Factors influencing Technology Acceptance: A Study on Mobile Users in Iran
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2017, Vol 11, Issue 2
Abstract
This study aims to find the factor affecting acceptance of mobile advertising in the University of Tehran. A field research carried out on 350 university students to probe their technology acceptance behavior in the context of mobile phones. The data analyzed based on structural equation modeling by using Lisrel software. The integration of respondents' individual opinions results indicates, perceived usefulness and perceived ease of used have a positive and significant impact on behavioral intention to use mobile phone advertisement. Marketing tools are directly affected by advances in communications technology methods.
Authors and Affiliations
Tayebeh Nikraftar| Assistant Prof, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran, email: nikraftar@ut.ac.ir
Keywords
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