The role and impact of context-driven personalisation technology on customer acceptance of advertising via short message service (SMS)

摘要

There exists the common belief that the more personalised the message, the greater the relevance to the customer, enhancing the trust between customer and firm and thereby leading to a stronger customer relationship. Yet, little is known about the effectiveness and impact on customer acceptance, specifically in advertising, of short message service (SMS). Combining the elaboration likelihood model (ELM) and information-processing theory, this study investigated how context-driven personalisation technology works and its interaction with the need for cognition (NFC) on attitude towards advertising (ATA). A field experiment was conducted with a credit card service firm with verbalisation through the thought-listing technique. The results from 210 participants show that context-driven personalisation technology exhibits a strong influence on persuasion process, whereas there is no significant interaction of NFC. Practitioner will gain more insight into how the customer perceives personalised advertising, while, academically, it will lead to the further study of other personalisation technologies.