Determinants of Students- Intentions to Use a Mobile Messaging Service in Educational Institutions: a Theoretical Model
Mobile marketing through mobile messaging service
has highly impressive growth as it enables e-business firms to
communicate with their customers effectively. Educational
institutions hence start using this service to enhance communication
with their students. Previous studies, however, have limited
understanding of applying mobile messaging service in education.
This study proposes a theoretical model to understand the drivers of
students- intentions to use the university-s mobile messaging service.
The model indicates that social influence, perceived control and
attitudes affect students- intention to use the university-s mobile
messaging service. It also provides five antecedents of students-
attitudes–perceived utility (information utility, entertainment utility,
and social utility), innovativeness, information seeking, transaction
specificity (content specificity, sender specificity, and time
specificity) and privacy concern. The proposed model enables
universities to understand what students concern about the use of a
mobile messaging service in universities and handle the service more
effectively. The paper discusses the model development and
concludes with limitations and implications of the proposed model.
[1] Portio Research Report, Worldwide Mobile Industry Handbook 2009-
2014, Oct 2009.
[2] Portio Research Report, Mobile Messaging Futures 2010-2014:
Analysis and Growth Forecasts for Mobile Messaging Markets
Worldwide, Jan 2010.
[3] S.J. Barnes, "Wireless Digital Advertising: Nature and Implications,"
International Journal of Advertising, Vol. 21, No. 3, 2002, pp. 399-420.
[4] Newmobilemedia.com, "SMS benefits," September 2010,
http://www.newmobilemedia.com/sms-info.htm
[5] B. Watjatrakul and L.A. Barikdar, E-service in Education: The
Influences of Media Richness, Social Presence, Privacy and
Technology Acceptance Model on Email Adoption. Proc. International
Conference on e-Business. 2007, pp. 34-41.
[6] P.J. Hu, P.K.Y. Chau, O.L. Sheng and K.Y. Tam, "Examining the
Technology Acceptance Model Using Physician Acceptance of
Telemedicine," Journal of Management Information Systems, Vol. 16
No. 2, 1999, pp. 91-112.
[7] S. Taylor and P. Todd, "Assessing IT usage: the role of prior
experience," MIS Quarterly, Vol. 19, 1995, pp.561-570.
[8] C. Jayawardhena, A. Kuckertz, H. Karjaluoto and T. Kautonen,
"Antecedents to Permission Based Mobile Marketing: An Initial
Examination," European Journal of Marketing, Vol. 43, No. 3/4, 2009,
pp. 473-499.
[9] H.H. Bauer, T. Reichardt, S.J. Barnes and M.M. Neumann, "Driving
Consumer Acceptance of Mobile Marketing: A Theoretical Framework
and Empirical Study," Journal of Electronic Commerce Research, Vol.
6, No.3, 2005, pp. 181-192.
[10] F. Lu, C.S. Yu, C. Liu and F.E. Yao, "Technology Acceptance Model
for Wireless Internet," Internet Research, Electronic Networking,
Application and Policy, Vol. 13, No. 3, 2003, pp. 206-222.
[11] M. Igbaria, "User Acceptance of Microcomputer Technology: An
Empirical Test," Omega, Vol. 21, 1993, pp. 73-90.
[12] H.S. Kwon, and L. Chidambaram, "A Test of the Technology
Acceptance Model: the Case of Cellular Telephone Adoption," Proc.
the 33rd Hawaii International Conference on System Sciences, 2000,
pp. 1-10.
[13] C.L. Hsu and H.P. Lu, "Why do People Play On-line Games? An
Extended TAM with Social Influences and Flow Experience,"
Information & Management, Vol. 7, 2004, pp. 853-868.
[14] P.S. Raju, "Optimum Stimulation Level: Its Relationship to Personality,
Demographics, and Exploratory Behavior," Journal of Consumer
Research, Vol. 7, No. 4, 1980, pp. 272-282.
