Open Access 
Downloads
Download data is not yet available.
Abstract
This study aims to investigate the impact of four antecedent factors on the acceptance of SMS advertising among young Vietnamese consumers. The empirical results indicate that “perceived usefulness”, “perceived ease of use”, “trust” and “subjective norms” have significant influences on the intention to use SMS advertising. Of these factors, “subjective norms” and “perceived usefulness” have stronger influences than the other two factors.
Author's Affiliation
Article Details
Issue: Vol 13 No 4 (2010)
Page No.: 52-60
Published: Dec 30, 2010
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v13i4.2187
Copyright Info
Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Pham, A., & Le, H. (2010). ANTECEDENTS OF SMS ADVERTISING ACCEPTANCE AMONG YOUNG VIETNAMESE CONSUMERS. Science and Technology Development Journal, 13(4), 52-60. https://doi.org/https://doi.org/10.32508/stdj.v13i4.2187
Download Citation
Cited by
Article Statistics
HTML = 1322 times
Download PDF = 590 times
Total = 590 times
Download PDF = 590 times
Total = 590 times
Most read articles by the same author(s)
- Long Thanh Nguyen, Hau Nguyen Le, A conceptual model of entrepreneurial competencies, social capital and corporate entreprenuership in smes , Science and Technology Development Journal: Vol 16 No 2 (2013)
- Tuu Huy Ho, Hau Nguyen Le, Applied implications for food marketing, quality assurance and control: an approach based on analyzing consumer attitudes and behavior , Science and Technology Development Journal: Vol 17 No 3 (2014)
- Mai Kieu Phuong Hua, Vi Tran, Hau Nguyen Le, THE EFFECTS OF INNOVATIVE CULTURE AND COMPETITIVE INTENSITY ON MARKET ORIENTATION , Science and Technology Development Journal: Vol 14 No 1 (2011)
- Hoang Duy Cao, Hau Nguyen Le, THE QUALITY OF PUBLIC ADMINISTRATIVE SERVICE AND CITIZEN SATISFACTION – A STUDY IN DALAT CITY , Science and Technology Development Journal: Vol 14 No 2 (2011)
- Hau Nguyen Le, Quynh Truc Tran, Anh Duc Le, “VIETNAMESE CONSUMES VIETNAMESE PRODUCTS”: THE ROLE OF ETHNOCENTRISM, PERCEIVED QUALITY AND PERCEIVED PRICE ON WILLINGNESS TO BUY , Science and Technology Development Journal: Vol 14 No 3 (2011)
- Thuy Ngoc Pham, Hau Nguyen Le, ANTECEDENTS OF MARKET ORIENTATION: AN EMPIRICAL STUDY IN VIETNAM , Science and Technology Development Journal: Vol 13 No 1 (2010)
