Influence of SMS Advertising on Consumer Behavioral Intention

摘要: Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of advertising, i.e., SMS advertising. Based theory planned behavior, authors explore influence consumer behavior China. Participants are Chinese students and office workers. The results indicate that a perceived infotainment credibility have positive significant effect attitudes, whereas irritation negative attitudes; b subjective norms, control effects to use; c attitudes also mediate relationship between norms d men women pursue different paths use. above results, theoretical practical implications discussed study.