Determinants of Students- Intentions to Use a Mobile Messaging Service in Educational Institutions: a Theoretical Model

Authors: Boonlert Watjatrakul

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.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1070757

References:

[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.