Current study focuses on examining consumers? beliefs and behavioral intentions towards QR Codes in marketing across different cultures such as India & USA. Study also examines select variables that moderate the relationship between beliefs and behavioral intentions. For this a scenario based...

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling...