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.

[1]  Su-Fang Lee,et al.  An Empirical Examination of Customer Perceptions of Mobile Advertising , 2006, Inf. Resour. Manag. J..

[2]  David Jingjun Xu,et al.  The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China , 2006, J. Comput. Inf. Syst..

[3]  Alexander Muk Consumers’ intentions to opt in to SMS advertising , 2007 .

[4]  Michel Tenenhaus,et al.  PLS path modeling , 2005, Comput. Stat. Data Anal..

[5]  Supercomputing Applications SURVEY OF INTERNET USERS’ ATTITUDES TOWARD INTERNET ADVERTISING , 1999 .

[6]  Jacob Cohen Statistical Power Analysis for the Behavioral Sciences , 1969, The SAGE Encyclopedia of Research Design.

[7]  Stuart J. Barnes,et al.  Consumer Perceptions and Attitudes Towards Mobile Marketing , 2009 .

[8]  Shintaro Okazaki,et al.  How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall , 2007, Journal of Advertising Research.

[9]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[10]  Ting-Peng Liang,et al.  Consumer Attitudes Toward Mobile Advertising: An Empirical Study , 2004, Int. J. Electron. Commer..

[11]  Ira Ahokas,et al.  Benchmarking European information society developments , 2003 .

[12]  Cheryl Burke Jarvis,et al.  A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research , 2003 .

[13]  Matthew S. Eastin,et al.  Credibility Assessments of Online Health Information: The Effects of Source Expertise and Knowledge of Content , 2006, J. Comput. Mediat. Commun..

[14]  advertising value and advertising on the web - Blog @management , 2012 .

[15]  I. Ajzen,et al.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[16]  J. Nantel,et al.  The Impact of SMS Advertising on Members of a Virtual Community , 2008, Journal of Advertising Research.

[17]  John Hulland,et al.  Use of partial least squares (PLS) in strategic management research: a review of four recent studies , 1999 .

[18]  Mark Ferris,et al.  Insights on Mobile Advertising, Promotion, and Research , 2007, Journal of Advertising Research.

[19]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[20]  Jerry C. Olson,et al.  Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? , 2000 .

[21]  Arvind K. Tripathi,et al.  Advertising via wireless networks , 2006, Int. J. Mob. Commun..

[22]  G. Lekakos,et al.  Determinants of Effective SMS Advertising: An Experimental Study , 2007 .

[23]  Charles D. Barrett Understanding Attitudes and Predicting Social Behavior , 1980 .

[24]  Patrick Barwise,et al.  Permission-based mobile advertising , 2002 .

[25]  Clark Leavitt,et al.  The Persuasive Effect of Source Credibility: Tests of Cognitive Response , 1978 .

[26]  Herman Wold,et al.  Soft modelling: The Basic Design and Some Extensions , 1982 .

[27]  Heikki Karjaluoto,et al.  Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns , 2008, J. Syst. Inf. Technol..

[28]  Scott B. MacKenzie,et al.  An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context , 1989 .

[29]  Wynne W. Chin,et al.  A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic - Mail Emotion/Adoption Study , 2003, Inf. Syst. Res..

[30]  Adamantios Diamantopoulos,et al.  Introducing Lisrel: A Guide for the Uninitiated , 2000 .

[31]  E. Zanot,et al.  Public Attitudes towards Advertising , 1984 .

[32]  S. Barnes,et al.  Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study , 2005 .

[33]  Sejung Marina Choi,et al.  Antecedents and Consequences of Web Advertising Credibility , 2002 .

[34]  P. Homer The Mediating Role of Attitude toward the Ad: Some Additional Evidence , 1990 .

[35]  Adamantios Diamantopoulos,et al.  Advancing formative measurement models , 2008 .

[36]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[37]  Heikki Karjaluoto,et al.  Factors influencing consumers' willingness to accept mobile advertising: a conceptual model , 2005, Int. J. Mob. Commun..

[38]  Stephen D. Rappaport Lessons from Online Practice: New Advertising Models , 2007, Journal of Advertising Research.

[39]  Heikki Karjaluoto,et al.  Consumers' attitudes towards and intention to participate in mobile marketing , 2007, Int. J. Serv. Technol. Manag..

[40]  R. Rettie,et al.  Text message advertising: Response rates and branding effects , 2005 .

[41]  Jan-Bernd Lohmöller,et al.  Latent Variable Path Modeling with Partial Least Squares , 1989 .

[42]  A. Kaplan,et al.  A Beginner's Guide to Partial Least Squares Analysis , 2004 .

[43]  Kristina Heinonen,et al.  Consumer responsiveness to mobile marketing , 2007, Int. J. Mob. Commun..

[44]  Wynne W. Chin The partial least squares approach for structural equation modeling. , 1998 .

[45]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[46]  I. Ajzen The theory of planned behavior , 1991 .