Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study. (30th June 2008)

• Record Type: Journal Article
• Authors: Karjaluoto, Heikki; Standing, Craig; Becker, Michael; Leppaniemi, Matti
• Is Part Of: International journal of electronic business. Volume 6:Number 3(2008)
• Page Start: 298
• Page End: 318
• Publication Date: 2008-06-30
• Subjects: mobile marketing -- SMS marketing messages -- consumer acceptance -- intention to use -- Finland -- m-marketing; Electronic commerce -- Periodicals; 658.05467805
• Languages: English
• ISSNs: 1470-6067

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.