Technology Readiness and Propensity of Cell Phone Users to Subscribe to Commercial Messaging Services

The use of messaging service as a marketing channel has not been sufficiently explored in the marketing literature. The purpose of this study is to: (1) examine the effect of technology readiness on cellular (mobile) telephone users in association with the propensity to subscribe to commercial short messaging services, (2) identify the types of short messaging services in demand, and (3) identify the preferred receiving time and frequency. The study uses the technology readiness index (TRI) as a part of a comprehensive questionnaire to conduct the study among cellular telephone users in Thailand. Multivariate statistical techniques were used in analyzing the data. The findings suggest that an individual’s technology readiness plays a minor role in explaining a cell telephone user’s attitude towards subscribing to commercial short messaging services. Nonetheless, a number of short messaging services are demanded by cell telephone users. The preferred receiving time varied during the day while the preferred receiving frequency is one to three times per day.