1887
Volume 2015, Issue 1
  • E-ISSN: 2223-506X

Abstract

With the rapid development of technology and increasing growth of smartphone users, the use of mobile advertising has become an optimal method for marketing. Advertising companies can use this technology to target a specific audience and to interact with them. Considering consumers have different attitudes toward mobile advertising, this study aims to investigate the psychological factors affecting their intention of accepting such advertisements. Therefore, the theory of planned behavior (TPB) is used to investigate the psychological factors affecting the intention of accepting mobile advertising. It is assumed that psychological factors influence the consumers' intention of accepting mobile advertising. Applying available non-probability sampling, 420 questionnaires were distributed in the statistical population (university students who study in Rasht County), in order to evaluate the effective variables in the above-mentioned model. The results of data collected by structural equation modeling (path analysis) indicate that Iranian consumers have a positive attitude toward mobile advertising; moreover, subjective norms and perceived behavior control are other factors affecting the intention of using mobile advertising.

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2015-07-03
2019-12-14
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