M.A. Thesis:

Factors affecting of consumers' attitudes toward mobile advertising: The mediating rols of of intrinsic and extrinsic motivations

The rapid development of communication technologies and the high penetration rate of mobile phones in the community have made it one of the new marketing communication channels and allow companies to reach their customers without any time and space constraints. The purpose of this study was to investigate the effect of mobile advertising factors on customer attitudes regarding the mediating role of internal and external motivation among cyberspace users in Sabzevar city. Cochran and stratified random sampling method were selected. Data collection tool was Feng et al (2016) questionnaire which its validity and reliability were confirmed. The collected data were analyzed using Amos software. Research findings suggest that timeliness of advertising on customer's external motivation to accept mobile advertising (1.184), localization of advertising on customer's external motivation to accept mobile advertising (1.11), personalization of customer external motivated advertising for Mobile Ad Acceptance (0.813), Customers' Diverse Motivation for Their Acceptance of Mobile Advertising (4.27), Perceived Customer Environment on their Internal Motivation for Acceptance of Mobile Advertising (3.27), External Motivation of Customers on Their Attitude (0.586), Motivation Internality of customers has a positive and significant effect on their attitude (0.401). Also, the effect of external motivation on internal motivation on customer attitude for acceptance of mobile advertising was confirmed and overall results showed that mobile advertising factors have positive and significant effect on customer attitude regarding the mediating role of internal and external motivation.

Keywords: Customer Attitude, Mobile Advertising, Internal Motivation and External Motivation