[15] S. Im, B.L. Bayus and C.H. Mason, "An Empirical Study of Innate
Consumer Innovativeness, Personal Characteristics, and New-Product
Adoption Behavior," Journal of the Academy of Marketing Science,
Vol. 31, No. 1, 2003, pp. 61-73.
[16] C. Leavitt and J. Walton, "Development of a Scale for Innovativeness,"
Advances in Consumer Research, Vol. 2, No. 1, 1975, pp.545-555.
[17] P.J. Peter and J.C. Olson, Consumer Behavior and Marketing Strategy,
Boston: McGraw-Hill, 2002.
[18] R. Agarwal and J. Prasad, "Are Individual differences Germane to the
Acceptance of New Information Technologies?" Decision Science, Vol.
30, No. 2, 1999, pp. 361-391.
[19] P.J. Hu, Y.K. Cheng, O.L. Sheng and K.Y. Tam, "Examining the
Technology Acceptance Model Using Physician Acceptance of
Telemedicine," Journal of Management Information Systems, Vol. 6,
1999, pp. 91-112.
[20] F.D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User
Acceptance of Information Technology," MIS quarterly, Vol.13, 1989,
pp.319-339.
[21] S. Taylor and P.A. Todd, "Understanding Information Technology
Usage: a Test of Competing Models," Information Systems Research,
Vol.6, 1995, pp. 144-174.
[22] P. Kavassalis, N. Spyropoulou, D. Drossos, E. Mitrokostas, G. Gikas
and A. Hatzistamatiou, "Mobile Permission Marketing: Framing the
Market Inquiry," International Journal of Electronic Commerce, Vol.
8, No. 1, 2003, pp.55-79.
[23] E. Katz, H. Haas and M. Gurevitch, "On the Use of the Mass Media for
Important Things," American Sociological Review, Vol. 38, No. 2,
1973, pp.164-181.
[24] S. Godin, Permission Marketing: Turning Strangers into Friends, and
Friends into Customers, NY: Simon &Schuster, 1999.
[25] D.L. Hoffman and T.P. Novak, "Marketing in Hypermedia Computer-
Mediated Environments: Conceptual Foundations," Journal of
Marketing, Vol. 60, No. 3, 1996, pp. 50-68.
[26] V.W. Mitchell, "Consumer Perceived Risk: Conceptualizations and
Models," Journal of Marketing, Vol. 33, No. 1, 1999, pp.163-196.
[27] S.J. Barnes and E. Scornavacca, "Mobile Marketing: The Role of
Permission and Acceptance," International Journal of Mobile
Communications, Vol. 2, No. 2, 2004, pp. 128-139.
[28] F.D. Davis, "Perceived usefulness, perceived ease of use, and user
acceptance of information technology," MIS Quarterly, Vol.13 No. 3,
1989, pp. 319-340.
[29] J. Newell and M. Meier, "Desperately Seeking Opt-in: A Field Report
From a Student-led Mobile Marketing Initiative," International Journal
of Mobile Marketing, Vol. 2, No. 2, 2007, pp.53-57.
[30] M. Hanley and M. Becker "Cell Phone Usage and Advertising
Acceptance among College Students: A Four-year Analysis,"
International Journal of Mobile Marketing, Vol. 3, No. 1, 2008, pp.67-
80.
[31] J.S. Wais and E.K. Clemons, "Understanding and Implementing Mobile
Social Advertising," International Journal of Mobile Marketing, Vol. 3,
No. 1, 2008, pp.12-18.
[32] S. Barutcu, "Attitudes towards Mobile Marketing Tools: A Study of
Turkish Consumers," Journal of Targeting, Measurement and Analysis
for Marketing, Vol. 16, No. 1, 2007, pp. 26-38.
[33] F. Sultan and A.J. Rohm, "How to Market to Generation M(obile),"
MIT Sloan Management Review, Vol. 49, No. 4, 2008, pp. 34-41.
