Determinants of consumer perceptions toward mobile advertising by confirmatory factor analysis and structural equation modeling techniques (SEM)

Abstract

Given the importance and necessity of advertising issue, the main issue of this research factors affecting consumer perception towards mobile advertising is considered With regard to the conceptual model of this study, ten hypotheses to evaluate the objective formulation were. The aim of the present work applied for is a descriptive survey data collection instruments were used to collect data and explore relationships between variables and factors confirmed through confirmatory factor analysis and structural equation techniques were performed using LISREL 8.72 software. Survey questionnaires were distributed to 150 students of Yazd University Master of Business Administration in the spring of 2014 show that Information and credit variables in order to have the greatest impact on changing attitudes toward advertising Variables and value promotions and incentives in order to have the greatest impact on the intended use of the advertising variables as well as entertainment, personalization painful and Attitudes Consumer rejection was found that the perceived value of advertising affect consumer's intention toward mobile advertising is.