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Influence of SMS Advertising on Consumer Behavioral Intention

Influence of SMS Advertising on Consumer Behavioral Intention

Hongyan Lin, Zhankui Chen
Copyright: © 2015 |Volume: 27 |Issue: 4 |Pages: 18
ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781466675483|DOI: 10.4018/JOEUC.2015100102
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MLA

Lin, Hongyan, and Zhankui Chen. "Influence of SMS Advertising on Consumer Behavioral Intention." JOEUC vol.27, no.4 2015: pp.25-42. http://doi.org/10.4018/JOEUC.2015100102

APA

Lin, H. & Chen, Z. (2015). Influence of SMS Advertising on Consumer Behavioral Intention. Journal of Organizational and End User Computing (JOEUC), 27(4), 25-42. http://doi.org/10.4018/JOEUC.2015100102

Chicago

Lin, Hongyan, and Zhankui Chen. "Influence of SMS Advertising on Consumer Behavioral Intention," Journal of Organizational and End User Computing (JOEUC) 27, no.4: 25-42. http://doi.org/10.4018/JOEUC.2015100102

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Abstract

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.

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