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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.
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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
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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. VNUHCM Journal of Science and Technology Development, 13(4), 52-60. https://doi.org/https://doi.org/10.32508/stdj.v13i4.2187
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