Open AccessInvestigation of psychological factors affecting consumers' intention of accepting mobile advertising
Author(s) -
Narges Delafrooz,
Zeinab Sabzali Zanjankhah
Publication year - 2015
Publication title -
qscience connect
Language(s) - English
Resource type - Journals
ISSN - 2223-506X
DOI - 10.5339/connect.2015.6
Subject(s) - advertising , theory of planned behavior , path analysis (statistics) , psychology , structural equation modeling , order (exchange) , control (management) , population , marketing , business , computer science , medicine , environmental health , finance , machine learning , artificial intelligence
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.