Author: Juan Fernando Tavera-mesías

0000000000846663

AUTHOR

Juan Fernando Tavera-mesías

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A comparative study of mobile messaging services acceptance to participate in television programmes

2010

PurposeThe purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes.Design/methodology/approachThe technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer‐media interaction (perceived value and affinity). The model has been tested using structural equation modelling.FindingsPerceived value, attitude and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitu…

Value (ethics)Subjective normStrategy and ManagementMobile broadbandTheory of planned behaviorAdvertisingStructural equation modelingOrder (business)Tourism Leisure and Hospitality ManagementBusiness Management and Accounting (miscellaneous)Technology acceptance modelBusinessMarketingConsumer behaviourJournal of Service Management

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