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Factors influencing Chinese youth consumers' acceptance of mobile marketing

✍ Scribed by Gao, Tao (Tony); Sultan, Fareena; Rohm, Andrew J.

Book ID
121432651
Publisher
Emerald Group Publishing Limited
Year
2010
Tongue
English
Weight
163 KB
Volume
27
Category
Article
ISSN
0736-3761

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## Abstract This study examined the acceptance of SMS advertising, an increasingly popular mobile marketing practice, among young Chinese consumers. A modified technology acceptance model (TAM) was developed to test the intention to use SMS advertisingβ€”that is, to read the advertising message and t