Ruiz Mafé, Carla; Sanz Blas, Silvia; Fernando … - In: Journal of Service Management 21 (2010) 1, pp. 69-102
Purpose – The purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes. Design/methodology/approach – The technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the...