Customer acceptance of mobile marketing in Jordan: An extended UTAUT2 model with trust and risk factors

While mobile marketing is widely practised in developed countries, this is not always the case for developing countries, such as Jordan, where the acceptance level for mobile marketing remains low. This study aims to uncover the predictors for the behaviour of Jordanian customers with regard to the acceptance of mobile marketing. For this purpose, a questionnaire based on quantitative research was conceived. This investigation involved the unified theory of acceptance and use of technology (UTAUT2), which was extended to include two additional variables: ‘trust’ and ‘risk’. For the empirical testing of the model, data was collected from 321 respondents, and the hypotheses were tested through variance-based structural equation modelling. SmartPLS 3.0 was used to analyse the data. The findings from this study suggest that performance expectancy, effort expectancy, hedonic motivation, social influence, price value, facilitating conditions, habit and risk significantly influence the behavioural intention of customers regarding the adoption of mobile marketing. On the other hand, the trust factor was found to be an insignificant predictor in this area.