A study of effective factors on the attitude of the consumers of cellphone SMS advertisement and their impact on purchase behavior
Journal Title: Journal of Science and today’s world - Year 2014, Vol 3, Issue 5
Abstract
The present study is a result of a field study that has the aim of studying the factors that are effective on the attitude of the consumers of cellphones’ SMS ads and their impact on the purchase behavior and intent. Considering the increasing spread of the users of cellphone SMS ads and the extent of the influence, the cellphone has been rapidly turned into an easy marketing channel for marketers and advertisers and the experimental studies in this regard is increasing. The variables in this study are “mobile advertising dimensions (entertainment, providing information, irritation and validity), “gaining permission”, “incentives”, “intention” and “behavior”. For fulfilling the intended objectives, in this study a questionnaire consisted of 35 questions was distributed among 430 individuals having cellphone using convenience sampling and 407 questionnaires were collected and LIZREL software was used for testing the model. The results of the study indicate that cellphone advertising dimensions have a positive significant impact on attitude, attitude with intention and intention with behavior and that gaining permission does not has significant impact on attitude.
Authors and Affiliations
Aziz Yousefiani, Ali Kazemi
Keywords
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