FACTORS AFFECTING ON SMS ADVERTISING AVOIDANCE

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AZIZI SHAHRIAR; DARAKHSHAN AFSHIN

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Journal Paper

Paper Information

Journal: Journal of New Economy and Trade Year:2009 | Volume:5 | Issue:17-18 Page(s): 158-172

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Information Journal Paper

Title

FACTORS AFFECTING ON SMS ADVERTISING AVOIDANCE

Author(s)

AZIZI SHAHRIAR | DARAKHSHAN AFSHIN | Issue Writer Certificate

Keywords

SUBJECTIVE NORMSQ3

SELF-ESTEEMQ3

PRIOR NEGATIVE EXPERIENCEQ3

ADVERTISING SKEPTICISMQ3

ADVERTISING CREDIBILITYQ3

ADVERTISING AVOIDANCEQ3

Abstract

SMS is a new media in comparison with traditional Medias. This paper aims to draw and test a model where the SMS ADVERTISING AVOIDANCE includes six hypotheses. An open ended 49-items questionnaire is designed and distributed among 282 mobile phone users. The Cronbach's alpha coefficient confirms reliability. Partial least square method is applied to estimate the model. Results of this study show that all hypotheses are confirmed. SUBJECTIVE NORMS, SELF-ESTEEM and PRIOR NEGATIVE EXPERIENCE increase skepticism on SMS advertisement. The findings also indicate that PRIOR NEGATIVE EXPERIENCE, SMS advertisement skepticism and SMS advertisement credibility impact SMS advertisement avoidance. Decomposition effect shows that PRIOR NEGATIVE EXPERIENCE, SMS advertisement credibility and then SMS advertisement skepticism are the most important factors affecting SMS advertisement avoidance.

Cites

بررسی انگیزه های استفاده از خدمات پیام کوتاه (SMS) به منظور تبلیغات برای مشتریان

References

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APA: Copy

AZIZI, SHAHRIAR, & DARAKHSHAN, AFSHIN. (2009). FACTORS AFFECTING ON SMS ADVERTISING AVOIDANCE. JOURNAL OF NEW ECONOMY & COMMERCE, 5(17-18), 158-172. SID. https://sid.ir/paper/118600/en

Vancouver: Copy

AZIZI SHAHRIAR, DARAKHSHAN AFSHIN. FACTORS AFFECTING ON SMS ADVERTISING AVOIDANCE. JOURNAL OF NEW ECONOMY & COMMERCE[Internet]. 2009;5(17-18):158-172. Available from: https://sid.ir/paper/118600/en

IEEE: Copy

SHAHRIAR AZIZI, and AFSHIN DARAKHSHAN, “FACTORS AFFECTING ON SMS ADVERTISING AVOIDANCE,” JOURNAL OF NEW ECONOMY & COMMERCE, vol. 5, no. 17-18, pp. 158–172, 2009, [Online]. Available: https://sid.ir/paper/118600/en

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