Antecedents to Consumers’ Acceptance of Mobile Advertisements – A Hierarchical Construct PLS Structural Equation Model

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.

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