[34] M. Fishbein and I. Ajzen, Belief, Attitude, Intention, and Behavior: an
Introduction to Theory and Research, MA: Addison-Wesley, 1975.
[35] I. Ajzen and M. Fishbein, Understanding Attitudes and Predicting
Social Behavior, NJ: Prentice-Hall, 1980.
[36] I. Ajzen, "The theory of planned behavior," Organizational Behavior
and Human Decision Processes, Vol. 50, 1991, pp. 179-211.
[37] R.A. Clark and R.E. Goldsmith, "Interpersonal Influence and Consumer
Innovativeness," International Journal of Consumer Studies, Vol. 30,
2006, pp. 34-43.
[38] H.T. Hurt, K. Joseph and C.D. Cook, "Scale for the Measurement of
Innovativeness," Human Communication Research, Vol. 4, 1977, pp.
58-65.
[39] A.V. Citrin, D.E. Sprott, S.N. Silverman and D.E. Stem, "Adoption of
Internet Shopping: the Role of Consumer Innovativeness," Industrial
Management & Data Systems, Vol. 100, 2000, pp. 294-300.
[40] W. M. Lassar, C. Manolis and S.S. Lassar, "The Relationship between
Consumer Innovativeness, Personal Characteristics, and Online
Banking Adoption," Journal of Bank Marketing, Vol. 23, 2005, pp.
176-199.
[41] E. M. Rogers, Diffusion of Innovations, NY: The Free Press, 2003.
[42] K. Mathieson, "Predicting User Intentions: Comparing the Technology
Acceptance Model with the Theory of Planned Behavior," Information
Systems Research, Vol. 2, No. 3, pp. 173-191.
[43] O.E. Williamson, "Transaction Cost Economics: the Governance of
Contractual Relations," Journal of Law and Economics, Vol. 22, No. 2,
pp. 233-261.
[1] Portio Research Report, Worldwide Mobile Industry Handbook 2009-
2014, Oct 2009.
[2] Portio Research Report, Mobile Messaging Futures 2010-2014:
Analysis and Growth Forecasts for Mobile Messaging Markets
Worldwide, Jan 2010.
[3] S.J. Barnes, "Wireless Digital Advertising: Nature and Implications,"
International Journal of Advertising, Vol. 21, No. 3, 2002, pp. 399-420.
[4] Newmobilemedia.com, "SMS benefits," September 2010,
http://www.newmobilemedia.com/sms-info.htm
[5] B. Watjatrakul and L.A. Barikdar, E-service in Education: The
Influences of Media Richness, Social Presence, Privacy and
Technology Acceptance Model on Email Adoption. Proc. International
Conference on e-Business. 2007, pp. 34-41.
[6] P.J. Hu, P.K.Y. Chau, O.L. Sheng and K.Y. Tam, "Examining the
Technology Acceptance Model Using Physician Acceptance of
Telemedicine," Journal of Management Information Systems, Vol. 16
No. 2, 1999, pp. 91-112.
[7] S. Taylor and P. Todd, "Assessing IT usage: the role of prior
experience," MIS Quarterly, Vol. 19, 1995, pp.561-570.
[8] C. Jayawardhena, A. Kuckertz, H. Karjaluoto and T. Kautonen,
"Antecedents to Permission Based Mobile Marketing: An Initial
Examination," European Journal of Marketing, Vol. 43, No. 3/4, 2009,
pp. 473-499.
[9] H.H. Bauer, T. Reichardt, S.J. Barnes and M.M. Neumann, "Driving
Consumer Acceptance of Mobile Marketing: A Theoretical Framework
and Empirical Study," Journal of Electronic Commerce Research, Vol.
6, No.3, 2005, pp. 181-192.
[10] F. Lu, C.S. Yu, C. Liu and F.E. Yao, "Technology Acceptance Model
for Wireless Internet," Internet Research, Electronic Networking,
Application and Policy, Vol. 13, No. 3, 2003, pp. 206-222.
