Title: Explaining consumer acceptance of mobile competitions and prize draws

Authors: Rafael Currás-Pérez; Carla Ruiz-Mafé; Silvia Sanz-Blas

Addresses: Department of Marketing, Facultat d'Economia, Universitat de València, Avda. de los Naranjos s/n, 46022-Valencia, Spain. ' Department of Marketing, Facultat d'Economia, Universitat de València, Avda. de los Naranjos s/n, 46022-Valencia, Spain. ' Department of Marketing, Facultat d'Economia, Universitat de València, Avda. de los Naranjos s/n, 46022-Valencia, Spain

Abstract: This article aims to develop an improved model for consumer acceptance of mobile competitions and prize draws announced on television programmes. Findings obtained from a sample of 396 Spanish mobile shoppers show that SMS compatibility influences directly and positively perceived SMS ease of use, perceived usefulness and attitude towards participating in M-competitions and prize draws. SMS ease of use does not directly influence M-competitions and prize draws usage intention, however, it does activate perceived usefulness which influences future usage intention through attitude. Moreover, SMS compatibility has been revealed as an important antecedent of technology acceptance model|s beliefs and consumer attitude towards M-competitions and prize draws. The study also shows the importance of television programmes information dependency on consumer attitude and M-competitions and prize draws usage intention.

Keywords: dependency; technology acceptance model; TAM; short message service; text messaging; mobile phones; cell phones; internet; mobile communication systems; mobile competitions; prize draws; consumer acceptance; consumers; television programmes; Spain; mobile shoppers; SMS compatibility; positive perceptions; ease of use; perceived usefulness; consumer attitudes; M-competitions; usage intentions; future usage; internet marketing; advertising; world wide web.

DOI: 10.1504/IJIMA.2011.043654

International Journal of Internet Marketing and Advertising, 2011 Vol.6 No.4, pp.315 - 332

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 09 Nov 2011 *

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