Analysis of Influential Factors on Consumer Behavior in Mobile Marketing

Subject Areas : Communication

Tahereh Arbab ¹ (E commerce Department, Islamic Azad University)
Hojatollah Hamidi ² (Professor in Industries-Information Technology, Academic Staff and Assistant Professor, Khaje Nasiratooi University)
Mohsen Gharehkhani ³ (Professor in Industries-Industries, Financial Engineering, Academic Board and Assistant Professor at Qom University)

Received: 2023-01-08 Accepted : 2023-03-01 Published : 2023-04-21

Keywords: Mobile marketing, consumers' behavior, structural equations,

Abstract :

Wireless technology introduced itself enjoying its high-speed as a significant feature with its emanation on mobile phones, and the global market was keen on using them as marketing tools. The present study is an applied survey, while its methodology is descriptive and analytical. Questionnaires were distributed among 284 students of Tehran University. Data were analyzed using structural equation modeling using Lisrel and Expert Choice software. Descriptive methods and inferential statistics such as Kolmogorov Smirnov, Binomial and Friedman tests and factor analysis were in this study. Tests findings showed that easy applicability, being knowledge-based and technology-based, positive and negative purchase variables make a significant impact on customer behavior in mobile marketing which are not considered as effective variables. The confirmation of all study assumptions indicates the significance of analyzing consumer behavior in mobile services