تبلیغات تلفن همراه : چشم انداز تغییر صنعت تبلیغات
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|42423||2015||15 صفحه PDF||سفارش دهید||9410 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Telematics and Informatics, Volume 32, Issue 4, November 2015, Pages 720–734
As mobile technologies continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has emerged. This study explores factors that influence consumers’ behavioral intention (BI) to use m-advertising by proposing an extension of Unified Theory of Acceptance and Use of Technology (UTAUT) model with personal innovativeness in information technology (PIIT), perceived enjoyment (PEJ) and mobile skillfulness (MS). Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine a sample size of 271 respondents, the findings reveal that all the constructs in UTAUT have positive and significant effect on BI. Additionally, the results also support MS as a major determinant of performance expectancy (PE), effort expectancy (EE) and PEJ. In terms of control variables, gender and experience were found to have no confounding effects on the BI to use m-advertising. The research model can provide useful insights for scholars and mobile marketers to facilitate the growth of m-advertising in the mobile market environment. Practical contribution of the study will provide useful information for scholars and mobile marketers to facilitate m-advertising growth in the mobile market environment.