期刊名称：International Business & Economics Research Journal
印刷版ISSN：1535-0754
电子版ISSN：2157-9393
出版年度：2010
卷号：9
期号：4
语种：English
出版社：The Clute Institute for Academic Research
摘要：Based on its versatility as a personal and direct medium of communication, short message service (SMS) provides a potentially useful avenue to higher educational institutions for marketing their programs to prospective students. However, the success of mobile marketing depends largely on its acceptance by the target population. This study explores antecedents to pre-final year high school pupils’ acceptance of South African universities’ SMS advertising. Results show that social influence is a better predictor of the target market’s intentions to adopt SMS advertising than attitudes are. Behavioral intentions are a function of attitudes, social influences, innovation levels, and perceived study utility. No significant relationship exists between perceived risk and SMS advertising acceptance. South African universities could consider using SMS advertising in conjunction with traditional media, but should ensure that SMS content is based on the needs of their target market.
关键词：acceptance;high school pupils;higher educational institutions;mobile marketing;SMS advertising;South Africa
