TABLE 2

FROM:

Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers

Alexander Muk

Table 2. Summary of regression analysis for variables predicting behavioural intentions

(Taiwan N=198)
Variable	B	SE
Attitude	0.189	0.029	0.409* * *
Subjective norm	0.321	0.069	0.297* * *

 Note: R ²=0.362.

  ^{* * *} p<0.001.