This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. The findings suggested that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. The study indicated that perceived utility was a much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. The study suggested that in order to increase acceptance of SMS advertising marketers should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising.

中文翻译：

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印度的Sms广告：Tam是解释意图的可靠模型吗？

这项研究使用技术接受模型（TAM）作为研究框架，检查了移动用户在印度接收SMS广告的意图。242位受访者填写了一份结构化问卷，评估了他们对TAM的五种结构的回答。使用结构方程模型（SEM）进行了测量模型和结构模型测试，以分析数据。研究结果表明，指定的TAM模型在接收SMS广告的意图中占81.8％的差异，并且是解释接收SMS广告的意图的有效模型。该研究表明，感知效用比感知易用性和信任度更好地预测了对SMS广告的态度。