Sms Advertising in India: is Tam a Robust Model for Explaining Intention?

Hemant Bamoriya,Rajendra Singh

doi:10.15388/omee.2012.3.1.14277

Hemant Bamoriya, Rajendra Singh

Open Access

https://doi.org/10.15388/omee.2012.3.1.14277

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Abstract

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

Highlights

Marketers seem to gradually shift away from traditional marketing medium to innovative, interactive and more personalized mediums (Roozen et al, 2008; Mirbagheri, 2010)
This study examines the extent to which the Technology Acceptance Model (TAM) is a valid model to explain the intention to receive Short Message Service (SMS) advertising and the influence of each construct in the TAM on the intention to receive SMS advertising among mobile users
Both measurement model testing and structural model testing suggested that constructs in the TAM, i.e., perceived utility, perceived ease of use and attitude towards SMS advertising were instrumental in determining the intention to receive SMS advertising as the model contributed to 81.8% of the variance in the intention to receive SMS advertising

Summary

Introduction

Marketers seem to gradually shift away from traditional marketing medium to innovative, interactive and more personalized mediums (Roozen et al, 2008; Mirbagheri, 2010). In India SMS usage is already substantial as an average Indian mobile user spends 1/3 of total mobile usage time, i.e., 14 minutes per day on messaging, and handles 8.4 SMSes daily (Informate, 2009). This trend is further expected to grow rapidly with increasing penetration of mobile phones and declining tariffs

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