Document Type : Original Article
K.N. Toosi University of Technology
K.N.Toosi university of technology
Department of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran.
English Abstract must be Times New The increasing penetration of mobile devices will lead to better use of it in youth business. Mobile marketing has received less attention in developing countries such as Iran. The purpose of this paper is to investigate the predictors of mobile marketing use by expanding the Unified Theory of Acceptance and Use of Technology (UTAUT2).The extended model has additional factors including perceived risk, trust, mobility, and personal innovativeness. Data were collected using online surveys and questionnaires from 350 students of K. N. Toosi University of Technology. To predict the use of mobile marketing, a novel partial Least Squares - Artificial Neural Networks (PLS-ANN) approach was used. The results show that personal innovativeness is the most effective factor in mobile marketing acceptance. Subsequently, the hedonic motivations, performance expectancy, mobility, social influence, trust, and facilitating conditions play a vital role. Furthermore, the results illustrate that price value, perceived risk, and effort expectancy were not effective.