أثر الدوافع التجريبية علي نية و تبني استخدام الهاتف المحمول في الإعلانات التسويقية و دور الفائدة المدركة و سهولة الاستخدام كمتغيرات وسيطة

Abstract EN

This study aimed at identifying the role of the perceived usefulness and ease of use in the relationship between the experimental motives and intention to use mobile marketing advertisement for graduate students in some Sudanese universities.

The framework of the study and its hypotheses are constructed based on literature review, gratification theory uses and Technology Acceptance Model (TAM).

The measurements of the variables were adopted from previous studies, and due to the study nature quota sampling were chosen, and a questionnaire was designed for the data collection, whereas 600 copies were distributed to the study samples, and 72.3% of these copies were retrieved.

However, reliability is tested by Alpha Cronpach’s and regression analysis is used to test the study hypotheses.

The study findings indicated that experimental motives have a direct effect on the intention to use mobile marketing advertisement except for the escape motive variable.

Moreover, experimental motives have indirect effects on the intention to use mobile marketing advertisement through the perceived usefulness and ease of use, whereas the perceived usefulness partially mediated the relationship between the experimental motives and intention of adoption since the escape motives was not calculated for the intention of use.

Also, the ease of use has a partial mediating effect between the experimental motives and intent of adoption except for the focus motive, as a result this issue requires further studies for deepening understanding.

Finally the results are discussed and recommendations are provided for future studies.