منیژه بحرینی زاد

Today, mobile advertisements is considered as one of the most important and influential marketing activities, because marketers through the small media ability to interact, individual access and have direct communication with users at any time and place. Therefore, advertisement activities should be designed with greater expertise and businesses need to focus on the lead to effective results advertise acceptance by customers according to their needs, tendencies and by providing value-added services, advertising admission process to complete. The aim of this study is developing a comprehensive model of the factor affecting the adoption of mobile advertising from the perspective of the users. With a perfect study of the factors that affecting the adoption of mobile advertisement, most of the important and common cases extracted and then have been tested as a model. This study is applicable in terms of goal as well as descriptive in terms of data acquisition. To evaluate the proposed model and hypotheses, data acquisition from 400 mobile phone users was carried out in the city of Bushehr. In order to analysis of the data and verification of the model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used, and the relation between the variables in the model based on the results of the path analysis were investigated. The results representative a positive effects of the indicators social influence, innovativeness, the technology of the user’s mobile phone, attitude toward advertisement in general of personal factors and indicators Interactivity, credit, entertainment, incentive and informativeness of marketing communications factors, on acceptance of mobile advertisements. Irritation variable has a negative impact on attitude of mobile advertising and acceptance of mobile advertisement. Also, the results show attitude towards Mobile advertising has positive and significant impact on the acceptance of mobile advertising.