Title: Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study

Authors: Heikki Karjaluoto, Craig Standing, Michael Becker, Matti Leppaniemi

Addresses: Department of Marketing, The School of Business and Economics, University of Jyvaskyla, P.O. Box 35, FI-40014, Finland. ' Faculty of Business and Law, Edith Cowan University of Western Australia, 100 Joondalup Drive, Joondalup, Western Australia, 6027, Australia. ' EVP Business Development, iLoop Mobile, 55 South Market St., 15th Floor, Suite 1560, San Jose, CA 95113, USA. ' Faculty of Economics and Business Administration, University of Oulu, P.O. Box 4600, FI-90014, Finland

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.

Keywords: mobile marketing; SMS marketing messages; consumer acceptance; intention to use; Finland; m-marketing.

DOI: 10.1504/IJEB.2008.019109

International Journal of Electronic Business, 2008 Vol.6 No.3, pp.298 - 318

Published online: 29 Jun 2008 *

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