Antecedents to Consumers' Acceptance of Mobile Advertisements: A Hierarchical Construct PLS Structural Equation Model

Risto Rajala, Mika Westerlund

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearch


    The paper presents a hierarchical construct PLS structural equation model to analyze mobile advertisement acceptance. Hypotheses are established and tested about the hierarchical structure and the effects of the factors that precede consumers' behavioral intention to accept mobile advertisement. The results suggest that valuable content and trust in advertisers are key predictors of mobile device users' acceptance of mobile advertising. In addition, subjective value of the ads and subjective norms mediate these antecedent-acceptance relationships. The results are invaluable to both scholars and business practitioners interested in mobile services.
    Original languageEnglish
    Title of host publicationThe 43th Hawaii International Conference on System Sciences (HICSS-43)
    EditorsRalph H. Sprague, Jr.
    Number of pages10
    Place of PublicationLos Alamitos, CA
    Publication date2010
    ISBN (Print)9780769538693
    Publication statusPublished - 2010
    SeriesProceedings of the Annual Hawaii International Conference on System Sciences

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