FACTORS INFLUENCING THE INTENTION USE OF HANDHELD DEVICES TO PROMOTE LOCAL HANDICRAFT IN MALAYSIA

Abstract

The hand-held devices have become a necessity for the business community to communicate with each other. One of the most popular hand-held devices is the mobile phone which has the highest adoption rates of technology in the modern history. This research focuses on identifying the critical success factor of using hand-held devices to promote local handicraft in Sabah and testing these independent factors toward intention to use mobile marketing. From a total of 250 questionnaires that we distributed, only 170 (68% return rate) were returned and used for this study. Data was analysed using SmartPLS 2.0. Out of the six independent variables (i.e., compatibility, credibility, ease of use, financial, risk, self-efficacy and usefulness) tested in this research towards an intention to use mobile marketing, only four indicated a significant relationship namely compatibility, credibility, ease of use and self-efficacy.