Análise das determinantes à receptividade ao bluetooth marketing pelo consumidor português – um estudo empírico

With the increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today is visible the development of mobile marketing campaigns, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets). Taking advantage of mobile devices services (bluetooth networks, Wi-Fi, WAP, SMS service, MMS) as a vehicle to approach and communicate with consumers, bluetooth technology is a potential way of mobile marketing to become increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". According to the literature review on the concept of mobile marketing, bluetooth marketing and consumer behaviour theories, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study developed from a set of hypotheses and implementation of an online questionnaire to a sample of 755 respondents, demonstrated that there is a relationship between factors such as, technology ease of use, file exchanging and influence of peers, and the receptivity to bluetooth marketing. Also information value of mobile advertising messages, such as entertainment and personalization relates to responsiveness. The consumer’s perceived control over mobile promotional messages and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing