Analysis of key factors influencing SMS usage to participate in television programmes
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Published
20-07-2010
Carla Ruiz Mafé
Silvia Sanz Blas
Juan Fernando Tavera Mesías
Abstract
SMS sent in response to programmes, advertising and television competitions are currently an important source of income for mobile phone operators, television chains and producers. This present work aims to analyse the role of the attitude and individual-media variables which encourage televiewers to use this messaging service to participate in television programmes. The study was carried out on a sample of 205 SMS users. The results show that individual compatibility with the service, the perceived entertainment value of participating in this type of programme and attitude towards use are determinants of SMS use.
How to Cite
Ruiz Mafé, C., Sanz Blas, S., & Tavera Mesías, J. F. (2010). Analysis of key factors influencing SMS usage to participate in television programmes. Cuadernos De Gestión, 10(2), 117–132. https://doi.org/10.5295/cdg.100157cr
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Keywords
Mobile, television, compatibility, enjoyment, attitude
References
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ANDERSON, J. Y GERBING, D. (1988): “Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, Vol. 103, Nº 3, pp. 411-423.
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BABIN, B.; DARDEN, W. Y GRIFFIN, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, Vol. 20, Nº 4, pp. 644-656.
BAGOZZI, R. Y YI, Y. (1988): “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16, Nº 1, pp. 74-94.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1979): “Attitude organization and the attitude–behavior relationship”, Journal of Personality and Social Psychology, Nº 37, p.6.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1985): “Attitude organization and the attitude–behavior relationship: a reply to Dillon and Kumar”, Journal of Personality and Social Psychology, Nº 49, pp.1-16.
BARON, S.; PATTERSON, A. Y HARRIS, K. (2006): “Beyond technology acceptance: understanding consumer practice”, International Journal of Service Industry Management, Vol.17, No.2, pp. 111-135.
BEYER, Y.; ENLI, G.S.; MAASO, A.J. Y YTREBERG, E. (2007): “Small talk makes a big difference: Recent Developments in interactive, SMS-based television”, Television & New Media, Vol. 8, pp. 213-234.
BIGNÉ, E.; ALDÁS, J.; RUIZ, C. Y SANZ, S. (2008): “Influencia de la compatibilidad, la propensión a innovar y el entretenimiento percibido en la decisión de compra a través del móvil”. Revista Portuguesa de Marketing, Vol.23, pp. 34-46.
CHAIKEN, S. Y STANGOR, C. (1987): “Attitudes and attitude change”, Annual Review of Psychology, Nº 38, pp. 575–630.
CHEN, X. Y GONGMIN, B. (2007): “The Influence of Innovativeness Compatibility on Consumers’ Online Purchase Intention on the Creative Product: A Case Study of Fashion”, IEEE, pp.6706-6709.
CHEONG, J.H. Y PARK, M. (2005): “Mobile internet acceptance in Korea”, Internet Research, Vol. 15, No. 2, pp. 125-140.
CHURCHILL, G.A. (1979): “Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, Nº 1, pp. 64-73.
COMISIÓN DEL MERCADO DE LAS TELECOMUNICACIONES (2008). Informe trimestral Octubre-Diciembre 2008. Documento electrónico disponible en http://www.cmt.es (17 de Marzo de 2009).
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DAVIS, F.; BAGOZZI, R. Y WARSHAW, P. (1992): “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1”, Journal of Applied Social Psychology, Vol. 22, Nº 14, p. 1132.
DAVIS, F.D.; BAGOZZI, R.P. Y WARSHAW, P.R. (1989): “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, Vol. 35, No.8, pp. 33-47.
FISHBEIN, M.Y AJZEN, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Nueva York, Addison-Wesley.
FORNELL, C. Y LARCKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, Nº 1, pp. 39-50.
GEORGE, J.F. (2004): “The theory of planned behavior and Internet purchasing”, Internet Research, Vol. 14, No. 3, pp. 198-212.
HA, I.; YOON, Y. Y CHOI, M. (2007): “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management, Vol. 44, pp. 276-286.
