This study aims at examining factors influencing the Jordanian consumers' attitudes toward mobile advertisements. Five hundred questionnaires were distributed to the respondents only four hundred and thirty two datasets were valid for final analysis, using SPSS v18 and AMOS v 8 for conducting several tests. The results also indicate that all the model variables have acceptable reliability and composite reliability value, and all the items of the constructs have acceptable factors loading. Moreover, the validity test insures that variables of this study achieve the acceptance indicators which mean that all variables are valid. In addition, hypothesis test shows that all the direct hypothesis were accepted expect one, however, irritation variables were found to have negative effect on consumers' attitudes. While other variables found to have positive and significant influence on consumers' attitudes toward mobile advertisements. The highest weight was for personalization to be the most important factor influence on consumers’ attitudes, following by credibility, informativeness and entertainment continually.
Mu'tah Lil-Buhuth wad-Dirasat, Humanities and Social Sciences Series, Vol. 33, No.4, 2018.