Mobile-Commerce Intention to Use via SMS

With the widespread use of mobile phones in the Arab world, companies, including banks, are offering different communication channels for their customers to access their services. Among these channels, this study investigates the level of intention to use SMS for banking transactions. To reach this objective the study compares the explanatory power of six technology adoption models to predict SMS intention to use. These models are: the theory of reasoned action, the theory of panned behavior, the technology acceptance model, the decomposed theory of planed behavior, Nyvseen’s et al., (2005) model, and a new model proposed by the authors. A convenient sample of 171 users in Kuwait was used to compare these models using regression analysis. Results show that the decomposed theory of planned behavior has the largest explanatory power, followed by the new proposed model. Results also reveal that the technology acceptance model and the theory of reasoned action have the least explanatory power. These results provide researchers and practitioners with some insights on the adoption of SMS. For researchers, such insights would be useful in understanding the adoption phenomenon, while for practitioners, such insights would provide some basis for adopting certain policies to promote adoption. Request access from your librarian to read this chapter's full text.