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

Muk, Alexander; Chung, Christina

doi:10.1016/j.jbusres.2014.06.001

Cited by 176 publications

(120 citation statements)

References 26 publications

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“…TAM was initially proposed by Davis (1989) and it is actually an information service theory that defines how users come to accept and use a specific technology (Yusuf Dauda and Lee, 2015). The TAM model has been expanded by a number of researchers and has been applied to many different technologies including: e-learning (Cheung and Vogel, 2013); teleconferencing (Park et al, 2014); short message service (Muk and Chung, 2015) etc. According to TAM, users' adoption of information technology is determined by perceived usefulness (PU) and perceived ease of use (PEOU) and is thus assumed to determine a person's attitude towards using the technology.…”

Section: Theories On Technology Acceptancementioning

confidence: 99%

How perceived effort expectancy and social influence affects continuance of intention to use e-government. A study of a Malaysian government service

Razak¹,

Bakar

Abdullah

2017

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This study examines the role of effort expectancy and social influence in explaining Malaysian government service acceptance of e-government services from the perspective of Malaysian government servants. The paper is based on survey data (n = 543) collected in Pahang, Malaysia between April 2014 to July 2014 and was analysed by using SPSS 20 (Statistical Package for the Social Sciences). The analysis of data was performed by a combination of exploratory factor analysis (EFA) and multiple linear regressions. Results show that the combination of effort expectancy ( β = 0.373, p < 0.01) and social influence ( β = 0.329, p < 0.01) were found to have significant impacts on continuance intention to use e-government practices. It is anticipated that the findings will be useful for policy makers in order to enhance the Malaysian e-government service practices. Limitations encountered in the study as well as suggestions for future research are also included.

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Section: Theories On Technology Acceptancementioning

confidence: 99%

How perceived effort expectancy and social influence affects continuance of intention to use e-government. A study of a Malaysian government service

Razak¹,

Bakar

Abdullah

2017

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“…However, researchers found it as a significant factor which influences the behavioral intention (Muk andChung, 2014, See, 2013). Muk and Chung (2014) described that there is an affirmative relation to the influence of the culture on the intention in its link with the advertising as they found consistency variation of 0.81 to 0.95. However, these findings clearly indicate that more work in this discipline because the nature of the culture is the aspect which can determine the variation of the culture.…”

Section: Moderation Of Cultural Norms In the Relationship Between Behmentioning

confidence: 99%

Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm

Raza¹,

Bakar²,

Mohamad³

2018

JBRMR

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Studies IntroductionStudies have indicated that not only attitude predict the behavioral intention, in fact, recent studies based on planned behavioral intention framework have outlined many antecedents of behavioral intention (Kenney and Khanfar, 2009). Therefore, scholar such as Walden (2012) has called more studies to identify the underlying attitude process variables linking advertising appeal and behavioral outcomes in advertising. To date, the direct and indirect effect of attitude on behavioral intention remains lacking in term of empirical evidence in advertising studies. In fact, previous studies assume that attitude is directly link to advertising appeal and the behavioral intention specifically in the attitude towards advertising brand or product (Zarantonello and Schmitt, 2010). The recent direction in advertising appeal studies suggests that attitude might be the underlying mechanisms that link advertising appeal and behavioral intention. However, it remains lack of the systematic inquiry in explaining the mediation of the attitude to predict the behavioral intention and its association with the advertising appeals (Zarantonello and Schmitt, 2010).Ajzen (1991) Theory of Planned Behavior (TPB) has been criticized in several meta-analyses (see Armitage and Conner, 2001, Glasman and Albarracín, 2006, Sniehotta, Presseau, and Araújo-Soares, 2014 as attitude explaining only 27% to 39% of the variance in predicting behavioral intentions. Mullan, Wong, and Kothe, (2013) assert that the other key antecedents of behavioral intentions need to be accounted for further investigation to clarify the part of the attitude. Many studies assume that advertising appeal due to its persuasion characteristic can be one of the antecedents in predicting intention (Ajzen, 2014, Cranoand Prislin, 2008, Sniehotta, 2009. However, previous studies remain unclear in explaining attitude as the underlying mechanisms within the framework of the (TPB). Thus, this current study contributes to

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“…There are enough traces in the literature providing evidence to understand and explain the relationship between advertising and behavioral intention [26,30,31] however, at the same time it remains less explanatory in term of mediation of the attitude in the dynamic link between both concepts [10,32,34]. In previous studies it is found that Advertising appeal results to have positive behavioral intention as it positively influence the attitude or vice versa which is evident of the fact that there is a link between advertising and behavioral intention with the mediation or facilitation of the attitude which need more explanation by considering it for further empirical research [35].…”

Section: Advertising Appeal and Behavioral Intentionmentioning

confidence: 99%

Relationships between the Advertising Appeal and Behavioral Intention: The Mediating role of the Attitude towards Advertising Appeal

Raza¹,

Bakar²,

Mohamad³

2017

SHS Web Conf.

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Abstract.The link between the advertising appeal, attitude and behavioral intention is dynamic in nature, however, little research has been pursued towards explaining the mediating role of attitude towards the advertising in link of the advertising appeal with the behavioral intention. Researchers have identified the importance of the attitude in the connection of the advertising appeal within the framework of the (TPB) which remains unaddressed in the explicating the mediation of the attitude in relationship of advertising appeal and behavioral intention. This paper aims to provide insight of the attitude towards the advertising as the mediating factor in explaining the relationship between the advertising appeal and behavioral intention. In addition, this paper is only a theoretical exploration, it is expected that this work lead towards an explanation of the mediating role of the attitude to address the relation of advertising appeal and intention which may be studied further to determine the empirical finding about the other dynamic of the (TPB).

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

Cited by 176 publications

References 26 publications

How perceived effort expectancy and social influence affects continuance of intention to use e-government. A study of a Malaysian government service

How perceived effort expectancy and social influence affects continuance of intention to use e-government. A study of a Malaysian government service

Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm

Relationships between the Advertising Appeal and Behavioral Intention: The Mediating role of the Attitude towards Advertising Appeal

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