Applying the technology acceptance model in a two-country study of SMS advertising

Short message service (SMS) allows marketers to interact directly with target consumers at specific times and locations via their mobile phones. Using a modified technology acceptance model, this study examines factors that influence consumersʹ acceptance of SMS advertising. Data were collected in the U.S. and Korea to test the conceptual model and the cross-cultural validity of the measurement scales. The findings suggest that these scales are valid in the two national contexts. The usefulness construct is important to establish consumersʹ favorable attitudes toward acceptance of SMS ads in both countries. Young Korean consumersʹ attitudes toward SMS ads are more positive than their American counterparts. Although social influence has no effect on Korean consumersʹ attitudes toward acceptance, it does show a positive relationship with American consumersʹ attitudes. This study reveals that consumersʹ acceptance of SMS ads does differ in the two culturally distinctive countries.