Understanding the acceptance of mobile SMS advertising among young Chinese consumers

Abstract This study examined the acceptance of SMS advertising, an increasingly popular mobile marketing practice, among young Chinese consumers. A modified technology acceptance model (TAM) was developed to test the intention to use SMS advertising—that is, to read the advertising message and take action as suggested by the message. Data were collected from 262 mobile phone users who were 21–35 years old. The research model was analyzed using structural equation modeling (SEM). Results showed that the two key determinants of TAM, the perceived usefulness and perceived ease of use of SMS advertising messages, predicted the intention to use them. In addition, trust in SMS advertising and subjective norms also contributed to the intention to use. The antecedents and consequents of perceived usefulness and trust were also examined in the SMS advertising context. Overall, the model is well supported. This study represents a novel approach to studying the effectiveness of SMS advertising by applying a model developed in information technology. It also revitalizes the theory of reasoned action in advertising research. The findings have important implications for studying advertising and marketing activities that utilize new media. In addition, practical implications are discussed and directions for future research are suggested. © 2008 Wiley Periodicals, Inc.