SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as research framework. 242 respondents completed a structured questionnaire; measuring their responses for the TAM’s five constructs viz. perceived utility, perceived ease of use, perceived trust, attitude and intention. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. Findings indicated that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. Study further indicated that perceived utility was much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. Study suggested marketers that to increase acceptance of SMS advertising they should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising.