Sms Advertising in India: is Tam a Robust Model for Explaining Intention?

Hemant Bamoriya · Rajendra Prasad Singh

27 citations0/0 files storedOrganizations and Markets in Emerging Economies

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Technology Adoption and User Behaviour Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. The findings suggested that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. The study indicated that perceived utility was a much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. The study suggested that in order to increase acceptance of SMS advertising marketers should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2005Principles and practice of structural equation modeling, 2nd ed.2002Principles and practice in reporting structural equation analyses.1997Structural Equation Modeling: Concepts, Issues, and Applications 1995Assessing IT Usage: The Role of Prior Experience 1993Testing Structural equation models 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2004Consumer Attitudes Toward Mobile Advertising: An Empirical Study

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