Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers
作者： Alexander Muk
DOI: 10.1057/PALGRAVE.JT.5750062
关键词:
摘要: This study examines whether cultural differences between countries have a significant impact on consumers’ adoption of SMS advertising. Hofstede's individualism/collectivism dimension is used to investigate culture an important determinant people's intentions accept advertising; Taiwan and the US, representing two different cultures, are selected in this study. The propositions presented provide preliminary evidence that orientations embedded their belief systems may play influential role decision-making processes. findings reveal American decisions accepting ads via mobile phones solely based attitudinal considerations whereas Taiwanese act influenced by social norms as well factors.
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palgrave-journals.com参考文章(21)
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