The Impact of Consumer Attitudes Towards Advertising on Mobile Purchasing in Different Regions of Hormozgan Province: A Comparative Study of Bandar Abbas City and Goorband Village

Mobile advertising has emerged as a powerful communication tool for promoting products and achieving marketing objectives such as increasing sales and enhancing brand image. This study investigates the influence of consumer attitudes towards advertising on mobile purchasing behavior in two distinct regions of Hormozgan Province, Iran: the urban area of Bandar Abbas and the rural area of Goorband Village. A sample of ۳۸۴ individuals who have made at least one mobile purchase was selected using the Cochran formula and surveyed using a structured questionnaire. Data were analyzed using SPSS and LISREL software, employing statistical tests such as t-test, regression analysis, and structural equation modeling. The findings indicate a significant difference in consumer attitudes towards mobile advertising and purchasing between the two regions. Positive attitudes towards advertising, personal characteristics, technological skills, and social influence have a significant impact on mobile purchasing behavior, with these effects being more pronounced in urban areas. The study offers valuable insights for marketers seeking to tailor mobile advertising strategies to diverse geographic and demographic contexts.Mobile advertising has emerged as a powerful communication tool for promoting products and achieving marketing objectives such as increasing sales and enhancing brand image. This study investigates the influence of consumer attitudes towards advertising on mobile purchasing behavior in two distinct regions of Hormozgan Province, Iran: the urban area of Bandar Abbas and the rural area of Goorband Village. A sample of ۳۸۴ individuals who have made at least one mobile purchase was selected using the Cochran formula and surveyed using a structured questionnaire. Data were analyzed using SPSS and LISREL software, employing statistical tests such as t-test, regression analysis, and structural equation modeling. The findings indicate a significant difference in consumer attitudes towards mobile advertising and purchasing between the two regions. Positive attitudes towards advertising, personal characteristics, technological skills, and social influence have a significant impact on mobile purchasing behavior, with these effects being more pronounced in urban areas. The study offers valuable insights for marketers seeking to tailor mobile advertising strategies to diverse geographic and demographic contexts.

Keywords:

Mobile Advertising , Consumer Attitudes , Mobile Purchasing , Urban-Rural Comparison