SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the stimulus–organism–response (SOR) framework. To evaluate and validate the results, the study adopted a two-stage, hybrid model using partial least square-structural equation modeling and neural network modeling. The findings suggest SMS advertising perception has a significant effect on purchase intention, mediated by advertising value and attitude toward SMS advertisement. The main contribution of this study is the introduction of a new higher-order construct, SMS advertising perception, for the first time in SMS advertising literature, and the validation of the transmittal effect of advertising value and attitude toward SMS advertising between SMS advertising perception and purchase intention. The study provides empirical evidence to support the SOR framework and helps to expand the scope of SMS advertising perception research and its effect on purchase intention. Additionally, it benefits marketers by fostering better decision-making to devise effective advertising campaigns using mobile-based SMS service commercials.

已发现短信广告感知对消费者的购买意愿有直接或间接的显着影响。然而，缺乏全面的研究，表明 SMS 广告感知的前兆及其影响购买意愿的过程。本研究专注于通过基于刺激-有机体-反应 (SOR) 框架开发研究模型并对其进行实证验证来回答这一特定问题。为了评估和验证结果，该研究采用了使用偏最小二乘结构方程建模和神经网络建模的两阶段混合模型。研究结果表明，短信广告感知对购买意愿有显着影响，通过广告价值和对短信广告的态度来介导。本研究的主要贡献是首次在 SMS 广告文献中引入了一种新的高阶结构 SMS 广告感知，并验证了 SMS 广告感知与 SMS 广告之间的广告价值和态度的传递效应。购买意向。该研究提供了支持 SOR 框架的经验证据，有助于扩大 SMS 广告感知研究的范围及其对购买意愿的影响。此外，它通过促进更好的决策来使用基于移动的 SMS 服务商业广告设计有效的广告活动，从而使营销人员受益。短信广告感知与购买意愿对短信广告的广告价值和态度的传递效应验证。该研究提供了支持 SOR 框架的经验证据，有助于扩大 SMS 广告感知研究的范围及其对购买意愿的影响。此外，它通过促进更好的决策来使用基于移动的 SMS 服务商业广告设计有效的广告活动，从而使营销人员受益。短信广告感知与购买意愿对短信广告的广告价值和态度的传递效应验证。该研究提供了支持 SOR 框架的经验证据，有助于扩大 SMS 广告感知研究的范围及其对购买意愿的影响。此外，它通过促进更好的决策来使用基于移动的 SMS 服务商业广告设计有效的广告活动，从而使营销人员受益。