The Effects of Cultural Dimensions on Consumers' Use of Mobile SMS Advertising in Taiwan
Mobile advertising refers to commercial messages delivered through a wireless equipment or network. SMS mobile advertising is a simple form of mobile advertising that has been introduced and widely used. While advertising practitioners and researchers have shown increasing interests in this innovative advertising format, factors leading to consumers' use of mobile advertising still require a methodical study. Among several published studies about mobile advertising adoption, scholars have increasingly examined the effects of consumers' cultural dimensions on their mobile advertising use. This study employed Geert Hofstede's (2001) 5-D cultural dimension framework to study the effects of consumers' cultural dimensions on their adoption behavior. A questionnaire survey was developed to collect data from 156 college students about their cultural dimensions, attitudes toward mobile SMS advertising, and intention to use mobile SMS advertising. Regression analyses found that consumers' uncertainty avoidance and collectivism/individualism indices can best predict their use of mobile SMS advertising. Further hierarchical regression analyses, however, indicated that consumers' attitudes toward SMS mobile advertising were more powerful predictors than their cultural dimensions. Theoretical and practical implications were discussed.