Affordable Access

Using TAM to examine consumer acceptance of a mobile phone assisted smoking cessation program in Australia

Publication Date
  • 150502 Marketing Communications
  • E-Health Marketing
  • Smoking Cessation
  • Mobile Phones
  • Technology Acceptance Model
  • Communication


This paper study examines Australian smokers’ perceptions of a potential SMS-assisted smoking cessation program. Using TAM we tested perceived ease of use, perceived usefulness and subjective norms on intentions to use this cessation program if it was available. Findings show that perceived usefulness and subjective norms were the significant predictors of intentions to use. Perceived ease of use did not directly influence this outcome instead it has an indirect influence through perceived usefulness. These preliminary findings can be built upon through introducing additional variables to help practitioners better understand consumer acceptance when marketing e-health programs such as this.

There are no comments yet on this publication. Be the first to share your thoughts.