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

Carla Ruiz Mafé (Marketing Department, Faculty of Economics, University of Valencia, Valencia, Spain)
Silvia Sanz Blas (Marketing Department, Faculty of Economics, University of Valencia, Valencia, Spain)
Juan Fernando Tavera‐Mesías (Department of Administrative Sciences, Facultad de Ciencias Económicas, Universidad de Antioquia, Medellin, Colombia)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 16 March 2010

2456

Abstract

Purpose

The purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes.

Design/methodology/approach

The technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer‐media interaction (perceived value and affinity). The model has been tested using structural equation modelling.

Findings

Perceived value, attitude and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitude are the key drivers of SMS acceptance in Colombia.

Practical implications

This paper enables mobile companies and TV channels to know what aspects to improve in order to promote SMS‐based TV programmes. Marketers should highlight in their communication strategies user friendliness, usefulness and perceived value of mobile data services. In Colombia, programme stars and presenters should encourage the use of mobile services to interact with TV. Spanish companies should offer reliable and entertaining programme contents to improve consumers' affinity.

Originality/value

Although TAM and TPB have successfully explained behavioural intentions, previous research posits that they should be extended to properly explain mobile services acceptance. This paper combines the influence of perceived value, affinity and the TAM and TPB models to develop an improved model for SMS acceptance. The study also integrates variables for two communication media (TV and mobile) and compares SMS acceptance to participate in TV programmes in two markets with different culture and mobile services penetration rates.

Keywords

Citation

Ruiz Mafé, C., Sanz Blas, S. and Fernando Tavera‐Mesías, J. (2010), "A comparative study of mobile messaging services acceptance to participate in television programmes", Journal of Service Management, Vol. 21 No. 1, pp. 69-102. https://doi.org/10.1108/09564231011025128

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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