Consumer Intention Toward Participation in Proximity Marketing

Abstract

This study investigates the factors affecting consumers' attitudes toward proximity marketing and their participation intention. An online survey was conducted in the USA to test the research hypotheses, and the data were collected through crowdsourcing via Amazon Mechanical Turk (MTurk). The collected data (n=301) were analyzed using the Partial Least Square-Structural Equation Modelling (PLS-SEM). The results revealed that consumers' privacy concerns, level of knowledge, perceived benefits, and trust have a significant positive effect on their attitude toward proximity marketing, and the results also verified that consumers' attitude has a significant positive effect on their intention to participate in proximity marketing. This study is a pioneering work as it is one of the few research papers examining consumers' intention to participate in proximity marketing by measuring the effect of several variables that were not investigated adequately in the proximity marketing context.