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Research on Dynamic Evolution of Mobile Marketing Consumer Adoption Behavior Based on Flipping Classroom

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DOI: 10.25236/ISMEEM.2019.057

Author(s)

Li Jing

Corresponding Author

Li Jing

Abstract

Many enterprises have not achieved obvious results in mobile marketing, one of the main reasons is that consumers do not adopt mobile marketing to a high degree. At present, the research on consumer adoption in mobile marketing is not deep enough, especially on the dynamic evolution of consumer adoption behavior in mobile marketing. Cultivating consumer trust is a continuous and dynamic process, which extends from the formation of initial trust to the development of continuous trust. Based on the essential attribute of trust changing with time, this paper systematically studies consumer trust and its dynamic evolution in mobile commerce environment from the static and dynamic perspectives. To this end, based on the analysis and definition of the concept of mobile marketing, the paper starts with the consumer adoption behavior and identifies the factors that influence the willingness of mobile marketing consumers to adopt behavior and the willingness to continue their behavior. The dynamic evolution model of mobile marketing consumer adoption behavior was constructed and the subsequent research was designed. The characteristics of mobile bookings and the problems associated with competition and management in related companies. This study uses model construction and empirical research methods to conduct an in-depth analysis of mobile booking adoption behavior, aiming to reveal the internal mechanism and behavior patterns of mobile booking consumers, and provide management inspiration for related enterprises.

Keywords

Flipping Classroom; Mobile Marketing; Consumer Adoption Behavior