【精品文档】396关于市场营销专业移dong网络手ji营销策略战略有关 的外文文献翻译成品：消费者对手ji营销的看法：一种直接营销的创新（中英文双语对照）

此文档是毕业设计外文翻译成品（ 含英文原文中文翻译），无需调整复杂的格式下载之后直接可用，方便快捷本文价格不贵,也就几十块钱一辈子也就一次的事 外文标题Consumer perceptions of mobile phone marketing a direct marketing innovation 外文作者Gemma Roach 文献出处 Direct Marketing An International Journal Vol. 3 No. 2, 2018 ,pp. 124-138 如觉得年份太老，可改为近2年，毕竟很多毕业生都这样做 英文5315单词，34896字符字符就是印刷符，中文7950汉字。（如果字数多了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。） Consumer perceptions of mobile phone marketing a direct marketing innovation Abstract Purpose – The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the application of constructs adapted from traditional innovation and product involvement research, the study examined how a consumer’s perception of the relative advantages, compatibility and complexity associated with mobile phone marketing, and their involvement with their mobile phone, influenced their intention to accept marketing communication sent via this channel. Design/ology/approach – A deductive, quantitative research approach was adopted, where data was collected using a self-completed questionnaire administered to a sample of 254 university students. Findings – Statistical analysis revealed that a consumer’s perceptions of two of the three innovation attributes tested relative advantage and compatibility were significantly associated with their acceptance or adoption of marketing messages sent via their mobile phone. However, a slightly weaker relationship between a consumer’s level of involvement with their mobile phone and their adoption of mobile phone marketing was found. Practical implications – This research provides companies with important insights into the factors that may encourage or deter consumer acceptance of this new of direct marketing. Originality/value – The value of this study derives from its novel use of an established innovation framework, combined with an assessment of product involvement, to examine consumer perceptions of mobile phone marketing. Keywords Mobile communications, Marketing, Consumer behaviour, Product innovation, Australia 1.Introduction During the past decade, innovative marketing communication channels that deliver relevant and personalised messages to target audiences, have emerged as major components in the direct marketing programs of many organizations Harmon et al., 1999; Watson et al., 2002. In particular, the internet, alongside ubiquitous devices such as the mobile phone, is facilitating new channels for reaching and interacting with consumers Moffett et al., 2002; Trappey and Woodside, 2005; Xu, 2006. Despite these apparent opportunities, technological complexities and privacy issues surrounding the implementation of mobile phone marketing have meant its diffusion within the Australian marketplace has been comparatively slow Howarth, 2007. The fast pace of development within the mobile commerce industry has brought about a new field of academic r