Sport Management Studies

The Impact of Technology Acceptance on the Willingness to Use SMS Advertising in Consumers of Sport Goods (Case Study Tehran City)

Document Type : Research Paper

Authors

1 Associate Professor of Management, Shahid Bahonar University of Kerman

2 Ph.D. of International Marketing Management, Semnan University*

3 Ph.D. of International Marketing Management, Semnan University

4 M.Sc. of Business Management, Semnan University

Abstract
The purpose of this research is to study the impact of technology acceptance on the willingness to use SMS advertising considering the mediating role of attitude towards accepting the ads. This research is practical and on the basis of how to obtain the required data, the type of this study is descriptive and correlational. Population of this study was male and female customers of sports goods over 30 years in Tehran and available sample and the Cochran formula are used to obtain sample size. The standard questionnaire was used as the Data collection tool. Structural equation modeling has been used for data analysis. Results show that perceived usefulness and social impact has a significant impact on attitude towards acceptance of SMS advertising. Attitude also has a significant impact on acceptance of SMS advertising. Also, in the technology acceptance model, perceived ease of use has a significant impact on perceived usefulness, while it had no significant effect on attitude towards acceptance of SMS advertising. Perceived ease of use is important structures for sport in customers' attitudes towards the acceptance of SMS messages advertising. So, this study provides insight into the use of IT Sweeris SMS as an advertising medium available to marketers sporting goods through mobile phone with this.

Keywords

Main Subjects

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Sport Management Studies
Volume 9, Issue 45
November and December 2018
Pages 213-230

  • Receive Date 02 March 2017
  • Revise Date 13 May 2017
  • Accept Date 21 May 2017

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