Abstract

This is a research in progress. The study reviews four theoretical modes on mobile technology and proposes a unified model to understand consumer attitude, intention, and behavior when using Short Message Service (SMS) in mobile technology. The proposed model includes SMS success factors, consumer beliefs, SMS success measure, and demographic dimensions. By setting the study in an international context (Scharl et al., 2005; Hong and Tam, 2006) and developing survey questionnaires (Scharl et al., 2005) we follow the recommendation of prior researchers. The study context is HIV/AIDS awareness at a university in a low-income country. Seventeen hypotheses are proposed to test the full model. Some of the questionnaire is already developed, the remaining are in the final stages. The pilot test is scheduled for March 2009. Following a baseline study in the pilot we will proceed to conduct the main study and test the full model. Keywords Mobile

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