• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Applying the technology acceptance model in a two-country study of SMS advertising
【24h】

Applying the technology acceptance model in a two-country study of SMS advertising

机译：在两个国家的SMS广告研究中应用技术接受模型

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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.
机译：短消息服务（SMS）使营销人员可以通过手机在特定时间和位置直接与目标消费者互动。本研究使用改良的技术接受模型，研究了影响消费者对SMS广告接受程度的因素。在美国和韩国收集了数据，以测试概念模型和量表的跨文化有效性。研究结果表明，这些量表在两个国家范围内都是有效的。有用的构造对于在两个国家树立消费者对于接受SMS广告的良好态度非常重要。韩国年轻消费者对SMS广告的态度比美国同行更为积极。尽管社会影响力不会影响韩国消费者的接受态度，但确实与美国消费者的态度呈正相关。这项研究表明，在两个文化独特的国家，消费者对SMS广告的接受程度确实有所不同。

著录项

  • 来源
    《Journal of Business Research》 |2015年第1期|1-6|共6页
  • 作者

    Alexander Muk; Christina Chung;

  • 作者单位

    School of Journalism and Mass Communication, Texas State University-San Marcos, 601 University Drive, Old Main 230C, San Marcos, TX 78666, United States;

    Anisfield School of Business, Ramapo College of New Jersey, 505 Ramapo Valley Road, Mahwah, NJ 07430, United States;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    America; Attitude; Culture; Intention; Korea; SMS;

    机译：美国;态度;文化;意向;韩国;短信;

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号