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Relationship and Effect of Entertainment, Informativeness, Credibility, Personalization and Irritation of Generation Y’s Attitudes towards SMS Advertising

Table 8:

Model Unstandardized Coefficients Standardized Coefficients T Sig.
B Std. Error Beta
1 (Constant) .724 .224 3.230 .000
entertainment .167 .046 .202 3.669 .001
Informativeness .170 .043 .183 3.927 .001
Creditability .280 .052 .282 5.369 .001
Personalization .228 .054 .226 4.234 .001
irritation -.048 .036 -.058 -1.343 .180
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