%0 Journal Article
	%A Boonlert Watjatrakul
	%D 2011
	%J International Journal of Information and Communication Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 49, 2011
	%T Determinants of Students- Intentions to Use a Mobile Messaging Service in Educational Institutions: a Theoretical Model
	%U https://publications.waset.org/pdf/8365
	%V 49
	%X 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.
	%P 15 - 20