Abstract
This research aims to examine the factors influencing mobile marketing acceptance in three generation cohorts in Jakarta, Indonesia, and to confirm the influence of risk acceptance and personal attachment as antecedent factors toward mobile marketing acceptance with the support of marketing-related mobile activities. This study employs Cronbach’s alpha to test reliability and confirmatory factor analysis (CFA) to test the validity of the questionnaire. Furthermore, this study used simple and multiple regression analysis and mediating analysis and analysis of variance (ANOVA) to examine whether there are any significant differences between three generation cohorts towards risk acceptance, personal attachment, and mobile marketing acceptance. The results show that risk acceptance and personal acceptance significantly affect mobile marketing-related activities, and mobile marketing-related activity has a significant influence toward mobile marketing acceptance. However, among all the variables, only mobile activity related to accessing content significantly mediates personal attachment to mobile marketing acceptance.
Highlights
Agriculture is a pillar for sustained development, poverty alleviation and enhanced food security in many third world countries (Olwande et al, 2009)
Productivity of agriculture has witnessed a downward trend, with poverty increasing. This is at variance with one of the Millennium Development Goals (MDGs) of reducing the share of people suffering from extreme poverty and hunger by 50% come the year 2015
The most notable failure has been in Sub Saharan Africa (SSA) where agricultural productivity has dawdled behind than any other region in the world, well below food security and poverty reduction levels
Summary
Agriculture is a pillar for sustained development, poverty alleviation and enhanced food security in many third world countries (Olwande et al, 2009). Agro-based research in SSA and the world over has had a huge impact in improving livelihoods through enhancing productivity growth giving rise to improved rates of return on investments (Alene and Coulibaly, 2008; Thirtle et al, 2003). Most notable has been by Ravallion (1998); Ravallion and Datt (1999) as well as Fan et al (1999) in India They discovered that higher agricultural wages and higher yields tend to reduce poverty, with lower farm productivity, lower rural living standards, lower literacy rates experiencing less propoor growth, as well as investments in roads and agricultural R & D and extension, which apart from increasing incomes, had effect on wage increases and lower food prices. An array of research and development outputs or processes have been utilised to capture a fuller portrait on the ground
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