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Authors
Abstract(s)
Com as crescentes inovações tecnológicas, também o conceito de marketing e as suas aplicações
tornam-se mais amplas e funcionais, estando disponíveis nas mais diversas áreas. Hoje em dia é
já visível o desenvolvimento das empresas de campanhas de mobile marketing, isto é, campanhas
de marketing para dispositivos móveis (telemóveis, smartphones, PDA, tablets, etc.). Tirando
partido dos recursos dos dispositivos (redes bluetooth, Wi-Fi, WAP, o serviço SMS, MMS, etc.),
como veículo de aproximação e comunicação com os consumidores, a tecnologia bluetooth
apresenta potencial, enquanto opção para que as acções de mobile marketing sejam, cada vez
menos invasivas para o consumidor.
Este estudo procura responder à questão geral sobre “quais os factores que podem motivar o
consumidor português a adoptar o bluetooth marketing?". Do levantamento bibliográfico sobre o
conceito de mobile marketing e de bluetooth marketing e, analisando, igualmente, as teorias do
comportamento do consumidor, propõe-se um modelo conceptual susceptível de investigar as
relações entre as possíveis determinantes à receptividade ao bluetooth marketing.
O estudo empírico realizado, a partir da formulação de um conjunto de hipóteses e na aplicação
de um inquérito por questionário online, permitiu obter uma amostra válida de 755 respostas,
demonstrando-se existir uma relação entre factores, como o conhecimento alargado de como usar
a tecnologia, nomeadamente, a facilidade de utilização, a troca de ficheiros e a influência dos
pares, e a receptividade ao bluetooth marketing. Também o valor atribuído ao conteúdo das
mensagens publicitárias no telemóvel, como o entretenimento, a personalização e o benefício
monetário, são os que mais se (co)relacionam com a receptividade. O controlo sobre as
mensagens promocionais enviadas para os telemóveis e as características de segurança da
tecnologia evidenciam, também, uma relação positiva com a receptividade ao bluetooth marketing.
Conclui-se, ainda, que os jovens e jovens adultos, mais do sexo feminino e trabalhadoresestudantes
são os mais aptos a aderir ao bluetooth marketing.
With the increasing technological innovation, the concept of marketing and its applications become more functional and wide, and are available in several areas. Today is already visible in the development of mobile marketing campaigns companies, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets, etc.). Taking advantage of the resources of devices (bluetooth networks, Wi-Fi, WAP, SMS service, MMS, etc.), as a vehicle to approach and communicate with consumers, bluetooth technology shows potential as an option for the mobile marketing to be increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". From the literature review on the concept of mobile marketing and bluetooth marketing and also analyzing the theories of behavior consumers, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study, from the formulation of a set of hypotheses and the implementation of an online survey questionnaire to a valid sample of 755 responses, demonstrating that there is a relationship between factors such as expanded knowledge of how to use technology, in particular, ease of use, file exchange and peer influence, and receptivity to bluetooth marketing. Also the value attributed to the content of advertising messages via mobile phone, as entertainment, personalization, and monetary benefits are the ones that relate to responsiveness. The control over promotional messages sent to mobile phones and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing. Furthermore, it is concluded that youth and young adults, mostly women, student workers are more apt to accept bluetooth marketing.
With the increasing technological innovation, the concept of marketing and its applications become more functional and wide, and are available in several areas. Today is already visible in the development of mobile marketing campaigns companies, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets, etc.). Taking advantage of the resources of devices (bluetooth networks, Wi-Fi, WAP, SMS service, MMS, etc.), as a vehicle to approach and communicate with consumers, bluetooth technology shows potential as an option for the mobile marketing to be increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". From the literature review on the concept of mobile marketing and bluetooth marketing and also analyzing the theories of behavior consumers, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study, from the formulation of a set of hypotheses and the implementation of an online survey questionnaire to a valid sample of 755 responses, demonstrating that there is a relationship between factors such as expanded knowledge of how to use technology, in particular, ease of use, file exchange and peer influence, and receptivity to bluetooth marketing. Also the value attributed to the content of advertising messages via mobile phone, as entertainment, personalization, and monetary benefits are the ones that relate to responsiveness. The control over promotional messages sent to mobile phones and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing. Furthermore, it is concluded that youth and young adults, mostly women, student workers are more apt to accept bluetooth marketing.
Description
Dissertação de Mestrado
apresentada ao Instituto Superior de Contabilidade e Administração do
Porto para a obtenção do grau de Mestre em Marketing Digital, sob
orientação do Mestre Paulo Gonçalves e da Doutora Madalena Vilas Boas
Esta versão não contém as críticas e sugestões dos elementos do júri
Keywords
Comportamento do consumidor Tecnologia Bluetooth marketing Mobile marketing Consumer behavior Technology
Citation
Publisher
Instituto Politécnico do Porto. Instituto Superior de Contabilidade e Administração do Porto