SMS Advertising: A Cross-national Study on Acceptance and Response

摘要：

Despite the potential for small business marketers, SMS advertising has garnered little attention in academic research. This study aims to explore the relationships between consumer acceptance, intention to receive and behavioural response to SMS advertising. In addition, this research is conducted cross-nationally, and compares Australian and South Korean consumers. Data was collected using a self administered questionnaire from 203 Australian and 207 South Korean consumers. Results indicate that consumers are typically un-accepting of SMS advertising, unwilling to receive advertisements and respond negatively to them, while relationships between these variables are generally strong and consistent. Findings suggest that Australian and Korean consumers behave similarly in their acceptance, intention to receive and responses to SMS advertisements.

关键词： SMS advertising acceptance Australia Korea

作者: Kyle Jamieson

作者单位: Curtin University, Australia

会议类型: 国际会议

会议名称: The Thirteenth West Lake International Conference on Small & Medium Business(第十三届西湖国际中小企业研讨会 WLICSMB2011)

会议地点: 杭州

会议语种:英文

页码: 308-316

在线出版日期: 2011-10-15（万方平台首次上网日期，不代表论文的发表时间）