INVESTIGATION OF EFFECTIVE FACTORS IN USING MOBILE ADVERTISING IN ANDIMESHK

Abstract

The purpose of this research is to identify effective factors in using customer of mobile advertising. The research model is consistent with the model adjusted MOPTAM for the adoption of mobile ads. Studies conducted by Wong Chin emphasized on effecting perceived ease of use, perceived usefulness, perceived conditions of social and facilitating on customers' behavioral intention to use mobile advertising according to demographic factors in Malaysia. In this study each of the variables is described by using descriptive statistical indexes. The results of the analysis showed that generally perceived usefulness, perceived ease of use, facilitating conditions, social conditions on the willingness of people to use mobile advertising is effective. In addition, a person's gender, education and her/his age affect in strength of this relationship.