvement with their mobile phone, influenced the
4、ir intention to accept marketing communication sent via this channel.Design/methodology/approach A deductive, quantitative research approach was adopted, where data was collected using a self-completed questionnaire administered to a sample of 254 university students.Findings Statistical analysis re
5、vealed that a consumers perceptions of two of the three innovation attributes tested (relative advantage and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their mobile phone. However, a slightly weaker relationship between a consumers
6、 level of involvement with their mobile phone and their adoption of mobile phone marketing was found.Practical implications This research provides companies with important insights into the factors that may encourage or deter consumer acceptance of this new form of direct marketing.Originality/value
7、 The value of this study derives from its novel use of an established innovation framework, combined with an assessment of product involvement, to examine consumer perceptions of mobile phone marketing.Keywords: Mobile communications, Marketing, Consumer behaviour, Product innovation, Australia 1.In
8、troductionDuring the past decade, innovative marketing communication channels that deliver relevant and personalised messages to target audiences, have emerged as major components in the direct marketing programs of many organizations (Harmon et al., 1999; Watson et al., 2002). In particular, the in
9、ternet, alongside ubiquitous devices such as the mobile phone, is facilitating new channels for reaching and interacting with consumers (Moffett et al., 2002; Trappey and Woodside, 2005; Xu, 2006). Despite these apparent opportunities, technological complexities and privacy issues surrounding the im
10、plementation of mobile phone marketing have meant its diffusion within the Australian marketplace has been comparatively slow (Howarth, 2007). The fast pace of development within the mobile commerce industry has brought about a new field of academic research, in which studies have examined the varie
11、ty of factors influencing the acceptance of mobile phone marketing from both consumer and organization perspectives. However, the current literature remains largely inconsistent and fragmented. One major research stream focuses on consumer acceptance and adoption of mobile services in general, such
12、as multimedia messaging service, online gaming and other wireless services (Foulds and Burton, 2006; Hung et al., 2003; Kleijnen et al., 2004). Another more specific field of research focuses on consumer perceptions and attitudes towards the use of the mobile phone for marketing and commercial appli
13、cation (Barnes and Scornavacca, 2004; Barwise and Strong, 2002; Bauer et al., 2005; Carroll et al., 2007; Leppaniemi and Karjaluoto, 2005).The primary focus of this research is on three innovation attributes found by Tornatzky and Klein (1982) to exert significant influence over an individuals adopt
14、ion decision: relative advantage, compatibility and complexity. Relative advantage refers to the degree to which an innovation is perceived as being better than the innovation it replaces; compatibility refers to the degree that an innovation is considered compatible with the existing values, past e
15、xperiences and needs of the potential adopter; and complexity refers to the level of complexity associated with understanding and using the innovation (Rogers and Shoemaker, 1971). These three innovation attributes form a significant part of Rogerss (1995) innovation attribute framework, which sugge
16、sts that an individuals combined perception of the innovations attributes will largely drive their adoption decision. In the past, researchers have used this, and other innovation diffusion theories to explain the adoption of technology driven innovations and for understanding consumer behavior in relation to new product development (Chen et al., 2002; de Ruyter et al., 2001; Hung et al., 2003).While Rogerss (1995) innovation attribu
