Factors Affecting on SMS Advertising Avoidance

SMS is a new media in comparison with traditional Medias. This paper aims to draw and test a model where the SMS advertising avoidance includes six hypotheses. An open ended 49-items questionnaire is designed and distributed among 282 mobile phone users. The Cronbach's alpha coefficient confirms reliability. Partial least square method is applied to estimate the model. Results of this study show that all hypotheses are confirmed. Subjective norms, self-esteem and prior negative experience increase skepticism on SMS advertisement. The findings also indicate that prior negative experience, SMS advertisement skepticism and SMS advertisement credibility impact SMS advertisement avoidance. Decomposition effect shows that prior negative experience, SMS advertisement credibility and then SMS advertisement skepticism are the most important factors affecting SMS advertisement avoidance.