Open AccessANTECEDENTS OF SMS ADVERTISING ACCEPTANCE AMONG YOUNG VIETNAMESE CONSUMERS
Author(s) -
An Pham,
Le Nguyen Hau
Publication year - 2010
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v13i4.2187
Subject(s) - vietnamese , antecedent (behavioral psychology) , psychology , advertising , social psychology , business , philosophy , linguistics
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.