SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?
This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as research framework. 242 respondents completed a structured questionnaire; measuring their responses for the TAM’s five constructs viz. perceived utility, perceived ease of use,...
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| Format: | Article |
| Language: | English |
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Danubius University
2012-06-01
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| Series: | Acta Universitatis Danubius: Oeconomica |
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| Online Access: | http://journals.univ-danubius.ro/index.php/oeconomica/article/view/1298/1162 |