Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study

The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.

[1]  S. Barnes Wireless digital advertising: nature and implications , 2002 .

[2]  Kieran Mathieson,et al.  Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior , 1991, Inf. Syst. Res..

[3]  Per E. Pedersen,et al.  Explaining intention to use mobile chat services: moderating effects of gender , 2005 .

[4]  Stuart J. Barnes,et al.  Mobile marketing: the role of permission and acceptance , 2004, Int. J. Mob. Commun..

[5]  Joe Cappo,et al.  The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age , 2003 .

[6]  Heikki Karjaluoto,et al.  Factors influencing consumers' willingness to accept mobile advertising: a conceptual model , 2005, Int. J. Mob. Commun..

[7]  Craig Standing,et al.  Individual Differences in the Use of Mobile Services among Finnish Consumers , 2006 .

[8]  R. W. Stone,et al.  A Structural Equation Model Of End-User Satisfaction With A Computer-Based Medical Information System , 1994 .

[9]  Stuart J. Barnes,et al.  Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand , 2005, International Conference on Mobile Business (ICMB'05).

[10]  Terry S. Overton,et al.  Estimating Nonresponse Bias in Mail Surveys , 1977 .

[11]  Keng Siau,et al.  Mobile communications and mobile services , 2003, Int. J. Mob. Commun..

[12]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[13]  Maria Madlberger,et al.  Consumer Attitude toward Advertising via Mobile Devices - An Empirical Investigation among Austrian Users , 2005, ECIS.

[14]  E. Rogers,et al.  Diffusion of innovations , 1964, Encyclopedia of Sport Management.

[15]  Fred D. Davis Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[16]  Stuart J. Barnes,et al.  Rising sun: iMode and the wireless Internet , 2003, CACM.

[17]  Charles D. Barrett Understanding Attitudes and Predicting Social Behavior , 1980 .

[18]  M. Browne,et al.  Alternative Ways of Assessing Model Fit , 1992 .

[19]  Ting-Peng Liang,et al.  Consumer Attitudes Toward Mobile Advertising: An Empirical Study , 2004, Int. J. Electron. Commer..

[20]  S. Swanson,et al.  The role of relationship quality in the stratification of vendors as perceived by customers , 1998 .

[21]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[22]  Per E. Pedersen,et al.  Mobilizing the Brand , 2005 .

[23]  Per E. Pedersen,et al.  Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters , 2005, J. Organ. Comput. Electron. Commer..

[24]  Per E. Pedersen,et al.  Intentions to use mobile services: Antecedents and cross-service comparisons , 2005 .

[25]  S. Barnes,et al.  Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study , 2005 .

[26]  J. Nunnally Psychometric Theory (2nd ed), New York: McGraw-Hill. , 1978 .

[27]  I. Ajzen The theory of planned behavior , 1991 .

[28]  Kar Yan Tam,et al.  Understanding the Adoption of Multipurpose Information Appliances: The Case of Mobile Data Services , 2006, Inf. Syst. Res..

[29]  Arno Scharl,et al.  An investigation and conceptual model of SMS marketing , 2004, 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the.

[30]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[31]  Alexander Hars,et al.  Web Based Knowledge Infrastructures for the Sciences: An Adaptive Document , 2000, Commun. Assoc. Inf. Syst..

[32]  Fred D. Davis,et al.  A critical assessment of potential measurement biases in the technology acceptance model: three experiments , 1996, Int. J. Hum. Comput. Stud..

[33]  Paul A. Pavlou,et al.  Building Effective Online Marketplaces with Institution-Based Trust , 2004, Inf. Syst. Res..

[34]  Sameer Kumar,et al.  Mobile communications: global trends in the 21st century , 2004, Int. J. Mob. Commun..

[35]  Arno Scharl,et al.  Diffusion and success factors of mobile marketing , 2005, Electron. Commer. Res. Appl..

[36]  Teemu Kautonen,et al.  Trust, Social Networks and Enterprise Development: Exploring Evidence from East and West Germany , 2005 .

[37]  Jen-Her Wu,et al.  What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model , 2005, Inf. Manag..

[38]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[39]  Henri Barki,et al.  Explaining the Role of User Participation in Information System Use , 1994 .

[40]  Pramod Mohanlal,et al.  Structural Equation Modelling , 2013 .

[41]  P. Bentler,et al.  Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives , 1999 .

[42]  Adamantios Diamantopoulos,et al.  Introducing Lisrel: A Guide for the Uninitiated , 2000 .

[43]  Detmar W. Straub,et al.  Structural Equation Modeling and Regression: Guidelines for Research Practice , 2000, Commun. Assoc. Inf. Syst..

[44]  Sandeep Krishnamurthy,et al.  A Comprehensive Analysis of Permission Marketing , 2006, J. Comput. Mediat. Commun..

[45]  Ulf-Dietrich Reips,et al.  Financial Incentives, Personal Information and Drop Out in Online Studies , 2001 .

[46]  Karl G. Jöreskog,et al.  Structural equation modeling with ordinal variables , 1994 .

[47]  Albert H. Segars,et al.  Re-examining perceived ease of use and usefulness , 1993 .

[48]  D. Stewart,et al.  From consumer response to active consumer: Measuring the effectiveness of interactive media , 2002 .

[49]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[50]  Patrick Barwise,et al.  Permission-based mobile advertising , 2002 .

[51]  Petros Kavassalis,et al.  Mobile Permission Marketing: Framing the Market Inquiry , 2003, Int. J. Electron. Commer..