ANTECEDENTS OF SMS ADVERTISING ACCEPTANCE AMONG YOUNG VIETNAMESE CONSUMERS

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.