Explaining consumer acceptance of mobile competitions and prize draws Online publication date: Wed, 26-Nov-2014
by Rafael Currás-Pérez; Carla Ruiz-Mafé; Silvia Sanz-Blas
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 6, No. 4, 2011
Abstract: This article aims to develop an improved model for consumer acceptance of mobile competitions and prize draws announced on television programmes. Findings obtained from a sample of 396 Spanish mobile shoppers show that SMS compatibility influences directly and positively perceived SMS ease of use, perceived usefulness and attitude towards participating in M-competitions and prize draws. SMS ease of use does not directly influence M-competitions and prize draws usage intention, however, it does activate perceived usefulness which influences future usage intention through attitude. Moreover, SMS compatibility has been revealed as an important antecedent of technology acceptance model's beliefs and consumer attitude towards M-competitions and prize draws. The study also shows the importance of television programmes information dependency on consumer attitude and M-competitions and prize draws usage intention.
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