Antecedents to Consumers´ Acceptance of Mobile Advertisements - A Hierarchical Construct PLS Structural Equation Model

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.