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تعداد صفحات این فایل: ۲۱ صفحه

بخشی از مقاله انگلیسیعنوان انگلیسی:Applying the technology acceptance model in a two-country study of SMS advertising~~en~~

Abstract

Short message service (SMS) allows marketers to interact directly with target consumers at specific times and locations via their mobile phones. Using a modified technology acceptance model, this study examines factors that influence consumers’ acceptance of SMS advertising. Data were collected in the U.S. and Korea to test the conceptual model and the cross-cultural validity of the measurement scales. The findings suggest that these scales are valid in the two national contexts. The usefulness construct is important to establish consumers’ favorable attitudes toward acceptance of SMS ads in both countries. Young Korean consumers’ attitudes toward SMS ads are more positive than their American counterparts. Although social influence has no effect on Korean consumers’ attitudes toward acceptance, it does show a positive relationship with American consumers’ attitudes. This study reveals that consumers’ acceptance of SMS ads does differ in the two culturally distinctive countries.

۱ Introduction

The growing importance of the mobile phone as a new direct interactive medium in mobile media is in its portability and capability to function as a small computer. Based on mobile phone users’ demographic information and usage patterns, advertisers can deliver personalized marketing messages to users via their mobile phones at specific times and locations (Peters, Amato, & Hollenbeck, 2007).

To gain a better understanding of the effectiveness of mobile marketing, a cross-cultural approach may help identify important factors that influence consumers’ perceptions of mobile advertising. This study selects American and Korean consumers for comparison because of their distinctive cultural differences as well as their propensities to accepting mobile marketing.

Mobile phone penetration rates in the U.S. and Korea are over 90%. In 2011, mobile advertising spending in America and Korea reached $1 billion and $322 million, respectively (eMarketer, 2012). International marketers have already integrated mobile technologies in the media-mix to build brands because using permission-based mobile advertising can capture consumers’ attention and raise brand awareness (Okazaki & Taylor, 2008; Yunos, Gao, & Shim, 2003).

Cultural values are important factors that influence consumers’ innovative behaviors of accepting technology-related products (Steenkamp, Hofstede, & Wedel, 1999; Straub, 1994; Veiga, Floyd, & Dechant, 2001; Yaveroglu & Donthu, 2002). Short message service (SMS) is a mobile application that allows users to communicate with text messages. Rapid adoption of SMS by consumers allows advertisers to interact with them via personalized marketing messages.

Through a better understanding of what influences consumers’ acceptance of mobile advertising across cultures, international marketers can develop effective strategies that make SMS advertising more relevant to the target audiences’ needs. This study will address the following two research questions. RQ1. Does adoption of SMS technology influence consumers’ attitudes toward acceptance of SMS advertising RQ2. Do the attitudes toward use vary in different countries

Few empirical studies have used the technology acceptance model (TAM) to examine consumers’ acceptance of SMS advertising. This study focuses on how the perceived ease of use, perceived usefulness and social influence affect consumers’ attitudes toward acceptance of SMS advertising and the relationship between attitudes and intention to use. By comparing American and Korean consumers’ attitudes toward SMS ads and intentions to use SMS adverting, this study also examines cross-cultural scale validity. In addition, the findings may provide advertisers a better understanding of the impact of cross-cultural differences on consumers’ adoption of SMS advertising.

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