Sms Advertising in India: is Tam a Robust Model for Explaining Intention?

Sms Advertising in India: is Tam a Robust Model for Explaining Intention?

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling (SEM) bot...

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Bibliographic Details
Main Authors:	Hemant Bamoriya, Rajendra Singh
Format:	Article
Language:	English
Published:	Vilnius University Press 2019-05-01
Series:	Organizations and Markets in Emerging Economies
Subjects:	intention mobile Structural Equation Modeling
Online Access:	https://www.journals.vu.lt/omee/article/view/14277

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