Factors affecting Finnish consumers' intention to receive SMS marketing: A conceptual model and an empirical study
Document Type
Journal Article
Faculty
Faculty of Business and Law
School
School of Management
RAS ID
5788
Abstract
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.
DOI
10.1504/IJEB.2008.019109
Comments
Karjaluoto, H., Standing, C., Becker. M., & Leppaniemi, M. (2008) Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study. International Journal of Electronic Business 6(3). pp. 298 - 318. Available here