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

Author

Rajala, Risto ; Westerlund, Mika

Author_Institution

Helsinki Sch. of Econ., Helsinki, Finland

fYear

2010

fDate

5-8 Jan. 2010

Firstpage

1

Lastpage

10

Abstract

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.

Keywords

advertising; consumer behaviour; electronic commerce; mobile computing; antecedent-acceptance relationships; business practitioners; consumer acceptance antecedent; hierarchical construct PLS structural equation model; mobile advertisement acceptance analysis; mobile advertisements; mobile device user acceptance; Advertising; Couplings; Data analysis; Economic forecasting; Equations; Internet; Performance evaluation; Position measurement; Psychology; Testing;

fLanguage

English

Publisher

ieee

Conference_Titel

System Sciences (HICSS), 2010 43rd Hawaii International Conference on

Conference_Location

Honolulu, HI

ISSN

1530-1605

Print_ISBN

978-1-4244-5509-6

Electronic_ISBN

1530-1605

Type

conf

DOI

10.1109/HICSS.2010.64

Filename

5428642