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The Attitude of Mobile Phone Users to Commercial SMS
Journal
University of the Thai Chamber of Commerce Journal
Publisher(s)
Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Date Issued
2012
Author(s)
Other Contributor(s)
University of the Thai Chamber of Commerce. Journal Editorial Office
Abstract
The research investigates mobile phone users' attitude toward commercial short message services (SMS). The major respondents are female, aged between 21-25 years, their highest degree is a Bachelor's and they work in a private company. All respondents have answered "use" to the mobile phone question. The service providers most used are AIS, DTAC and TRUE, respectively. The analysis relating to commercial SMSs indicates that the types of SMS received and preferred are different. The respondents have a different attitude toward eight businesses, including Financial/Banking, Tour offers, Department store/Shop, Beauty and Spa, Medical services/Hospital, Entertainment, News, and Sport. Regarding the frequency and time preferred, most respondents state that they prefer to receive "not over three" commercial SMSs per day and are willing to receive messages anytime during the day.
Subject(s)
Marketing
Journals
ISSN
0125-2437
Access Rights
public
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Rights Holder(s)
University of the Thai Chamber of Commerce
Bibliographic Citation
Kittipong Sophonthummapharn (2012) The Attitude of Mobile Phone Users to Commercial SMS. University of the Thai Chamber of Commerce Journal Vol.32 No.4.
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