摘要：Rapidly developing technology has shifted the marketing strategies of businesses. Particularly,since the mobile devices are now an important part of consumers’ everyday life,to interact with consumers via mobile devices is a necessity for marketers. Parallel with the developments in technology,researchers has searched for the theoretical bases of the attitudes of the consumers towards technology based devices through the theories of acceptance and the use of technology. This study adopts the Unified Theory of Acceptance and Use of Technology (UTAUT). This study’s aim is to determine the effect of technology acceptance and use factors on consumers’ intention to use mobile advertising. To accomplish this main purpose,survey conducted to 309 consumers. Structural equation modeling was used to test research hypotheses which developed in accordance with research objective. Results indicate that perceived enjoyment has the strongest effect on intention to use mobile advertising. On the other hand,results reveal that there is no significant relationship between personal innovativeness,performance expectancy and facilitating conditions and intention to use mobile advertising. Additionally,effort expectancy and mobile skillfulness have effect on performance expectancy.
其他摘要：Hızla gelişen teknoloji doğrultusunda işletmelerin pazarlama stratejileri de bu gelişmeden etkilenmiştir. Özellikle mobil araçların tüketicilerin günlük hayatlarının vazgeçilmez bir parçası olması dolayısıyla mobil araçlar üzerinden tüketicilere ulaşmak i
关键词：Mobile Advertising;Unified Theory of Acceptance and Use of Technology; Technology Acceptance Model.
其他关键词：Mobil Reklam;Teknolojinin Kabulü ve Kullanımının Birleştirilmiş Teorisi;Teknoloji Kabul Teorisi.
