Research on Influencing Factors of Consumer Willingness to Accept Mobile SMS Advertising
As a new media mobile phones advantage has been recognized widely. After entering the 3G era, user acceptance will replace technology become the restriction of short message service (SMS) advertising development, this study proposed a research model based on technology acceptance model (TAM) and extended it, in order to analyze factors which influence consumer willingness to accept SMS advertising comprehensively; then examined the model by structural equation model (SEM), and the results indicated perceived usefulness, perceived ease of use, perceived risk and subjective norms all have significant impact on consumer attitudes towards SMS advertising, consumer attitudes towards SMS advertising also has a significant influence on consumer willingness to accept SMS advertising.
perceived usefulness perceived ease of use perceived risk subjective norms sms advertising
Yini Chen Xiaotong Jin
Business school Northeast Normal University Changchun, China Business school Jilin University Changchun, China
国际会议
成都
英文
382-386
2010-10-23（万方平台首次上网日期，不代表论文的发表时间）