Factors Affecting Intention to Adopt Mobile Marketing Technology Among Aging Population in Zanzibar, Zanzibar.

Haji, Nuru Maulid (2024) Factors Affecting Intention to Adopt Mobile Marketing Technology Among Aging Population in Zanzibar, Zanzibar. Doctoral thesis, The Open University of Tanzania.

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Abstract

The study assessed factors affecting the intention to adopt mobile marketing technology to the aging population in Zanzibar. Through specific objectives, the study investigated the influence of perceived usefulness (PU), the influence of perceived ease of use (PEOU), and the influence of technology anxiety (TA) on the intention to adopt mobile marketing technology among the aging population in Zanzibar. The study also investigated the role of attitude in mediating the impact of PU and PEOU on the intention to adopt mobile marketing technology among the aging population in Zanzibar. The study used the Technology Acceptance Model (TAM) and Social Cognitive Theory as a theoretical framework for this study. The cross-sectional survey was used to collect data from 385 aging population in three districts of Zanzibar, selected through a stratified random sampling procedure. The collected data were analyzed through structural equation modeling (SEM) methods version 25. Perceived ease of use (PU), Attitude (ATT), and technology anxiety (TA) significantly affected the aging population's intention (BI) to adopt mobile marketing technology. Perceived usefulness (PU) has an insignificant effect mediated through attitude. Attitude (ATT) plays a vital mediating role in the effect of PU and PEOU toward the intention of the aging population to adopt mobile marketing technology. Furthermore, several implications for marketers and other stakeholders are proposed, together with suggestions for increasing the intention of the aging population to adopt mobile marketing technology. Keywords: Aging population, Intention to adopt, Mobile Marketing Technology, Zanzibar.

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