The Attitude of Mobile Phone Users to Commercial SMS
Kittipong Sophonthummapharn · 2012
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.