A Framework for Analysis of Predictors of Mobile-marketing Use by Expanding Unified Theory of Acceptance and Use of Technology and Artificial Neural Networks

This study developed unified theory of acceptance and use technology (UTAUT) to examine the predictive factors mobile marketing adoption. Variables such as personal innovativeness, hedonic motivations, performance expectancy, mobility, social influence were studied for acceptance. The predicted artificial neural networks (ANN) approach was applied evaluate data, results data used comparison with path analysis. ANN model derailed by linear statistical able show importance all predictors that could not be identified analysis model. innovativeness is most effective factor in Subsequently, influence, trust, facilitating conditions play a vital role. Furthermore, illustrate price value, perceived risk, effort expectancy effective.