HATCHER, L. (1994). A Step-by-Step approach to using the SAS system for factor analysis and structural equation modelling. Cary, NC, SAS Institute Inc.
HERRING, S. C. Y ZELENKAUSKAITE, A. (2009): “Symbolic capital in a virtual heterosexual market: Abbreviation and insertion in Italian iTV SMS”, Written Communication, Vol. 26, No. 1. Documento electrónico disponible en de Febrero http://ella.slis.indiana.edu/~herring/wc.2009.pdf (5 de Febrero de 2009).
HSU, C.L.; LU, H.P. Y HSU, H.H. (2007): “Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)”, Omega, Vol. 35, No. 6, pp.715-726.
JÖRESKOG, K. Y SORBOM, D. (1990). LISREL 7. A Guide to Program and Application. Michigan, SPSS.
KATZ, E.; BLUMLER, J. Y GUREVITCH, M. (1974): “Utilization of mass communication by the individual”, en Blumler, J. y Katz, E. (Eds.), The uses of mass communications: Current perspectives on gratifications research, (pp. 19-32). Beverly Hills, CA, Sage.
KUO, Y. Y YEN, S. (2009): “Towards an understanding of the behavioural intention to use 3G mobile value-added services”, Computers in Human Behaviour, Vol. 25, pp. 103-110.
LAFORET, S. Y LI, X. (2005): “Consumers’attitudes towards online and mobile banking in China”, International Journal of Bank Marketing, Vol. 23, Nº5, pp. 362-380.
LEUNG, L. Y WEI, R. (2000): “More than just talk on the move: Uses and gratifications of the celular phone”, Journalism and Mass Communication Quarterly, Vol. 77, Nº 2, p. 308.
LIAO, C; TSOU, C. Y HUANG, M. (2007): “Factors influencing the usage of 3G mobile services in Taiwan”, Online Information Review, Vol. 31, No. 6, pp.759-774.
LU, Y.; TAO, Z. Y WANG, B. (2009): “Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model and the flow theory”, Computers in Human Behaviour, Vol. 25, pp. 29-39.
MALLAT, N.; ROSSI, M.; TUUNAINEN, V.Y ÖÖRNI, A. (2009): The impact of use context on mobile services acceptance: The case of mobile ticketing, Information & Management, Vol. 46, pp. 190-195.
MCGUIRE, W.J. (1985): “Attitudes and attitude change”, en Lindzey G. y Aronson, E. (Eds.), Handbook of Social Psychology, 19 (pp. 233–346). New York, Random House.
MCQUAIL, D. (1995). Mass communication theory (tercera edición). California: Sage. Moore, G. y Benbasat, I. (1991): “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, Vol. 2, Nº 3, pp. 192-222.
MUNNUKKA, J. (2007): “Characteristics of early adopters in mobile communications markets”, Marketing Intelligence & Planning, Vol. 25, No. 7, pp. 719-731.
NETSIZE (2010). The Netsize guide 2010. Documento electrónico disponible en http://www.netsize.com/Download/Guide/TheNetsizeGuide2010.pdf (8 de Mayo de 2010).
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005a): “Explaining intention to use mobile chat services: moderating effects of gender”, Journal of Consumer Marketing, Vol. 22, No.5, pp. 247-256.
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005b): “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons”, Academy of Marketing Science Journal, Vol. 33, No.3, pp. 330-346.
ROGERS, E. (1995). Diffusion of Innovations (cuarta edición). New York, The Free Press.
TAYLOR, S. Y TODD, P.A. (1995): “Understanding information technology usage: A test of competing models”, Information Systems Research, Vol. 6 No. 2, pp.144-176.
VIJAYASARATHY, L.R. (2004): “Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model”, Information & Management, Vol. 41, Nº 6, pp. 747-762.
WEISS, H.M. Y CROPANZANO, R. (1996): “Affective events theory: a theoretical discussion of the structure, causes and consequences of affective experiences at work”, en Staw B.M. y Cummings, L.L. (Eds.), Research in Organizational Behavior, (pp. 1-74). Greenwich, CT, JAI Press.
WU, J.H. Y WANG, S.C. (2005): “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, Vol. 42, No.5, pp. 719-729.
