The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.