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

摘要

Purpose - The purpose of this paper is to analyse key drivers of consumer acceptance of shortrnmessaging services (SMS) to participate in TV programmes.rnDesign/methodology/approach - The technology acceptance model (TAM) and the theory ofrnplanned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile datarnservices incorporating variables regarding consumer-media interaction (perceived value and affinity).rnThe model has been tested using structural equation modelling.rnFindings - Perceived value, attitude and affinity towards television (TV) programmes determinernSMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceivedrnvalue and attitude are the key drivers of SMS acceptance in Colombia.rnPractical implications - This paper enables mobile companies and TV channels to know whatrnaspects to improve in order to promote SMS-based TV programmes. Marketers should highlight inrntheir communication strategies user friendliness, usefulness and perceived value of mobile datarnservices. In Colombia, programme stars and presenters should encourage the use of mobile services torninteract with TV. Spanish companies should offer reliable and entertaining programme contents tornimprove consumers' affinity.rnOriginality/value - Although TAM and TPB have successfully explained behavioural intentions,rnprevious research posits that they should be extended to properly explain mobile services acceptance.rnThis paper combines the influence of perceived value, affinity and the TAM and TPB models torndevelop an improved model for SMS acceptance. The study also integrates variables for tworncommunication media (TV and mobile) and compares SMS acceptance to participate in TVrnprogrammes in two markets with different culture and mobile services penetration rates.