[11] M. Igbaria, "User Acceptance of Microcomputer Technology: An
Empirical Test," Omega, Vol. 21, 1993, pp. 73-90.
[12] H.S. Kwon, and L. Chidambaram, "A Test of the Technology
Acceptance Model: the Case of Cellular Telephone Adoption," Proc.
the 33rd Hawaii International Conference on System Sciences, 2000,
pp. 1-10.
[13] C.L. Hsu and H.P. Lu, "Why do People Play On-line Games? An
Extended TAM with Social Influences and Flow Experience,"
Information & Management, Vol. 7, 2004, pp. 853-868.
[14] P.S. Raju, "Optimum Stimulation Level: Its Relationship to Personality,
Demographics, and Exploratory Behavior," Journal of Consumer
Research, Vol. 7, No. 4, 1980, pp. 272-282.
[15] S. Im, B.L. Bayus and C.H. Mason, "An Empirical Study of Innate
Consumer Innovativeness, Personal Characteristics, and New-Product
Adoption Behavior," Journal of the Academy of Marketing Science,
Vol. 31, No. 1, 2003, pp. 61-73.
[16] C. Leavitt and J. Walton, "Development of a Scale for Innovativeness,"
Advances in Consumer Research, Vol. 2, No. 1, 1975, pp.545-555.
[17] P.J. Peter and J.C. Olson, Consumer Behavior and Marketing Strategy,
Boston: McGraw-Hill, 2002.
[18] R. Agarwal and J. Prasad, "Are Individual differences Germane to the
Acceptance of New Information Technologies?" Decision Science, Vol.
30, No. 2, 1999, pp. 361-391.
[19] P.J. Hu, Y.K. Cheng, O.L. Sheng and K.Y. Tam, "Examining the
Technology Acceptance Model Using Physician Acceptance of
Telemedicine," Journal of Management Information Systems, Vol. 6,
1999, pp. 91-112.
[20] F.D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User
Acceptance of Information Technology," MIS quarterly, Vol.13, 1989,
pp.319-339.
[21] S. Taylor and P.A. Todd, "Understanding Information Technology
Usage: a Test of Competing Models," Information Systems Research,
Vol.6, 1995, pp. 144-174.
[22] P. Kavassalis, N. Spyropoulou, D. Drossos, E. Mitrokostas, G. Gikas
and A. Hatzistamatiou, "Mobile Permission Marketing: Framing the
Market Inquiry," International Journal of Electronic Commerce, Vol.
8, No. 1, 2003, pp.55-79.
[23] E. Katz, H. Haas and M. Gurevitch, "On the Use of the Mass Media for
Important Things," American Sociological Review, Vol. 38, No. 2,
1973, pp.164-181.
[24] S. Godin, Permission Marketing: Turning Strangers into Friends, and
Friends into Customers, NY: Simon &Schuster, 1999.
[25] D.L. Hoffman and T.P. Novak, "Marketing in Hypermedia Computer-
Mediated Environments: Conceptual Foundations," Journal of
Marketing, Vol. 60, No. 3, 1996, pp. 50-68.
[26] V.W. Mitchell, "Consumer Perceived Risk: Conceptualizations and
Models," Journal of Marketing, Vol. 33, No. 1, 1999, pp.163-196.
[27] S.J. Barnes and E. Scornavacca, "Mobile Marketing: The Role of
Permission and Acceptance," International Journal of Mobile
Communications, Vol. 2, No. 2, 2004, pp. 128-139.
[28] F.D. Davis, "Perceived usefulness, perceived ease of use, and user
acceptance of information technology," MIS Quarterly, Vol.13 No. 3,
1989, pp. 319-340.
[29] J. Newell and M. Meier, "Desperately Seeking Opt-in: A Field Report
From a Student-led Mobile Marketing Initiative," International Journal
of Mobile Marketing, Vol. 2, No. 2, 2007, pp.53-57.
