Abstract:

The aim of the study is to model and test the relationships between the factors that define university students’ attitudes towards mobile marketing and purchasing behaviors. Method - The study has easily used the sample method and the survey of the data collection tools from the unlikely sampling methods. The research data was obtained from 480 participants selected among university students by the unlikely easy sampling method. The findings -Research results verify the model that conceptualizes the relationships between consumer attitudes entertainment, informativity, reliability, permission, reward and encouragement, benefit, personality, discomfort, interest and commitment, current mobile marketing practices and the relationship between the factors and the purchasing behavior. Discussions - The verification of most research hypotheses shows the importance of mobile marketing factors that affect consumer attitudes. If successfully develop their confidence in consumers, they can enrich their marketing frame using mobile marketing tools.

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