Economics, Law and Management - Research article
ANTECEDENTS OF SMS ADVERTISING ACCEPTANCE AMONG YOUNG VIETNAMESE CONSUMERS
- University of Technology, VNU- HCM
- University of Technology, VNU-HCM
Correspondence to:
Anh Ngoc Van Pham,
University of Technology, VNU- HCM.
Email:
pvphuc@hcmuns.edu.vn.
Published:
2010-12-30
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.