Consumer Behaviour Towards Mobile Marketing in UAE Restaurants: Application of Technology Acceptance Model

Abstract

The objective of this article is to analyze the antecedents of the technological acceptance of marketing on mobile devices in the United Arab Emirates restaurant industry, making use of the Technology Acceptance Model (TAM). This study extends the TAM model by adding another important element of consumer behaviour within the context of restaurant industry to explain the intention to use marketing on mobile devices, which provides information on consumer behaviour in the country. This research has the target audience of UAE restaurant industry consumers to collect relevant data. The data has been collected from 300 diners across the different restaurants of UAE by using convenience sampling technique. It has been found that perceived ease of use of mobile marketing and perceived utility of mobile marketing are significant predictors of intention to use mobile marketing. In addition, this study concludes that there is positive attitude towards mobile marketing among restaurant customers in the UAE. Last but not the least, the present study accomplishes that confidence or trust is also a significant predictor of intention to use mobile marketing. Furthermore, the high level of internal consistency in the questionnaire items indicates that it can be used by the marketers to study the consumer behaviour in the UAE.