2.

1 LITERATURE REVIEW
The literature review is a process that empowers readers with a lot of information and
knowledge, it can however be argued that such a process can be challenging as one has to
integrate viewpoints of various authors in order to come up with a new viewpoint. This contains
a body of text that aims to review the critical points of current knowledge, including substantive
findings as well as theoretical and methodological contributions to a particular topic. (Brynard)
stated that a researcher should always try to follow the last mentioned action, as this is the path
to the creation of new knowledge. Therefore, in this chapter the researcher is discussing
various studies and findings about the acceptance level of customers stated by various authors.
A literature review is an account of what has been published on a topic by accredited scholars
and researchers. Occasionally researcher will be asked to write one as a separate assignment
(sometimes in the form of an annotated bibliography), but more often it is part of the
introduction to an essay, research report, or thesis. In writing the literature review, the
researcher's purpose is to convey to the reader what knowledge and ideas have been established
on a topic, and what their strengths and weaknesses are. As a piece of writing, the literature
review must be defined by a guiding concept (e.g., research objective, the problem or issue
researcher are discussing, or researcher argumentative thesis). It is not just a descriptive list of
the material available, or a set of summaries
1. Paul A. Herbig, Ralph L. Day, (1992)1 "Customer Acceptance: Of the three ingredients
required for a commercially successful innovation to occur the technological feasibility,
the entrepreneur, and the customer need/want the most important is customer need. The
notion of customer acceptance of a technological innovation prior to its diffusion has
largely been neglected in research on marketing. However, marketing personnel and the
entire business community need to understand the reasons behind the customer
acceptance or rejection in order to become more efficient in research and development
and to contribute to the competitiveness and profitability of the firm. Examines the
determinants of diffusion; those factors which determine whether or not an innovation is
accepted, with special note of determinants of customer acceptance of an innovation.

2. (Amberg at al., 2003)2 Consumer acceptance of mobile phones. It is the key element, as
users ultimately decide whether or not to use a new system. That is why factors that affect
consumer adoption behavior need to be carefully identified and examined.
3. (Schierz at al., 2010, p. 210) 3 Consumer acceptance could be considered a relatively
enduring cognitive and affective perceptual orientation of an individual.
(Davis, 1989)4 as the basis for the research we use the widely accepted model for

4.

customer acceptance of various information systems, described and tested by Davis

(1989). The model is called the Technology Acceptance Model (the TAM), which
interprets customers attitudes towards different technological innovations (Davis, 1989)
and will help us to look at the MP adoption from the consumers viewpoint. This model is
predicated on the assumption that the factors influencing a customers decision with
regard to acceptance or refusal to accept a technical innovation can be determined and
quantified (Davis, 1989). The model offers two fundamental determinants of new
technology acceptance perceived usefulness and perceived ease of use. According to
this model, perceived usefulness is affected by perceived ease of use, as it stipulates that
with all other conditions the same, the ease of using the system increases its usefulness.
5. Consumer acceptance of MPs have focused on compatibility (Dahlberg & Oorni, 2006
5

; Lu at al., 2011 6; Mallat, 2007 7; Schierz et al., 2010 8;); individual mobility (Schierz

et al., 2010; Zmijewska et al., 2004 9); subjective/social norms (Dahlberg & Oorni,
2006; Shin, 2010 10; Schierz et al., 2010); convenience (Dahlberg & Oorni, 2006;
Hayashi, 2012 11; Kim et al., 2010 12; Pousttchi, 2003 13; Xu & Gutierrez, 2006 14);
perceived benefits/relative advantage (Shin, 2010; Lu et al., 2011); perceived risk (Shin,
2010; Lu et al., 2011; Mallat, 2007); security (Hayashi, 2012; Dahlberg et al., 2003;
Kim et al., 2010; Pousttchi, 2003; Zmijewska et al., 2004); trust (Gahlberg et al.,
2003; Dahlberg & Oorni, 2006; Shin, 2010; Kim et al,. 2010; Mallat, 2007;
Zmijewska et al,. 2004); cost (Hayashi, 2012; Lu et al., 2011; Mallat, 2007; Pousttchi,
2003; Zmijewska et al., 2004); and perceived ease of use and usefulness (Dahlberg et
al., 2003; Dahlberg & Oorni, 2006; Kim et al., 2010; Schierz et al., 2010; Zmijewska
et al., 2004). Among the least explored factors are contextual, expressiveness,
observability, privacy, speed of transaction, and technology anxiety (Dahlberg at al.,

2008) 15. According to the literature, the factors which seem to be the most important for
mobile phone acceptance are ease of use, trust, security, usefulness, cost, and
compatibility.
6. (Shin, 2010)16 mobile phones could have a relatively high consumer acceptance rate if the
technology that will be offered will be secure, convenient, and easy to use, and will cost
the consumer very little or nothing.
7. (Linck et al., 2006)17 another study has shown that the true reason for security concerns
from a customers viewpoint is neglecting subjective security. Therefore, we hypothesize
that perceived security of use of proximity MPs should exert a positive effect on the
intention to use this type of payment.
8. Silberer and Wolfahrt (2001)18 Consumer acceptance is a complicated process involving
societal attitudes. Based

on acceptance research has provided important insights in

explaining the success or failure of new product or services.

