Determining the effects of factors related to SMS advertising on consumers' attitudes and purchase intentions

Becoming a rapidly widespread of mobile devices such as mobile phones has been created a new channel for both marketers and advertisers. Nowadays, advertisements are made with mobile phones. In this research, the effect of the factors for the attitudes of consumers is to explain the impact between the mobile ads and their attitudes. This study is based on entertainment, irritative, trustful, customized and informational factors that affecting the attitude towards SMS advertising. The results of regression analysis and structural equations show that all these factors, According to structural equation analysis, the model was found to be significant. Among the influential factors, amusement, informatics and personalization dimensions affect attitude positively. The other disturbing factor, which affects mobile advertising, has a statistically significant negative effect on attitude. In this process, exploratory factor analysis was carried out with SPSS program and then confirmatory factor analysis was performed with AMOS apart from reliability, are important to affect the attitude towards SMS advertising and informational is the most important factor. It was also determined that affect consumer attitudes. Keywords: Mobile Advertising, SMS Ads, Attitude, Attitude towards Advertising, Consumer Attitudes, Intention, Intention towards Attitude, Structural Equation Model