YANG, K.C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”, Telematics and Informatics, Vol. 22, No. 3, pp. 257-77.
ANDERSON, J. Y GERBING, D. (1988): “Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, Vol. 103, Nº 3, pp. 411-423.
ANDERSON, J.A. Y MEYER, T.P. (1975): “Functionalism and the mass media”, Journal of Broadcasting, Vol. 19, Nº 1, pp. 11-22.
ANDRADES, L. (2005): “Medición de las actitudes de los internautas respecto a la compra on-line. Segmentación en base a actitudes y caracterización de los segmentos identificados”, Economic Analysis Working Paper,Vol. 4, Nº 4, pp. 1-85.
BABIN, B.; DARDEN, W. Y GRIFFIN, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, Vol. 20, Nº 4, pp. 644-656.
BAGOZZI, R. Y YI, Y. (1988): “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16, Nº 1, pp. 74-94.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1979): “Attitude organization and the attitude–behavior relationship”, Journal of Personality and Social Psychology, Nº 37, p.6.
BAGOZZI, R.P. Y BURNKRANT, R.E. (1985): “Attitude organization and the attitude–behavior relationship: a reply to Dillon and Kumar”, Journal of Personality and Social Psychology, Nº 49, pp.1-16.
BARON, S.; PATTERSON, A. Y HARRIS, K. (2006): “Beyond technology acceptance: understanding consumer practice”, International Journal of Service Industry Management, Vol.17, No.2, pp. 111-135.
BEYER, Y.; ENLI, G.S.; MAASO, A.J. Y YTREBERG, E. (2007): “Small talk makes a big difference: Recent Developments in interactive, SMS-based television”, Television & New Media, Vol. 8, pp. 213-234.
BIGNÉ, E.; ALDÁS, J.; RUIZ, C. Y SANZ, S. (2008): “Influencia de la compatibilidad, la propensión a innovar y el entretenimiento percibido en la decisión de compra a través del móvil”. Revista Portuguesa de Marketing, Vol.23, pp. 34-46.
CHAIKEN, S. Y STANGOR, C. (1987): “Attitudes and attitude change”, Annual Review of Psychology, Nº 38, pp. 575–630.
CHEN, X. Y GONGMIN, B. (2007): “The Influence of Innovativeness Compatibility on Consumers’ Online Purchase Intention on the Creative Product: A Case Study of Fashion”, IEEE, pp.6706-6709.
CHEONG, J.H. Y PARK, M. (2005): “Mobile internet acceptance in Korea”, Internet Research, Vol. 15, No. 2, pp. 125-140.
CHURCHILL, G.A. (1979): “Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, Nº 1, pp. 64-73.
COMISIÓN DEL MERCADO DE LAS TELECOMUNICACIONES (2008). Informe trimestral Octubre-Diciembre 2008. Documento electrónico disponible en http://www.cmt.es (17 de Marzo de 2009).
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”, MIS Quaterly, Vol. 13, No.3, pp. 319-340.
DAVIS, F.; BAGOZZI, R. Y WARSHAW, P. (1992): “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1”, Journal of Applied Social Psychology, Vol. 22, Nº 14, p. 1132.
DAVIS, F.D.; BAGOZZI, R.P. Y WARSHAW, P.R. (1989): “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, Vol. 35, No.8, pp. 33-47.
FISHBEIN, M.Y AJZEN, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Nueva York, Addison-Wesley.
FORNELL, C. Y LARCKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, Nº 1, pp. 39-50.
GEORGE, J.F. (2004): “The theory of planned behavior and Internet purchasing”, Internet Research, Vol. 14, No. 3, pp. 198-212.
HA, I.; YOON, Y. Y CHOI, M. (2007): “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management, Vol. 44, pp. 276-286.
HATCHER, L. (1994). A Step-by-Step approach to using the SAS system for factor analysis and structural equation modelling. Cary, NC, SAS Institute Inc.
