Introduction:
Back Ground:
Mobile phones provide an interesting example of a source of risk to health which may be largely non-existent but which cannot be totally dismissed. Such risks, when possibly serious and with long-term consequences, are typically dealt with by appeal to the so-called precautionary principle but, of course, precaution comes at a price an increase in traffic accidents induced by the use of mobile phones in cars the evidence for a health hazard is at most indirect. A mobile phone transmits a radio frequency signal mostly at around 900 MHz or 1800 MHz to a base station where it is passed into the main telephone network either by cable or by a high frequency radio link. Some adverse effect of such as headache, which they associate with mobile phone use in watts per kilogram, gives the rate at which energy is absorbed by a particular mass of tissue. . It varies across the body and it could be rather larger in children than in adult. There had been at the time of the report about 10 direct epidemiological studies of the effect of radio frequency fields on lymphatic and hematopoietic cancers and another 10 on brain tumor. Precautionary advice is to keep calls short. the causing of unnecessary anxiety about small or non-existent risks. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. Consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it and there is a direct relationship between consumer attitudes and consumer behavior. The proliferation of mobile communication technologies during the 1990’s and the success of the early mobile content services, such as ringtones, logos and games, have introduced a new type of commerce conducted via telecommunication networks: mobile commerce. Mobile commerce is a form of electronic commerce where at least part of the transaction is conducted via a mobile device, most often a mobile telephone.
Problem Statement:
Using mobile by new generation having a positive and negative effect on their health, attitude, and behavior aspect. The research investigates the relationship between behavior and attitude by using mobile that can be human interference, credibility, information, and entertainment. Health is affected by radioactive waves that creates/transmitted by different transistors and transmission stations. Mobile is handheld device to deliver messages and information that can be related to the products and services of their advertisement increasing high penetration rate of mobile phone depend on the technology.
Purpose of Research:
Using of mobile by new generation to aware people then what are the influences that will be harmful for health, attitude, and behavior? Which may be largely non-existence but which cannot be totally dismissed? Which may be short-term and long-term consequences?
Objective of Research:
To provide awareness to the new generation by using mobile to set limitation that can be demographic (age) at high school level. Mobile is used after high school by taking precaution that can be helpful for them.
Significance of the Study:
The significance of the study is to conduct research to create awareness about the usage of mobile and its influence on health, attitude and behavior on new generation that how it effect the health, attitude and behavior of the people.
Literature Review:
Mobile phones provide an interesting example of a source of risk to health which may be largely non-existent but which cannot be totally dismissed. Such risks, when possibly serious and with long-term consequences, are typically dealt with by appeal to the so-called precautionary principle but, of course, precaution comes at a price an increase in traffic accidents induced by the use of mobile phones in cars the evidence for a health hazard is at most indirect, but it cannot be entirely dismissed; the phones have not been widely used for sufficiently long for direct epidemiological studies to have high sensitivity for detecting any induced incidence of cancer. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. Consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it and there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission. The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to deliver advertisements for products and services. Short Messaging Service (SMS), in particular, has been very successful. A series of surveys conducted by A.T. Kearney indicates that the use of mobile information services and SMS has increased dramatically since 2001. More than 100 billion SMS messages were sent worldwide in a single year. More than half of the 19-34 age group in Taiwan use SMS at least once a day. "An attitude is a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea". Attitude is also an important construct for information systems research.
Hypothesis:
Hypothesis 1: The perceived in formativeness and irritation of mobile ads affect the attitude toward mobile advertising. Hypothesis 2: Consumer attitudes are different for permission-based and general mobile advertising.
Hypothesis 3: Attitudes toward mobile advertising affect consumer intentions to receive mobile ads.
Hypothesis 4: Providing incentives for receiving mobile ads can affect consumer intentions to receive mobile ads.
Hypothesis 5: Consumers intentions to receive mobile ads affect their behavior after receiving mobile ads.
Methodology:
Dependent variables
Health, attitude and behavior
Independent variables
Skin cancer
Accidents
Brain tumor
Headache
Irritation
Information
Technology
Human interference
Time waste
Intentions
Questionnaire:
The following are the questions used to collect data in the study:
Human Interference:
Q1: Feel that receiving mobile advertisements is enjoyable and entertaining.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Q2: I am willing to receive mobile advertisements:
1. Less than one message a day 2. Two messages a day
3. Three messages a day
4. Over four messages a day
Attitude:
Q3: I feel that receiving mobile advertisements is pleasant.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Q4: Feel that mobile advertising is irritating.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Q5: What do you do when you receive a mobile advertising message?
1. Ignore it completely 2. Read it occasionally 3. Read it after accumulating too many of them 4. Read it when I get time
5. Read it right away
Information:
Q6: Feel that mobile advertising is a good source for timely information.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Q7: Mobile advertisements provide the information I need.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Behavior:
Q8: Use mobile advertising as a reference for purchasing.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Q9: Overall, I like mobile advertising.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Accident:
Q10: There is much traffic accident using mobile while driving
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Intention:
Q11: How much do you read the mobile advertising messages you receive?
1. Not at all 2. Read about a quarter of a message 3. Read about half of a message 4. Read about three-quarters of a message
5. Read the whole message
Skin Cancer:
Q12: Sitting near radio and transmitter stations causes health disease.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Headache:
Q13: The use of mobile create headache 10% to 30%.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Health:
Q14: Should we make short calls that is good for health.
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Q15: Using of mobile phones create anxiety and nonexistent risks
1. Strongly agree 2.Agree 3.Neutral 4.Disagree 5.Strongly disagree
Time:
Q16: Using mobile is wastage of time by students
1. Strongly agree 2.Agree 3.Neutral 4.Disgree 5.Strongly disagree
Reference:
Nena,h.(2013).Influence of Mobile Phone on today's generation.StudyMode.com
Javed,U.(2013). Impact of Mobile on Young Generation. The House of Knowledge
Sajjid,S.(2013). Mobile Phone and its Effects to Younger Generation. The Pakistani Spectator
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