Research on Influencing Factors of Consumer Willingness to Accept Mobile SMS Advertising

As a new media mobile phone’s advantage has been recognized widely. After entering the 3G era, user acceptance will replace technology become the restriction of short message service (SMS) advertising development, this study proposed a research model based on technology acceptance model (TAM) and extended it, in order to analyze factors which influence consumer willingness to accept SMS advertising comprehensively; then examined the model by structural equation model (SEM), and the results indicated perceived usefulness, perceived ease of use, perceived risk and subjective norms all have significant impact on consumer attitudes towards SMS advertising, consumer attitudes towards SMS advertising also has a significant influence on consumer willingness to accept SMS advertising.