Effect of Mobile Phone Advertising on Shopping Behavior of Tehran University Students

Due to the ever-expanding e-business and the tendency of customers to buy online products the purpose of this study is to investigate the effect of effective factors on customers' attitudes toward technology acceptance and mobile advertising in e-business. The present research is applied in terms of purpose and descriptive-survey based on data collection method. The statistical population of this study is mobile phone users in the University of Tehran, which was collected using a simple random sampling method and distribution of 400 questionnaires. Then, the data were analyzed by structural equation modeling using SPSS and LLSREL software. Findings show that entertainment, annoyance, credibility and value, perceived ease and perceived usefulness, have a positive and significant effect on customer attitudes. Advances in communication technology have directly affected marketing methods and tools. Mobile has introduced a new communication channel for marketers, and the strategic use of this communication channel can lead to a competitive advantage for start-up electronics businesses.