9. Ajzen and Fishbein (1980)19 As mobile marketing is still in an embryonic stage of
commercial deployment, most consumers have not yet had the chance to adopt and use it
as an innovation. It is thus impossible to empirically measure adoption and use
acceptance; consequently, as is typical in these scenarios, overall acceptance should be
forecasted by measuring the attitude toward acceptance. The Theory of Reasoned Action
(TRA) provides some important direction.
As such, it is of major relevance to the development of a model for testing
mobile marketing acceptance. The basic assumption of Ajzen and Fishbeins theory is
that individuals consciously decide on performing or not performing a specific behaviour;
they consider and evaluate various criteria concerning the behaviour before actually
performing it. To give an advertising company the permission to send advertising
messages to an individuals mobile phone can certainly be considered as a decision made
consciously.
10. Im et al. (2003, p. 62)20 the first construct we will consider is innovativeness. For a
precise conceptualization of the "innovativeness" construct some authors differentiate the
concepts of "innate innovativeness" and "actual innovativeness". "Innate innovativeness"
constitutes the "innovativeness" that is part of each individuals personality. "Actual

innovativeness" refers to the actual adoption of a specific innovation by a particular

individual. As yet, mobile marketing has not been keenly used as marketing instrument
and only a few consumers have experience in receiving advertisement on their mobile
phone. The idea of "actual innovativeness" thus appears to be of little importance for this
study. Notwithstanding, the concept of "innate innovativeness" is highly relevant for n
i=1ni=1 investigating the acceptance drivers of mobile marketing. The following
considerations therefore all refer only to this concept.
11. Moreau et al. (2001, p. 15)21 A central psychological determinant of consumer behaviour
is an individuals knowledge. Existing knowledge affects the cognitive processes related
to a consumers decisions and is thus also an important determinant of the acceptance
decision. A consumers existing knowledge determines his ability to understand the
features and usage of an innovation. Existing knowledge thus affects the consumers
perception of the innovations complexity
12. (Soderlund, 1998)22 consumer acceptance reflects on their experience using a product.
Then the company can show a positive or a good image to their consumers to produce a
good product that will give a better experience to them supported.
13. Mohd Ma'sum Billah (2003)23 in a following comparison between Islamic and
conventional insurance contracts, the study continues with a survey of Takaful activities
in various Asian countries, including Malaysia, Singapore, Indonesia, Saudi Arabia and
Kuwait. The study concludes by reporting in the future prospects of Takaful. It is our
belief that understanding the nature of Takaful as well as

comprehension of

the

arguments advocating it are necessary if this useful service is to gain wider acceptance.
14. Boyd & Mason, (1999)24 another complexity related to the acceptance concept is that the
overall consumer adoption process often is described as having multiple phases. For
example, awareness, attention, information acquisition and evaluation, and intentions are
sometimes differentiated. Meuter, Bitner, Ostrum, & Brown, (2005)

25

other

descriptions of the process include awareness, investigation, evaluation, trial, repeated

use, and commitment.

15. Fishbein & Azjen (1975)26 one thing that became clear from the literature was the
importance of differentiating between attitudes, intentions, and behaviors. Thus to begin
to organize the literature in terms of acceptance, we categorized the research according to
whether the focus was on attitudinal acceptance, intentional acceptance, or behavioral
acceptance. This distinction is based on the theory of reasoned action described. The idea
is that attitudes influence intentions which in turn influence behaviors.
With respect to technology acceptance, a person may be accepting of the
product in principle (attitudinal acceptance), may have accepted it to the level that they
have formed an intention based on that acceptance, or their acceptance is relatively
complete as indexed by their actual behavior. The majority of research has focused on
intentional acceptance but where possible we describe the different predictors of these
main acceptance categories.
16. The majority of marketing studies trust can be as part of brand credibility, in product
acceptance (Keller and Aaker, 1992)27, fundamental to development of loyalty
(Reicheld and Schefter, 2000)28 and as critical in maintaining successful agency-client
relationship (Labahn and Kohli, 1997)29. There is, generally a paucity of trust related
research in the consumer domain, although several recent publications focus on the
consumer relationship with brands (Aaker 1997; Fournier, 998)30. Thus, since
consumers have trusted any brand or products, it shows that their acceptance towards a
product.
17. (Ekin et al, 2001)31 There will be a huge acceptance of online banking with the passage
of time with growing awareness and education. A great many people are shifting to online
banking and are readily accepting the usefulness of this bounty. The online banking
service allows customers to manage their accounts from any place at any time for
minimum cost; it gives abundant compensation to the client in terms of price and ease.
18. Dillon, A. And Morris, M. (1996)32 Understanding the factors that influence user
acceptance of information technology is of interest both to researchers in a variety of
fields as well as procurers of technology for large organizations. The present chapter
reviews literature which demonstrates the nature of technological acceptance is mediated
by distinct factor groups related to the psychology of the users, the design process of

information technology, and the quality of the technology in user terms. It is concluded
that current research offers insights that can support the derivation of reliable predictions
of user acceptance. However, potentially overlapping theories seem to exist
independently of each other and there exists scope for a unifying framework to extend
innovation diffusion concepts and systems design models (particularly user-centered
design) into a formal theory of user acceptance of information technology.