TABLE 3

FROM:

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

Alexander Muk

Table 3. Summary of stepwise regression analysis for variables predicting intentions

(US, N=178)
Variable	B	SE
Step1
Trialability	0.035	0.006	0.408* * *
Step 2
Trialability	0.032	0.006	0.374* * *
Compatibility	0.014	0.005	0.202* *
Step 3
Trialability	0.023	0.008	0.263* *
Compatibility	0.013	0.005	0.180*
Relative advantage	0.022	0.012	0.175*
Step 4
Trialability	0.023	0.008	0.262*
Compatibility	0.013	0.005	0.180*
Relative advantage	0.023	0.012	0.176
Social influence	-0.001	0.012	-0.175

 Note: R ²=0.17 for Step 1; R ²=0.21 for Step 2; R ²=0.22 for Step 3; R ²=0.22 for Step 4.

  ^{* * *} p<0.001; ^{* *} p<0.01; ^* p<0.05.