SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

首页> 外文期刊>Acta Universitatis Danubius. Oeconomica >SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

【24h】

SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

机译：印度的SMS广告：TAM是解释意图的可靠模型吗？

获取原文

掌桥外文数据库（机构版） >>

开具论文收录证明 >>

文献代查 >>

页面导航

摘要
著录项
相似文献
相关主题

摘要

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, perceived trust, attitude and intention. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. Findings indicated 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. Study further indicated that perceived utility was much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. Study suggested marketers that to increase acceptance of SMS advertising they should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising.

机译：这项研究使用技术接受模型（TAM）作为研究框架，研究了移动用户在印度接收SMS广告的意图。 242名受访者填写了结构化问卷;评估他们对TAM的五种构想的回应，即感知的实用性，感知的易用性，感知的信任，态度和意图。使用结构方程模型（SEM）进行了测量模型和结构模型测试，以分析数据。结果表明，指定的TAM模型在接收SMS广告的意图中占81.8％的差异，并且是解释接收SMS广告的意图的有效模型。研究进一步表明，感知效用比感知易用性和感知信任更好地预测了对SMS广告的态度。研究建议营销人员，为了增加对SMS广告的接受度，他们应该更多地关注提高SMS广告的效用，以便用户对SMS广告形成积极的态度。

著录项

来源
《Acta Universitatis Danubius. Oeconomica》 |2012年第3期|共页
作者

展开▼
作者单位

展开▼
收录信息
原文格式 PDF
正文语种
中图分类贸易经济;
关键词

相似文献

外文文献
中文文献
专利

1. Integrating cognitive antecedents into TAM to explain mobile banking behavioral intention: A SEM-neural network modeling [J] . Sharma Sujeet Kumar Information systems frontiers . 2019,第4期

机译：将认知先例整合到TAM中以解释移动银行的行为意图：SEM神经网络建模
2. Integrating cognitive antecedents into TAM to explain mobile banking behavioral intention: A SEM-neural network modeling [J] . Sharma Sujeet Kumar Information systems frontiers . 2019,第4期

机译：将认知前一种与TAM集成到TAM以解释移动银行行为意图：SEM神经网络建模
3. An Empirical Investigation to Validate the Technology Acceptance Model (TAM) in Explaining Intentions to Shop Online in Saudi Arabia using SEM [J] . Abbas Albarq European Journal of Business and Management . 2014,第28期

机译：对使用SEM解释在沙特阿拉伯购物意向的技术接受模型（TAM）进行实证研究
4. A Structural Equation Modeling to explain school students' intentions to use bioenergy: An Indian case [C] . Pradipta Halder International Conference on Energy Efficient Technologies for Sustainability . 2016

机译：一个结构方程模型来解释学生使用生物能源的意图：印度的一个案例
5. Transcriptomic and Metabolomic Analyses of Acetaminophen Exposure in Human iPSCs: Potential Mechanisms explaining Epidemiological Associations between Prenatal Acetaminophen Exposure and Increased Risk of Autism Spectrum Disorder [D] . Furnary, Tristan. 2021

机译：人IPSCS中对乙酰氨基酚暴露的转录组和代谢解分析：潜在机制解释产前乙酰氨基酚暴露与自闭症谱系疾病增加的流行病学缔合
6. The Effects of Smoking-Related Television Advertising on Smoking and Intentions to Quit Among Adults in the United States: 1999–2007 [O] . Sherry Emery, Yoonsang Kim, Young Ku Choi, 2012

机译：与吸烟有关的电视广告对美国成年人吸烟和戒烟意愿的影响：1999–2007年
7. Dans ce document, nous nous proposons d’étudier les différentes formes de rentabilisation des sites Internet par l’E-publicité. En effet, la mise en place de sites Internet n’est souvent viable que grâce à l’E-publicité qui en couvre en partie les frais de fonctionnement. Quels sont les caractéristiques de la cyberpublicité, les normes, les formats, les types ? Quels sont les acteurs qui interviennent dans ce processus et quels sont leurs rôles ? Comment se rémunère un site ? Quels sont les différents outils de mesure utilisés ? Quels sont les significations et l’intérêt du référencement, du positionnement, de l’affiliation, du netlinking ? Nous dressons un panorama actuel de la situation et nous montrons comment ces différents outils participent à la bonne marche de l’Internet. Enfin, notre dossier propose des ouvertures sur les nouveaux outils du marketing. In this document, we focus on the analysis of the different ways of profitability of the websites performing e-advertising. Indeed the websites' start-up becomes only profitable when the e-advertising appears which covers partially the running costs. What are the features of e-advertising, the rules, the lay-outs, the models? Who are the participants enrolled in this process and what are their roles? How is the payment of a website? What are the different measuring tools used? What are the meanings and the interests of the reference, the positioning and the affiliation of netlinking? We draw up a current study of the situation and explain how those different elements contribute to the smooth running of internet? Finally our paper proposes openings on the new tools of marketing? [O] . Joël Moulhade 100

机译：Dans ce document，nous nous proposons d'étudierlesdifférentesformesde rentabilisation des sites Internet par l'E-publicité。 En effet，la mise en place de sites Internet n'est souvent possiblequegrâceàl'E-publicitéquien couvre en partie les frais de fonctionnement。 Quels sontlescaractéristiquesdelacyberpublicité，les normes，les formats，les types？ Quels sont les acteurs qui interviennent dans ce processus et quels sontleursrôles？评论serémunèreunsite？ Quels sontlesdifférentsoutilsdemesureutilisés？ Quels sont les significations et l'intérêtduréférencement，du positionnement，de l'affiliation，du netlinking？ Nous dressons un panorama actuel de la situation et nous montrons commentcesdifférentsoutilsparticipentàlabonne marche de l'Internet。 Enfin，notre dossier建议des ouvertures sur les nouveaux outils du marketing。在本文档中，我们重点分析了执行电子广告的网站的不同盈利方式。事实上，当电子广告出现时，网站的初创公司才有利可图，这部分地涵盖了运营成本。电子广告，规则，布局，模型有哪些特点？参加此过程的参与者是谁？他们的角色是什么？如何支付网站？使用了哪些不同的测量工具？ netlinking的参考，定位和隶属关系的含义和利益是什么？我们制定了当前的情况研究，并解释了这些不同因素如何促进互联网的顺利运行？最后，我们的论文提出了新的营销工具的开放性？

SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

摘要

著录项

相似文献

相关主题

期刊订阅