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Indexed by:期刊论文

Date of Publication:2011-01-01

Journal:ICIC Express Letters

Included Journals:EI、Scopus

Volume:5

Issue:1

Page Number:7-13

ISSN No.:1881803X

Abstract:SMS (Short Message Service) advertising as an innovation is applied frequently in our daily life. Based on the innovation diffusion theory and the theory of reasoned action an integrated researih model on user acceptance of SMS advertising is introduced in this study and a survey has been done correspondingly Structural equation modeling was used to analyze the survey data. The results indicate that such factors as locatio n mnobility compatibility; observability and trialability of SMS advertising have significant effects on users' behavior. Furthermore, the mobility considered in our model has more apparent influence than any other determinants. We also find that there is no remarkable effect caused by customization and complexity on users' acceptance behavior. The findings of this study have practical values for firms to design SMS advertising more effectively. ? 2011 ISSN.