Young consumers' motives for using SMS and perceptions towards SMS advertising
The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives for using SMS revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal commun...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Conference Paper |
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University of Western Sydney
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/19723 |
| _version_ | 1848750111664898048 |
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| author | Phau, Ian Teah, Min |
| author2 | Daniela Spanjaard |
| author_facet | Daniela Spanjaard Phau, Ian Teah, Min |
| author_sort | Phau, Ian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives for using SMS revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are also presented. |
| first_indexed | 2025-11-14T07:31:38Z |
| format | Conference Paper |
| id | curtin-20.500.11937-19723 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:31:38Z |
| publishDate | 2008 |
| publisher | University of Western Sydney |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-197232022-11-21T06:47:05Z Young consumers' motives for using SMS and perceptions towards SMS advertising Phau, Ian Teah, Min Daniela Spanjaard Sara Denize Neeru Sharma SMS usage Convenience Young consumer SMS advertising Economic Usage frequency The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives for using SMS revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are also presented. 2008 Conference Paper http://hdl.handle.net/20.500.11937/19723 University of Western Sydney fulltext |
| spellingShingle | SMS usage Convenience Young consumer SMS advertising Economic Usage frequency Phau, Ian Teah, Min Young consumers' motives for using SMS and perceptions towards SMS advertising |
| title | Young consumers' motives for using SMS and perceptions towards SMS advertising |
| title_full | Young consumers' motives for using SMS and perceptions towards SMS advertising |
| title_fullStr | Young consumers' motives for using SMS and perceptions towards SMS advertising |
| title_full_unstemmed | Young consumers' motives for using SMS and perceptions towards SMS advertising |
| title_short | Young consumers' motives for using SMS and perceptions towards SMS advertising |
| title_sort | young consumers' motives for using sms and perceptions towards sms advertising |
| topic | SMS usage Convenience Young consumer SMS advertising Economic Usage frequency |
| url | http://hdl.handle.net/20.500.11937/19723 |