Title

Factors Affecting Finnish Consumers' Intention to Receive Sms Marketing: A Conceptual Model and an Empirical Study

Document Type

Journal Article

Faculty

Business and Law

School

Management

RAS ID

5788

Comments

This article was originally published as: 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. Original article available here

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

 

Link to publisher version (DOI)

10.1504/IJEB.2008.019109