Mobile Application Purchase: Comparison of Utilitarian Features between Users and Non-users

This study aims to understand how utilitarian features of a mobile application moderate purchase motivations and intentions among users non-users. Taking case cinema ticket in the Iranian context, this has collected empirical data through questionnaire from 240 respondents. Multiple regression analysis was used analyze data. Motivational variables were grouped into four groups: functional motivations, convenience-based product service motivations. In addition, gender issue consumer also considered. finds that such motivational factors significantly affect consumers’ both male female consumers. Analysis on shows no significant differences Therefore, these should be considered formulating marketing communication strategy media management, especially for Further research consider other factors, as hedonic attitude, situational behaviors comprehensively. Keywords: communication, application, purchase, features, marketing, ticket.