Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study
by Heikki Karjaluoto, Craig Standing, Michael Becker, Matti Leppaniemi
International Journal of Electronic Business (IJEB), Vol. 6, No. 3, 2008

Abstract: The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.

Online publication date: Sun, 29-Jun-2008

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