This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as research framework. 242 respondents completed a structured questionnaire; measuring their responses for the TAM’s five constructs viz. perceived utility, perceived ease...

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...