Factors Analysis On Users' Acceptance Of SMS Advertising

SMS (Short Message Service) of cell phone has achieved huge success in the wireless world, especially after the modern technology of communication makes the SMS available to advertisements. Since the SMS of advertisement had been provided by big commercial companies from 2006, the advertisement message was considered as a huge potential business mode. However, as more and more messages concerns useless and inane advertisements keep on bothering users, the public begin to be object to such advertisements via cell phone. And the event of "3.15" happened in 2008 promotes the backslide in the market of SMS of advertisement. The number of users who didn't accept such service kept on going up, and the business income in this field decays quickly. Thus, to improve the public's satisfaction to the SMS of advertisement, beyond strictly market supervisory and related laws, to analysis what factors could be important to determine whether users prefer to use the SMS of advertisement is much necessary.The object of this paper is to detect the crucial factors that determine the user acceptance to the SMS of advertisements. In this study, we introduced an integrated research model on user acceptance of SMS advertising based on the innovation diffusion theory and the theory of reasoned action. All the dependent factors which have effect on users'acceptance to the advertising short messages are divided into three classes:characteristics of the advertising message, users'features, and social factors. The characteristics of message include location, mobility, informational personality, compatibility, complexity, observability and trialability. The individual innovativeness is the primary users; features. A model for users'behavior to accept the advertising message is obtained in this study, which is based on the structural equation method to do the analysis. Softwares SPSS 15.0 and AMOS 7.0 were used in this research.The results indicate that location, mobility, compatibility, observability and trialability of SMS advertising, users'individual innovativeness and social effect significantly influence behavioral intentions towards the acceptance of the SMS advertising. We also find that customization and complexity have no significant effect on user acceptance behavior. Finally, a more effective way to execute SMS advertising expands the market of SMS advertising and improve the users'acceptance provided in this study.