HERRING, S. C. Y ZELENKAUSKAITE, A. (2009): “Symbolic capital in a virtual heterosexual market: Abbreviation and insertion in Italian iTV SMS”, Written Communication, Vol. 26, No. 1. Documento electrónico disponible en de Febrero http://ella.slis.indiana.edu/~herring/wc.2009.pdf (5 de Febrero de 2009).
HSU, C.L.; LU, H.P. Y HSU, H.H. (2007): “Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)”, Omega, Vol. 35, No. 6, pp.715-726.
JÖRESKOG, K. Y SORBOM, D. (1990). LISREL 7. A Guide to Program and Application. Michigan, SPSS.
KATZ, E.; BLUMLER, J. Y GUREVITCH, M. (1974): “Utilization of mass communication by the individual”, en Blumler, J. y Katz, E. (Eds.), The uses of mass communications: Current perspectives on gratifications research, (pp. 19-32). Beverly Hills, CA, Sage.
KUO, Y. Y YEN, S. (2009): “Towards an understanding of the behavioural intention to use 3G mobile value-added services”, Computers in Human Behaviour, Vol. 25, pp. 103-110.
LAFORET, S. Y LI, X. (2005): “Consumers’attitudes towards online and mobile banking in China”, International Journal of Bank Marketing, Vol. 23, Nº5, pp. 362-380.
LEUNG, L. Y WEI, R. (2000): “More than just talk on the move: Uses and gratifications of the celular phone”, Journalism and Mass Communication Quarterly, Vol. 77, Nº 2, p. 308.
LIAO, C; TSOU, C. Y HUANG, M. (2007): “Factors influencing the usage of 3G mobile services in Taiwan”, Online Information Review, Vol. 31, No. 6, pp.759-774.
LU, Y.; TAO, Z. Y WANG, B. (2009): “Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model and the flow theory”, Computers in Human Behaviour, Vol. 25, pp. 29-39.
MALLAT, N.; ROSSI, M.; TUUNAINEN, V.Y ÖÖRNI, A. (2009): The impact of use context on mobile services acceptance: The case of mobile ticketing, Information & Management, Vol. 46, pp. 190-195.
MCGUIRE, W.J. (1985): “Attitudes and attitude change”, en Lindzey G. y Aronson, E. (Eds.), Handbook of Social Psychology, 19 (pp. 233–346). New York, Random House.
MCQUAIL, D. (1995). Mass communication theory (tercera edición). California: Sage. Moore, G. y Benbasat, I. (1991): “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, Vol. 2, Nº 3, pp. 192-222.
MUNNUKKA, J. (2007): “Characteristics of early adopters in mobile communications markets”, Marketing Intelligence & Planning, Vol. 25, No. 7, pp. 719-731.
NETSIZE (2010). The Netsize guide 2010. Documento electrónico disponible en http://www.netsize.com/Download/Guide/TheNetsizeGuide2010.pdf (8 de Mayo de 2010).
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005a): “Explaining intention to use mobile chat services: moderating effects of gender”, Journal of Consumer Marketing, Vol. 22, No.5, pp. 247-256.
NYSVEEN, H.; PEDERSEN, P.E. Y THORBJORNSEN, H. (2005b): “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons”, Academy of Marketing Science Journal, Vol. 33, No.3, pp. 330-346.
ROGERS, E. (1995). Diffusion of Innovations (cuarta edición). New York, The Free Press.
TAYLOR, S. Y TODD, P.A. (1995): “Understanding information technology usage: A test of competing models”, Information Systems Research, Vol. 6 No. 2, pp.144-176.
VIJAYASARATHY, L.R. (2004): “Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model”, Information & Management, Vol. 41, Nº 6, pp. 747-762.
WEISS, H.M. Y CROPANZANO, R. (1996): “Affective events theory: a theoretical discussion of the structure, causes and consequences of affective experiences at work”, en Staw B.M. y Cummings, L.L. (Eds.), Research in Organizational Behavior, (pp. 1-74). Greenwich, CT, JAI Press.
WU, J.H. Y WANG, S.C. (2005): “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, Vol. 42, No.5, pp. 719-729.
YANG, K.C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”, Telematics and Informatics, Vol. 22, No. 3, pp. 257-77.
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