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SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

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  • Hemant Bamoriya

    (Acropolis Institute of Technology & Research, India)

Abstract

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

Suggested Citation

  • Hemant Bamoriya, 2012. "SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 3(3), pages 17-27, June.
    • Handle: RePEc:dug:actaec:y:2012:i:3:p:17-27
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    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/1298/1162
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    References listed on IDEAS

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    1. Shimp, Terence A & Kavas, Alican, 1984. "The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 795-809, December.
    2. Roozen, Irene & Genin, Emile, 2008. "Can we compare SMS marketing to traditional marketing communications?," Working Papers 2008/50, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
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    Cited by:

    1. Hemant Bamoriya, 2014. "Cross-cultural Exploration of Consumers’ Beliefs and Behavioral Intentions towards QR Codes in Marketing: An Experimental Study in India and USA," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 10(4), pages 61-81, August.

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