University of Isfahan New Marketing Research Journal 2228-7744 7 4 2018 02 20 A Study of Factors Affecting Consumer Use of Mobile Advertising based on the Unified Theory of Acceptance and Use of Technology A Study of Factors Affecting Consumer Use of Mobile Advertising based on the Unified Theory of Acceptance and Use of Technology 173 194 22543 10.22108/nmrj.2018.101784.1095 FA Soheila Khoddami - Assistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran Hossein Norouzi Assistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran 0000-0002-0340-329X MAHSA MOROVATI M.A., Kharazmi University, Tehran, Iran Journal Article 2017 01 15 As mobile technology is continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has been emerged. Earlier studies have provided no multi-dimensional vision from the perspective of personal, environmental, and technological factors and simultaneously a study discussing acceptance and use. Based on this logic, this research is aimed to discuss the factors affecting Behavioral Intention (BI) of users to use mobile advertising through an expansion of the United Theory of Acceptance and Use of Technology (UTAUT). The present research is descriptive-survey and its statistical population consists of the students of Kharazmi University. A total of 472 acceptable samples were collected using random sampling method. Moreover, the collected data were analyzed using structural equation modeling and confirmatory factor analysis. Findings of the research showed that Personal Innovation in Information Technology (PIIT), Perceived Enjoyment (PE), Social Influence (SI), Performance Expectancy (PE) and Compatibility (CMP) have a positive and significant effect on behavioral intention to use mobile advertising. Furthermore, Self-Efficacy (SEEF), Facilitating Conditions (FC), and Effort Expectancy (EE) have no effect on behavioral intention. As mobile technology is continued to advance, a new platform of advertising known as mobile advertising (m-advertising) has been emerged. Earlier studies have provided no multi-dimensional vision from the perspective of personal, environmental, and technological factors and simultaneously a study discussing acceptance and use. Based on this logic, this research is aimed to discuss the factors affecting Behavioral Intention (BI) of users to use mobile advertising through an expansion of the United Theory of Acceptance and Use of Technology (UTAUT). The present research is descriptive-survey and its statistical population consists of the students of Kharazmi University. A total of 472 acceptable samples were collected using random sampling method. Moreover, the collected data were analyzed using structural equation modeling and confirmatory factor analysis. Findings of the research showed that Personal Innovation in Information Technology (PIIT), Perceived Enjoyment (PE), Social Influence (SI), Performance Expectancy (PE) and Compatibility (CMP) have a positive and significant effect on behavioral intention to use mobile advertising. Furthermore, Self-Efficacy (SEEF), Facilitating Conditions (FC), and Effort Expectancy (EE) have no effect on behavioral intention. https://nmrj.ui.ac.ir/article_22543_23db4699ca9f8af3af87be8c33bc82cd.pdf