In this study acceptance of SMS advertising among young Pakistani
consumers has been examined. Technology Acceptance Model (TAM) is
modified by including subjective norms and perceived trust to understand the
antecedents of intentions for use of SMS advertising. Data was collected
from 229 mobile phone users through a structured questionnaire. The model
was analyzed using Structural Equation Modeling (SEM) technique. Results
revealed that perceived utility and perceived trust are the two major
determinants of intentions to use SMS advertising by young Pakistani
consumers. However, perceived ease of use and subjective norms also play a
role in predicting intentions. Overall the modified version of Technology
Acceptance Model (TAM) is well supported through data.
