Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behavior

Abstract

A web survey of 440 American college students was conducted in April, 2010 to apply the theory of planned behavior and the technology acceptance model to examine young American consumers’ mobile viral marketing attitude, intention and behavior. Our study shows that subjective norm, behavioral control and perceived cost are significant predictors of young American consumers’ attitude toward viral marketing. Young American consumers’ attitude toward viral marketing, perceived utility and telephoning predict their intent to pass along entertaining messages while perceived utility, attitude toward viral marketing, subjective norm, and monthly personal income predict their intent to forward useful messages. Young American consumers’ behavior of forwarding messages is determined by attitude toward viral marketing, intent to pass along electronic messages, telephoning, texting and race. The implications for industry and academia are discussed.