Abstract
Article history: Received March 25, 2015 Received in revised format June 1 2015 Accepted June 27 2015 Available online July 1 2015 The objective of this study was to examine the drivers of consumers’ attitudes towards mobile advertisement. It also sought the relationship between consumers’ attitudes towards mobile advertisement and their willingness to accept mobile advertising. Confirmatory factor analysis was used to assess the measurement model while structural equation was conducted to assess the goodness-fit of the overall model. The findings indicate that entertainment, credibility and personalization had positive effects on consumers’ attitudes toward mobile advertising. Furthermore, the results show that, consumers’ attitude determines their willingness to accept mobile advertising. Growing Science Ltd. All rights reserved. 5 © 201
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