Mobile phone as a communication tool has been spread increasingly and its more features has caused to be used as a medium for promotional activities and attract the attention of companies. Mobile advertising has different aspects. One of the aspects of mobile advertising is the use of mobile applications for advertising and marketing، which is the result of improvement in technology and mobile technology. This research sought to assess the impact of individual factors on consumer attitudes towards mobile application programs. The present research focused on evaluating the impact of individual factors on consumer attitudes towards mobile advertising through the value of advertisement among the smart phone users of bachelor students in the university of Isfahan. This research is an applied research in terms of objective and descriptive-survey in terms of data collection. Statistical population of the research consists of smart phone users among the bachelor students of University of Isfahan and 230 samples were selected. The conceptual model has been designed based on the literature review and also getting inspired by the model of Mansour (2012)، which was edited on the basis of planned behavior theory. Date were collected using a multiple-choice questionnaire designed by the researcher. Moreover، the questionnaires' validity and reliability were verified using face and construct validity and Cronbach's alpha coefficient، respectively. Furthermore، structural equation modeling was used to test the hypotheses. On the basis of the research results، individual factors including social influence and attitude towards advertising in general، had a significant and positive impact on perceived usefulness of mobile marketing. Moreover، an effect of innovativeness، social influence and attitude towards advertising in general، were confirmed on perceived entertainment of advertising. Finally، the positive effect of perceived usefulness and perceived entertainment on consumer attitudes towards mobile advertising was approved.
خلاصه ماشینی:
"بحرینی‌زاده و پوردهقان (1394) در پژوهشی با عنوان «ارائه مدلی برای بررسی تأثیر عوامل مربوط به ارتباطات بازاریابی/رسانه بر پذیرش تبلیغات موبایلی» با استفاده از پرسشنامه نظرات 400 نفر از کاربران تلفن همراه را جمع‌آوری کرده و با استفاده از روش مدل‌سازی معادلات ساختاری و نتایج تحلیل مسیر ارتباط بین متغیرهای مدل را تبیین کرده‌اند.
نتایج پژوهش حاضر نشان می‌دهد که ارزشمندی تبلیغات شامل سرگرم‌کنندگی درک‌شده و فایدة درک‌شده بر نگرش مصرف‌کننده دربارة تبلیغات موبایلی و به‌ویژه برنامه‌های کاربردی موبایل تأثیر دارد؛ برای مثال رستوران‌ها، مغازه‌ها و بانک‌ها می‌توانند با استفاده از خدمات مبتنی بر مکان تلفن‌همراه، بخشی را در برنامة کاربردی خود طراحی کنند که به مشتریان در یافتن نزدیک‌ترین شعبه کمک کند.
[1] Blanco, Blasco & Azorin [2] Persaud & Azhar [3] Quick Response [4] Watson, McCarthy & Rowley [5] Grant [6] Mobile Marketing [7] Megdadi & Nusair [8] Leppaiemi & Karjaluoto [9] Mobile Application [10] Gaeki et al [11] Chin-lung et al [12] Gupta [13] Bauer et al [14] Amen [15] Zarmpou et al [16] Yang [17] Social Influence [18] Chong et al [19] Bruner & Kumar [20] Beneke et al [21] Natarajan et al [22] K.
Maduku et al [23] Chin-Lung et al [24] Gurtner et al [25] Watson et al [26] Persaud & Azhar [27] Mansour [28] Anderson & Gerbing [29] Faziharudean & Li-Ly [30] Ismail & Razak [31] Keshtgary & Khajehpour [32] Mandy [33] Haghirian مراجع 1- بحرینی‌زاده، م؛ مصلح، م و پوردهقان، ع.
International Journal of Mobile Marketing, Vol. 5, Issue 1.
"Factors Influencing Advertising Message Value By Mobile Marketing Among Jordanian Users: Empirical Study"."
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