The effect of customer innovation and content attractiveness on mobile advertisement acceptance

The purpose of this article is about to find the effective factors on the acceptance of mobile advertisements specially customer innovation and content attractiveness and also assessing the way of this efficacy. A proposed model of the effective factors on the acceptance of mobile advertisements. The statistical population of this research is the mobile phone users in Qazvin city that the sample consisted of 300 questionnaires were chosen randomly and considering to genders. To analyze the data acquired from the questionnaires, the confirmatory factor analysis method, statistical analysis software tool SPSS and LISREL path diagram have been used. According to the results of this survey show that the following factors will affect the mobile phone advertisements acceptance: personalization, credibility, privacyconcerns, usefulness, customer innovation and satisfaction through intermediate and attitudes toward mobile advertisements without intermediate. Even though the factors: privacy concerns and content attractiveness have no effect on customer satisfaction in mobile advertisement acceptance and in previous studies such investigations have been carried out. The results of this research can be utilized in organizations and companies for managerial decisions such as the selection of the right product for advertising, the identification of the appropriate prospects to present the advertisements, recommender systems, the designing of the advertising messages customized according to the identified prospects’ interests.

کلیدواژه ها:

mobile advertisements acceptance ، attitudes toward advertising ، personalization ، credibility ، usefulness ، privacy concerns ، satisfaction ، customer innovation ، content attractiveness