Mobile advertising between: Acceptance of technology…….or giving up of privacy

The study aimed to discover the factors that influence one’s acceptance to mobile advertising as a mean to depend on in taking his purchase decisions. The hypothesis were built upon the UTAUT theory that has proved to be more effective than any of the models that are known before in explaining the use of information system, such as mobile commerce (Carlsson, et.al., 2006).
It has been proved (as predicated in the study) that the four external factors discussed by the UTAUT theory would positively influence mobile advertising acceptance and depending on it in one’s behavior, except for the effect of facilitating conditions. Facilitating conditions (FC) in the study were discussed in terms of location-awareness, range of connectivity and availability of connecting the advertiser or the sender.  
Meanwhile, it seems that in spite that the mean of Fc= 14.2 with a minimum = 4, and maximum= 20 claiming positive attitude towards FC in mobile advertising, still individuals view these facilities as a requirement accompanying the technology (mobile). Thus, not considering it as an added facilities that may affect their acceptance to mobile advertising and depending on it in their behavior.
As, for the mediated factors (age, gender, level of education and voluntary of use), in spite that they all proved to have a significant effect on the influence of the study variables on accepting mobile advertising; but these mediated factors didn’t prove to have significant difference between groups except for voluntary of use which was significance .03 where F=1.63. Thus we couldn’t prove which age, or level of education or gender was more effective. Meanwhile as expected through our research, permission to send mobile advertising affected the positive sides one perceives in that service, which should make communication companies seek a way to receive a consent from the receiver to avoid negatively effect of advertised product image.