[30] M. Hanley and M. Becker "Cell Phone Usage and Advertising
Acceptance among College Students: A Four-year Analysis,"
International Journal of Mobile Marketing, Vol. 3, No. 1, 2008, pp.67-
80.
[31] J.S. Wais and E.K. Clemons, "Understanding and Implementing Mobile
Social Advertising," International Journal of Mobile Marketing, Vol. 3,
No. 1, 2008, pp.12-18.
[32] S. Barutcu, "Attitudes towards Mobile Marketing Tools: A Study of
Turkish Consumers," Journal of Targeting, Measurement and Analysis
for Marketing, Vol. 16, No. 1, 2007, pp. 26-38.
[33] F. Sultan and A.J. Rohm, "How to Market to Generation M(obile),"
MIT Sloan Management Review, Vol. 49, No. 4, 2008, pp. 34-41.
[34] M. Fishbein and I. Ajzen, Belief, Attitude, Intention, and Behavior: an
Introduction to Theory and Research, MA: Addison-Wesley, 1975.
[35] I. Ajzen and M. Fishbein, Understanding Attitudes and Predicting
Social Behavior, NJ: Prentice-Hall, 1980.
[36] I. Ajzen, "The theory of planned behavior," Organizational Behavior
and Human Decision Processes, Vol. 50, 1991, pp. 179-211.
[37] R.A. Clark and R.E. Goldsmith, "Interpersonal Influence and Consumer
Innovativeness," International Journal of Consumer Studies, Vol. 30,
2006, pp. 34-43.
[38] H.T. Hurt, K. Joseph and C.D. Cook, "Scale for the Measurement of
Innovativeness," Human Communication Research, Vol. 4, 1977, pp.
58-65.
[39] A.V. Citrin, D.E. Sprott, S.N. Silverman and D.E. Stem, "Adoption of
Internet Shopping: the Role of Consumer Innovativeness," Industrial
Management & Data Systems, Vol. 100, 2000, pp. 294-300.
[40] W. M. Lassar, C. Manolis and S.S. Lassar, "The Relationship between
Consumer Innovativeness, Personal Characteristics, and Online
Banking Adoption," Journal of Bank Marketing, Vol. 23, 2005, pp.
176-199.
[41] E. M. Rogers, Diffusion of Innovations, NY: The Free Press, 2003.
[42] K. Mathieson, "Predicting User Intentions: Comparing the Technology
Acceptance Model with the Theory of Planned Behavior," Information
Systems Research, Vol. 2, No. 3, pp. 173-191.
[43] O.E. Williamson, "Transaction Cost Economics: the Governance of
Contractual Relations," Journal of Law and Economics, Vol. 22, No. 2,
pp. 233-261.
@article{"International Journal of Business, Human and Social Sciences:57446", author = "Boonlert Watjatrakul", title = "Determinants of Students- Intentions to Use a Mobile Messaging Service in Educational Institutions: a Theoretical Model", abstract = "Mobile marketing through mobile messaging service
has highly impressive growth as it enables e-business firms to
communicate with their customers effectively. Educational
institutions hence start using this service to enhance communication
with their students. Previous studies, however, have limited
understanding of applying mobile messaging service in education.
This study proposes a theoretical model to understand the drivers of
students- intentions to use the university-s mobile messaging service.
The model indicates that social influence, perceived control and
attitudes affect students- intention to use the university-s mobile
messaging service. It also provides five antecedents of students-
attitudes–perceived utility (information utility, entertainment utility,
and social utility), innovativeness, information seeking, transaction
specificity (content specificity, sender specificity, and time
specificity) and privacy concern. The proposed model enables
universities to understand what students concern about the use of a
mobile messaging service in universities and handle the service more
effectively. The paper discusses the model development and
concludes with limitations and implications of the proposed model.", keywords = "education, intention, mobile marketing, mobile
messaging.", volume = "5", number = "1", pages = "50-6", }
